Men in Springfield, Ill., are wearing pink on Fridays throughout October to increase awareness of the importance of mammograms in the early detection and treatment of breast cancer. Pink is internationally associated with breast cancer awareness because of the Susan G. Komen for the Cure's pink ribbon campaign. Now in its fourth year, the "Real Men Wear Pink" campaign grew out of a brainstorming session between employees of St. John's Hospital and the Central Illinois Chapter of the American Cancer Society. In the past, health fairs and luncheons marking October as National Breast Cancer Awareness Month had concentrated on attracting an audience of women. In the summer of 2006, planners noodling ways to get men involved too struck on the idea that men's choice of apparel could be a moving reminder to the women in their lives.
Brian Reardon, St. John's director of community and government relations, said merchants, local celebrities and media outlets got behind the campaign, which has since been picked up by St. John's sister hospital, St. Mary's Hospital in Decatur, Ill., and a few hospitals in the Chicago area. Reardon said television anchors in Springfield wear pink on their Friday newscasts, an oil change shop offers $5 discounts to pink-clad men each Friday and a haberdasher is contributing $1 to the American Cancer Society's Patient Resource Center located at St. John's for every pink shirt, tie, sports shirt or sweater it sells this month.
The campaign has ignited grassroots support, too. At lunch on the first Friday of October, Reardon counted seven men in the restaurant wearing pink. "It is neat to see men in the community getting behind it," he said.
"Real Men Wear Pink" also is raising awareness that breast cancer can strike men too.