American Cancer Society: Go beyond wearing pink this Breast Cancer Awareness Month
Pink symbolizes love, compassion and femininity — especially in October, when breast cancer awareness takes center stage. Like a warm wrap, the pink ribbon embraces supporters and survivors of the disease, the second-leading cause of cancer death among women.
This year, the American Cancer Society is urging Southwest Florida residents to do more than wear pink. Its campaign promotes education, screenings, fundraising and community events, culminating in its signature walk and major fundraiser.
The multi-day series of events begins Saturday and wraps up Oct. 24 with the Making Strides Against Breast Cancer of Southwest Florida walk at the Paradise Coast Sports Complex in Naples.
The effort has a fundraising goal of $450,000 and “survivors, thrivers, caregivers, families, friends, businesses and community organizations from across Lee and Collier counties” are invited to form teams, fundraise, and walk the walk.
“Breast Cancer Awareness Month is an opportunity to turn awareness into meaningful action,” said Marisa Palumbo, senior director at the American Cancer Society in a prepared statement. “Whether you schedule a mammogram, learn more about your personal risk, support a survivor, or raise funds through Making Strides, every action helps American Cancer Society and our community continue making progress against breast cancer.”
Palumbo said the focus is on taking action through screening and prevention. Regular screenings are essential because, according to the American Cancer Society, the five-year survival rate is 99% when breast cancer is detected early.
Statistics show that breast cancer affects one in eight women, though men can also develop the disease. In 2026, an estimated 321,910 women and 2,670 men — including 24,700 Floridians — will be diagnosed with invasive breast cancer. An estimated 42,140 women and 530 men nationwide will die from the disease this year.
Women ages 40-44 are advised to have annual mammograms, while those ages 45-54 should be screened every year. Beginning at age 55, women may continue annual screenings or switch to every other year. Women at high risk because of family history or inherited genes, such as BRCA1 or BRCA2, should ask their physician when to begin mammograms.
From Sept. 29, 2025, through Sept. 29, 2026, Lee Health provided 31,648 mammogram screenings and 8,701 diagnostic mammograms. Lee Health diagnoses more than 900 new breast cases each year.
Early detection is key, said Dr. Jessica Moore, a breast surgeon at Lee Health.
“Breast cancer is the most common cancer among women in the United States, excluding skin cancers and accounts for about one-third of new cancer diagnoses in women each year. When breast cancer is detected at an early, localized stage, the five-year relative survival rate is 99%,” Moore said.
“Mammograms can identify abnormalities before a lump or other symptoms become noticeable and remain the gold standard for breast cancer screening. Women should talk with their healthcare provider about when to begin screening and whether additional imaging may be appropriate. The American Society of Breast Surgeons (ASBrS) & American College of Radiology (ACR) strongly prefer 3D tomosynthesis over 2D mammography for all routine screenings, beginning annually at age 40. MRI may be an appropriate adjunct screening tool for some patients.”
Many women are familiar with self-checks which now are considered an awareness tool.
“We have shifted away from recommending routine self-checks, but they may still be beneficial for some patients,” Moore said. “Instead, breast self-awareness is a strategy that every woman should employ to know the baseline appearance and texture of their own breasts so they can report any changes immediately.”
She had some recommendations for performing the checks.
“If you and your doctor have decided that self-checks are right for you, a self-check should be done monthly,” she said. “Women who are menstruating should perform a self-check after their period ends, when the breasts are less tender. Women who have reached menopause or have irregular periods can choose a consistent time each month that works best for them.”
When should women make an appointment with a physician?
“A new breast lump, nipple discharge or changes to the nipple, skin dimpling, redness or swelling, or a change in breast size or shape should be evaluated,” Moore said. “Most breast changes are not cancer, but new or unusual changes should not be ignored.”
Women often ask if family history affects breast cancer risk.
“About 3% of breast cancers, or approximately 7,500 cases each year, and 10% of ovarian cancers, or about 2,000 cases per year, are associated with inherited mutations in the BRCA1 and BRCA2 genes,” Moore said. “Women with a family history of breast cancer, ovarian cancer or both may be candidates for genetic testing. It can be an important tool for understanding inherited risk and determining whether additional screening or prophylactic measures may be appropriate.”
The American Cancer Society offers a CancerRisk360 assessment at cancer.org/cancerrisk360 which can also help individuals better understand their risk and identify steps they can take to improve their health.
Throughout Breast Cancer Awareness Month, businesses, volunteers, survivors, thrivers and community partners across Lee and Collier counties will host activities to raise awareness and funds for the American Cancer Society’s breast cancer mission.
Southwest Florida events leading up to Making Strides include:
• Making Strides of Southwest Florida Pink Glow 5K
Light up the night during a community 5K promoting breast cancer awareness and raising funds to support Making Strides Against Breast Cancer of Southwest Florida.
Date/Time: Saturday, Oct. 3, at 7 p.m.
Location: Founder’s Square at Babcock Ranch, at 42850 Crescent Loop, Punta Gorda
Link: Register for the Pink Glow 5K
• Strides in Style Fashion Show
Breast cancer survivors, caregivers, and community supporters will take center stage during an inspiring fashion show raising awareness and funds for Making Strides Against Breast Cancer of Southwest Florida.
Date/Time: Thursday, Oct. 8, from 6 to 9 p.m.
Location: Riverside Community Center, at 3061 E. Riverside Drive, Fort Myers
Link: Strides in Style RSVP
• Main event: Making Strides Against Breast Cancer of Southwest Florida
When: Saturday, Oct. 24
Where: Paradise Coast Sports Complex, at 3940 City Gate Blvd. N., Naples
Time: Event begins at 7 a.m.
Registration: MakingStridesWalk.org/SWFL
And one more:
• Frankly Speaking About Breast Cancer: Breast Cancer Workshop, A Program by Cancer Support Community
Lunch & Learn with breast cancer expert Janine Harewood, M.D., to learn about what breast cancer is, the different types and how doctors diagnose and stage it. Learn what to expect from breast cancer treatment and get expert guidance on common questions and concerns, along with practical tips for coping during and after treatment, including managing side effects, taking care of your mental health, supporting a loved one with cancer, and adjusting to life after treatment.
Lunch will be provided.
When: Friday, Oct. 23
Where: Cancer Support Community facility, 4th floor of the Lee Health Regional Cancer Center, at 8931 Colonial Center Drive, Fort Myers
Time: Noon to 1 p.m.
To RSVP, call 239-343-9310 or email cancersupportcommunity@leehealth.org.