Saturday Stamford Hospital's Paint the Town Pink campaign launched the same way it does every year: with a lot of pink.
"The purpose of Paint the Town Pink is to raise awareness for breast cancer -- screening and early detection," says Liz Manfredo, Stamford Hospital director of cancer services.
According to the American Cancer Society, about 250,000 American women will be diagnosed with invasive breast cancer in 2013; close to 40,000 of them will die.
Dr. Frank Massino, medical director of cancer services at Stamford Hospital, says even the "younger population" should stay on top of screenings and mammograms.
With October being National Breast Cancer Awareness month, that's the message Paint the Town Pink is all about: to really "drive home" the need for screening and early detections, Manfredo says.
Mary Russo conquered breast cancer in 2010. She says she knows many women who still believe they don't need a mammogram.
"I did not get a mammogram every year," Russo says. "The year I was diagnosed, I was changing my health insurance. I decided to get a mammogram, and I had two tumors."
"We know if breast cancer is caught early, we have a really good chance of curing our patients," Manfredo says.
Whatever money is raised by the monthlong campaign will go toward Stamford Hospital's mobile wellness program, which provides free screenings to those who can't afford them.
For a full list of October events, visit www.paintthetownpink.org.