October is the month of raising awareness for breast cancer around the world. Originating in the US, The National Breast Cancer Awareness Month (NBCAM) is a collaboration of national public service organizations, professional medical associations, and government agencies working together to promote breast cancer awareness, share information on the disease, and provide greater access to services.
Since its inception, the campaign’s recognition has increased dramatically. Every year more cities and municipalities ship in the awareness stream about the devastating disease; by lighting up monuments and landmark building in pink, gushing pink water out of fountains, painting sidewalks and vehicles in pink, etc – all as a symbol for the cause.
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The landmark illumination initiative has illuminated 534 unique landmarks, and in 2009 alone, more than 200 global landmarks were illuminated. These monuments have become international symbols of hope, with the goal that when a woman sees a pink landmark, she will be inspired to get a mammogram or seek information about breast health.