PRIDE Foundation (Pink Ribbon Deeds) is a charity body that aims to enhance awareness efforts and improve accessibility to treatment and care of breast cancer at all levels of society.

PRIDE was incorporated on 24 May 2006 under the Companies Act (1965) as a non-profit company limited by guarantee governed by a Board of Trustees. The incorporation is a tribute to the late Datin Paduka Seri Endon Mahmood’s courage, resilience and strength in her fight against breast cancer.

Inspired by the London Breast Cancer Care fashion show, both Datin Paduka Seri Endon and her daughter-in-law, Dato’ Azrene set-up a special purpose committee comprising of volunteers, under the auspices of Yayasan Budi Penyayang, to organize a “Walk with PRIDE” charity gala dinner on 31 July 2005 where breast cancer survivors took to the runway to make a powerful statement that there is life after breast cancer.

It was then, that Dato’ Azrene realized that there was a need to create sustainable awareness about breast cancer in Malaysia. Hence, the incorporation of PRIDE.