Fund B92 launched its Breast Cancer Campaign in 2008. Back then, as a part of the national action entitled "77 women in 7 days", a national campaign was conducted to purchase the first mobile mammography unit in Serbia.

Since 2008, Fund B92 promotes the importance of regular screenings for early detection and diagnosis of breast cancer and better chances of successful treatment and healing.
National Breast Cancer Day is marked in Serbia since 2013. March 20th was symbolically chosen for the Serbian Breast Cancer date, as the first day of spring. This date has been included in the Public Health Calendar of the Republic of Serbia, on the initiative of the AVON Company and Fund B92, with support from the Republic of Serbia Ministry of Health, Institute for Oncology and Radiology of Serbia and the Institute of Public Health of Serbia "Dr Milan Jovanovic Batut".

International Breast Cancer Awareness Day is marked every year in Serbia. On October 12th, AVON and Fund B92 organize a public march, supported by the RS Ministry of Health and U.S. Embassy in Belgrade. The aim of this march is to raise public awareness and information levels about the importance of breast cancer prevention and to promote the importance of regular check-ups. The event is regularly attended by more than 10,000 people, including hundreds of female victors who were successfully treated from cancer. Participants have special opportunity to write their messages on a specially prepared wall on the main public square in Belgrade, and thus explain why they need their nearest and dearest females in their lives for as long as possible, in line with the march slogan: "One million reasons why I want the world with you by my side."

Donations and proceeds from the sale of campaign souvenirs is transferred to the National Association of Cancer Survivorship (NALOR), a network of 13 organizations from across Serbia working on prevention, education and support for cancer patients and survivors.