PULSE: GIVING BACK.

Think pink and save a life.

October is pink ribbon month, officially known as National Breast Cancer Awareness Month, but there are already a number of ways you can contribute to breast cancer research. Breast cancer is the leading cause of death in women age 40-55 in the United States. Here are a few ways to shop for the cause, and, in coming weeks, Pulse will include other activities and information for the awareness month.

- Barbara DeWitt

AVON CALLING:

Avon Products, best-known for cosmetics at your door, has a new collection of Avon Crusade pink ribbon products, including the popular pens and newer rhinestone pins, and candles. The pearlized pink pen, priced at $3, is oh-so-dainty with a pink ribbon design that fits neatly into a handbag - even one of those really tiny evening totes. And all proceeds benefit the Avon Breast Cancer Crusade, which provides women with direct access to breast cancer education and early detection services at little or no cost, as well as funds for cancer research. To order any of the products, call [phone] or go to www.avoncrusade.com.

SHOE SHOPPING:

There's nothing like a new pair of shoes to make you look taller, thinner and more fashion-savvy. And for one day only, a pair of Ferragamo pumps (or Donald Pliner, Charles Jourdan or Nine West designs) could help in the fight against breast cancer. It's the seventh annual ``QVC Presents FFANY Shoes on Sale'' event at 4 p.m. Oct. 4, hosted by Joan Rivers. For Imelda Marcos wanna-bes, this is a dream come true. According to the Fashion Footwear Association of New York (FFANY), there will be 80,000 pairs of designer shoes sold at half the retail price with all proceeds going to breast cancer charities, including the John Wayne Cancer Institute in Santa Monica. For more information, call [phone] or check out the QVC Web site at www.qvc.com.

SAVE THE LIDS:

All year round you're busy tossing your trash into the proper recycling bins, but this month and throughout October, take a closer look at your lids. Yoplait pink lids, to be exact.

The company's annual ``Save Lids to Save Lives'' redemption program will donate 10 cents to the Susan G. Komen Breast Cancer Foundation for each pink lid sent to them by Dec. 1, for a maximum contribution of $1,050,000. To participate, send the lids to Save Lids to Save Lives, P.O. Box 2202, Milaca, MN 56353-2202 and get updates on breast cancer survivor stories at www.YoplaitUSA.com. You can also register a collection team there and compete with others.

PJ PARTY:

Flannel pajama queen Karen Neuburger and her staff have vowed to wear pajamas with a pink ribbon design in the San Francisco Race for the Cure in October, and they're hoping other women will join them.

Her newest design called ``Wake up and Smell the Roses,'' features roses and pink breast cancer awareness ribbons and is now on sale at Macy's and Nordstrom stores in several styles including plus sizes, priced from $48 to $60. So, not only will you be comfy and ready for your next gal-pal sleepover, but proceeds will be donated to cancer research.

FAST FACT: About 98 million adults have used the Internet to find health-related material, according to a Harris Interactive poll. The number of ``cyberchondriacs'' has grown from 54 million since 1998 and accounts for roughly 86 percent of all Internet users.

ON TV

Discovery Channel - taking advantage of the public's fascination with real medical dramas - premieres a 13-part weekly series on Thursday filmed at Duke University Medical Center. ``Hospital,'' produced by Advanced Medical Productions, was given unprecedented access to this teaching hospital and the stories that unfolded there. ``We've been able to capture some of the most poignant and compelling moments that people experience in a hospital no matter whether they're on staff, accompanying a sick loved one, or arriving for treatment,'' said series producer Bill Hayes. ``I think viewers will find that this series is as much about humanity as it is about medicine.'' To judge for yourself, tune in at 9 p.m. Thursday, 1 a.m. Friday or 6 p.m. Saturday.

RESOURCE

Heartburn, while a common malady, is also one that is not understood. According to a recent study by the National Heartburn Alliance (NHBA), 60 million Americans suffer from heartburn monthly and 65 percent of sufferers are not aware heartburn can lead to serious complications if left untreated. Now, NHBA is offering a free educational brochure, ``Get Heartburn Smart'' that consumers can get by calling [phone] toll-free or by logging on to www.heartburnalliance.org

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Photo: (1 -- color) no caption (Avon pink pen)

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(6 -- color) no caption (``Get Heartburn Smart'')