Have you noticed that downtown Cape has a new "look" to it? I'm not talking about the streetscape, but rather the pink elements and decorations that many business owners are adding to their store for the month of October in support of Pink Up Cape.

Pink Up Cape was launched in 2010 by Saint Francis Medical Center to raise breast cancer awareness in Southeast Missouri. The campaign runs concurrently with Breast Cancer Awareness every October and encourages the community to support the cause by doing just what our downtown businesses are doing - pinking up their spaces!

Laurie Everett of Annie Laurie's Antiques gave Zsa Zsa a pink makeover. She is currently sporting a hot pink wig along with a black and pink leotard, but Laurie mentioned that she will be sporting several different pink outfits throughout the month. Laurie believes that Pink Up Cape is important because we need to come together as a community to care about and support those who can't provide this exam for themselves.

Kyleigh Baliva and her mother Deb Maevers, owners of Pastimes Antiques, also chose to participate by pinking up one of their display windows at the store. According to the two, window displays are a big part of what their store is about and they want to show support for the community through Pink Up Cape. They have partnered with their dealers to display different types of pink merchandise that is for sale.

Other downtown businesses including The Bank of Missouri, Southeast Missourian and rustmedia are also participating with decorations such as flags and ribbons. I expect that more businesses will continue to add to the "look" throughout the month of October, so keep your eye out!

All of the funds raised during Pink Up Cape benefit Dig for Life, a series of fundraisers that educate women in the region about the importance of early breast cancer detection through regular mammography screenings. The fundraiser was started by Cindy Gannon, the Southeast Missouri State University women's volleyball coach, in 2002 after breast cancer claimed her mother's life. Each $100 that is raised provides a free mammogram for a Cape Girardeau woman who cannot afford the important screening. Dig for Life has provided more than 400 free mammograms each year to date.