For Immediate Release
April 28, 2008
Contact: Laura Pollio
732-751-7537

RED BANK BECOMES “PINK BANK” FOR BREAST CANCER AWARENESS

“Paint the Town Pink” is scheduled for May 4 to May 10, 2008

Red Bank, NJ - It’s not often that an entire town blushes at the thought of breast cancer. But that’s exactly what’s happening in Red Bank. In fact, the community is so taken by the cause that the town will change its name to “Pink Bank” for a week.

It’s all part of a unique concept called “Paint the Town Pink.” The town of Red Bank, NJ, will transform into Pink Bank – all in an effort to heighten awareness of breast cancer prevention, detection and treatment. For the second year, paint brushes are ready to turn Red Bank into Pink Bank from May 4 to May 10.

What’s Happening
The 2008 event is going to be bigger and “pinker.” The kick-off event, scheduled for Sunday, May 4 at Riverview Medical Center from 1:00 p.m. to 4:00 p.m., will feature rides for the little ones, live entertainment, pink refreshments from VitaminWater, pink cupcakes, pink face-painting and much more. This event, called “Paint EVERYTHING Pink” is free and open to the public. Riverview will also sponsor a free trolley through Pink Bank on May 4 so that attendees may visit all of the “Pink Partners” and take advantage of their special promotions.

On May 7, women are urged to bring their “breast friends” to a Girls Night Out event at The Downtown featuring live music, drinks, hors d’oeuvres, a Beauty Bar by Wisteria featuring Laura Mercier, a Fragrance Bar by Lord and Taylor, and a physic. There will also be a door prize consisting of two tickets to the New York City advance screening of Sex and the City the Movie, donated by VitaminWater. Tickets for Girls Night Out are $50 per person and 100% of the proceeds will be used to fund mammograms for uninsured or underinsured women. To purchase tickets for this event, please call 732-751-5109.

Also scheduled for this year’s week-long initiative is a wrap up event called Pearls for a Cause to take place at Tiffany & Co. Attendees are encouraged to make a $100 donation for a pearl, and at the end of the evening, ten pearls will be drawn. Nine winners will receive a book about Tiffany & Co. and one winner will receive a necklace valued at $13,000. All funds raised from pearl donations will also be used to pay for mammograms for women in our area.

Paint the Town Pink is spearheaded by Riverview Medical Center and Red Bank RiverCenter, both located in the heart of Pink Bank. The concept of creating an event that everyone in the town could embrace was put forward and has seen tremendous momentum since its inception. Last year more than 80 businesses and restaurants (in what has been named one of the hippest towns in New Jersey) participated in the pink transformation. This year, more than 115 have committed to participate.

The Making of Paint the Town Pink
What does it take to paint a town pink? It’s much more than paint brushes and paint. It takes the drive and determination of an entire community to transform a region and bring a new level of awareness to a topic as important as breast cancer.
A committee of about 40 women – and a few men – is at the heart of planning the event. From local moms to breast cancer survivors, entrepreneurs to physicians, the committee is comprised of a diverse group of individuals. Their primary role is to work with local business establishments and help them come up with creative ways to “go pink” and to distribute breast cancer educational materials to all who are participating.

As this year’s event is approaching, about 100 Pink Bank businesses have stepped forward and offered to donate their time, talents and skills to contribute to the event.
•· Stacey Barile of exurban has agreed to chair the 2008 event.
•· Judi Mumford of Mumford Design created a logo, ads and banners.
•· Liz and Bob McKay of McKay Imaging took professional photographs of breast cancer survivors and committee members to be used in the ads and banners which line Front Street.
•· The restaurant red, will change their name to “pink” for the week
•· The Downtown is hosting a “Girls Night Out” on May 7 at 7:00 p.m. (tickets are $50 and all proceeds will benefit uninsured women in need of mammography through the Riverview Medical Center Foundation)
•· Wisteria is sponsoring a Beauty Bar at “Girls Night Out”
•· Tiffany & Co. is hosting “Pearls for a Cause” a fundraiser, raffling off one 16 inch fresh water Pearl Torsade Necklace, nine books called “Tiffany Pearls” and decorating their store front

Early detection is still a woman’s best defense against breast cancer. Our pink partners are integral in helping us make that message part of a woman’s daily routine as she shops and dines in Pink Bank.

How Local Businesses are Turning the Town Pink
Starting on Sunday, May 4, Red Bank is visually turning to Pink Bank with banners hanging around town, pink ribbons lining Broad Street, and pink window displays and decorations by the many participating businesses. Businesses can be as creative as they desire to show their support.

Last year, the town saw live mannequins dressed in pink, specially trained from Barbizon, in store windows on the kick off day. Alternatives and Mimmo Colorissimo Salon distributed pink hair extensions to make a unique fashion statement. Restaurants are offered a variety of pink menu specials, pink desserts, pink cocktails and special discounts to patrons wearing pink. The Language School translated “pink” into various languages in their front window. Staff at Salon Concrete wore pink wigs. And there was a vibrant pink glow in town since the Count Basie Theatre lit their marquee in pink.

This year, more than 115 businesses have plans to turn pink. Many stores are offering sales on anything pink, designing pink store fronts, having pink tag specials, sales on pink lipsticks, and offering pink drink specials. In addition, important information on breast cancer and early detection will be displayed throughout the town. To find out more about these specials visit www.RiverviewMedicalCenter.com/pink and click on “Pink Partners.”

Why We Do What We Do
According to the American Cancer Society, Breast cancer is the most common cancer among American women, except for skin cancers. The chance of developing invasive breast cancer at some time in a woman's life is about 1 in 8 (12%). It is estimated that in 2008 about 182,460 new cases of invasive breast cancer will be diagnosed among women in the United States.

Riverview Medical Center, in conjunction with Red Bank RiverCenter understands the importance of mammography, early detection, and how it really can save a woman’s life. They have come together with the town of Pink Bank to empower women aged 40 and older to pledge to get their mammograms and to raise funds for women who cannot afford them.

Dr. Phil Woodriffe, a general surgeon at Riverview and a breast cancer survivor, reiterates the message. “Mammograms really can save ones life. The earlier breast cancer is detected, the more likely it is to be treated,” she explains. “I cannot emphasize the importance of mammography enough.”

Other breast cancer survivors echo Dr. Woodriffe’s message, Valerie Trembly from Ocean Grove explained that a mammogram saved her life, also. Her lump was so small, she could barely feel it through self examination, but the mammogram was able to detect it. “Every year after my diagnosis, I get my mammogram like clock work. It was able to detect my cancer early and it saved my life.”

For more information about Paint the Town Pink, Pink Bank, Riverview Medical Center, and our Pink Partners, visit www.RiverviewMedicalCenter.com/pink.

About Riverview Medical Center
Riverview Medical Center, a member of the Meridian Health Family, is a non-profit community hospital located in Red Bank, New Jersey, providing health care programs and services in all major medical disciplines, including maternity; oncology; orthopedics and rehabilitation; general, neuro, thoracic and vascular surgery; cardiology; renal dialysis; diabetes management; and emergency and critical care services. Riverview's Booker Cancer Center is an affiliate of the renowned Fox Chase Cancer Center, Philadelphia, and Riverview is home to the only fully accredited acute comprehensive inpatient rehabilitation center in Monmouth County. In addition, its Women Center and Childbirth Center specialize in the full spectrum of needs for the body, mind and spirit. For more information about Riverview Medical Center and Meridian Health, please call the Meridian Health Line at 1-800-560-9990 or visit www.riverviewmedicalcenter.com.

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