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After Leigh Hurst, the founder and executive director received a breast cancer diagnosis at age 33, Feel Your Boobies was established in 2004. Her physicians said the lump was nothing to worry about because she was a marathon runner with no family history. Leigh discovered during her treatment that the current breast cancer messages had never really connected with her. To ensure that breast health education was specifically prepared for and artistically given to young women, she established the FYB Foundation a population not specifically targeted by other breast cancer organizations. Feel Your Boobies Foundation, a breast cancer non-profit, targets women under the age of 40 with calls to action that could save their lives and exhorts them to spread the word.