For Immediate Release
April 27, 2007
Contact: Donna Sellmann
732-530-2282
dsellmann@meridianhealth.com

RIVERVIEW ANSWERS THE QUESTION, "WHAT DOES IT TAKE TO PAINT A TOWN PINK?"

An amazing outpouring of support transforms Red Bank.

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

It’s all part of a unique concept called “Paint the Town Pink.” During the week of April 29 to May 5, 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.

Paint the Town Pink was spearheaded by Riverview Medical Center, which is 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 in the past several months. Over 70 businesses and restaurants (in what has been named one of the hippest towns in New Jersey) are participating in the pink transformation.

“Everyone you talk to has been touched by breast cancer in one way or another,” says Tricia Rumola, executive director of Red Bank RiverCenter. “The community has embraced Paint the Town Pink and is showing their support in ways we never could have expected.” RiverCenter is a business alliance in downtown Red Bank which immediately embraced the concept and has been an integral partner in presenting the event with Riverview Medical Center.

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 40 women – and a few men – were 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 was 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 the event began to take shape, several businesses stepped forward and offered to donate their time, talents and skills to contribute to the 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, changed their name to “pink” for the week, and they are hosting a Pink Reception on May 5, which will raise money to provide free mammograms at Riverview Medical Center for women in our community who would otherwise be unable to afford the screening.
"Hatteras Press printed tens of thousands of educational flyers that are being distributed to patrons who visit the participating stores.
"Radio stations GRock and The Breeze aired physician interviews to educate the community and provided air time to promote the free community kick-off event.
"Several Greater Media newspapers graciously ran advertisements and stories to bring awareness to the initiative.
"Riverview Garden Florist donated 50 large pink bows that now line Broad Street.
"And for the free community event on April 29, Face Fx is providing free face painting for children, Chocolate Carousel is providing cupcakes and all the pink toppings you could think of, and Snapple is donating hundreds of bottles of pink lemonade.

Red Bank Middle School is involved with poster contests and pink dress down days next week, and the school band is performing at the April 29 event. The Borough of Red Bank special events committee provided valuable guidance throughout the planning process, and Mayor Pasquale Menna will be on site April 29 to make a formal proclamation to rename the borough “Pink Bank” for the week.

And of course there are the many pink partners throughout Pink Bank. Over 70 businesses and restaurants are part of Paint the Town Pink. The medical center provided each business with 1) educational information to distribute to their patrons, 2) a pink notebook where patrons can pledge to have an annual mammogram, and 3) pink piggy banks if people would like to help raise money to provide local community members with a mammogram if they otherwise would not have the resources to get one.

How Local Businesses are Turning the Town Pink

Starting on Sunday, April 29, Red Bank is visually turning to Pink Bank with banners hanging around town, pink bows lining Broad Street and amazing pink window displays and decorations by the many participating businesses. Since the event is the first of its kink in the region, businesses have a blank slate and can be as creative as they desire to show their support.

Businesses have come up with great ideas, which included having live mannequins dressed in pink, specially trained from Barbizon, in store windows on the kick off day. Alternatives and Mimmo Colorissino Salon are distributing pink hair extensions to make a unique fashion statement. Restaurants are offering a variety of pink menu specials, pink desserts, pink cocktails and special discounts to patrons wearing pink. The Language School is translating “pink” into various languages in their front window. Staff at Salon Concrete are wearing pink wigs. And there will be a vibrant pink glow in town since the Count Basie Theatre is lighting their marquee in pink.

Michael Zeik, owner of Leonardo Jewelers on Front Street, enthusiastically agreed to participate as soon as he heard about the event. “My mother is a nine year breast cancer survivor,” explains Michael. “This is an amazing way to educate women on the importance of mammography, and we are celebrating the life of our mother.” Michael and his family are participating in the event by featuring a photo essay of Lourdes Zeik, their mother, throughout the store. The photos represent her life before breast cancer, and what she would have missed if her cancer was not detected and treated.

One local teenager literally took brush in hand to do his part and help with the makeover. This high school senior from Hazlet painted giant pink ribbons on Red Bank Radiology and Zoom to show their support for Paint the Town Pink. As someone who lost his mother to breast cancer, the event has special meaning and he was more than willing to do his part to support it.

Dozens of other unique activities and specials are being offered through the end of the week (May 5). For a full listing of businesses and how they are participating, visit www.riverviewmedicalcenter.com/pink/2007FinalPinkAd.pdf

Paint the Town Pink was spearheaded by Riverview Medical Center. The Women’s Center at Riverview is dedicated to the many facets of women’s health. Expert physicians, skilled staff, convenient hours, a comfortable setting and numerous support resources ensure that the physical and emotional needs of each woman are met. The Center offers a breast cancer support group, as well as a young women’s breast cancer support group to address the unique needs of those who have young children or are trying to conceive. To learn about the support groups or services such as digital mammography, women’s ultrasound, minimally invasive breast biopsy or bone density testing, call the Women’s Center at (732) 530-2305 or visit www.riverviewmedicalcenter.com.

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