How Pink Became a Household Word

May 4, 2012
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Paint the Town Pink was created by Riverview Medical Center with the goal to encourage women age 40 and older to pledge to have their annual mammogram, as well as raise funds to provide mammography to the uninsured and underserved in our community.

Through a variety of special events and in-store specials from hundreds of businesses, a “Pink Your House” contest, and involvement from community groups, this year’s Paint the Town Pink will be “bigger and Pinker” than ever before.

In addition to in-store participation, Paint the Town Pink also strives to make the educational process fun through various events throughout the eight participating towns.

Beginning May 4, “Pink Bank” (Red Bank), “Pink Beach” (Monmouth Beach), and “Pink Haven” (Fair Haven), will once again be transformed for Paint the Town Pink. This year, five new towns are being welcomed by Riverview: “Atlantic Pinklands” (Atlantic Highlands), “Pinkdel” (Holmdel), “Little Pink” (Little Silver), “Pinkson” (Rumson), and “Pinkbury” (Shrewsbury), making the event the most represented to date.

The theme of this year’s Paint the Town Pink is “Men in Pink.”

This year, the Pink communities have been learning about several men who have supported Paint the Town Pink over the years such as Mark Arnone, the man behind the “Pink line” and Bob McKay, the man behind the “Pink lens.”

What began as an idea six years ago has been transformed into a grassroots initiative that is changing lives in very tangible and meaningful ways.

Paint the Town Pink 2012 runs from May 4-12. For more information about Paint the Town Pink visit and be sure to follow Paint the Town Pink on Facebook to see highlights of this year’s campaign and for a complete list of events and activities.

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