It's called Passionately Pink for the Cure. A new fundraising effort by the Susan G. Komen Breast Cancer Foundation in which companies are encouraged to set a day for employees to wear pink.
Today was our day at NewsChannel 11. We had all shades of pink clothes and jewelry wandering through the halls here today. But the question is why?
"This campaign is about education and outreach and sharing that message of early detection and breast cancer awareness. It's just a really easy way for companies and their employees to get involved and give to the Komen Foundation, said Ashley Hamm, Executive Director of Komen Foundation.
Everybody who wears pink is asked to give $5 to the Komen Foundation. Here at NewsChannel 11, we raised $230 today. The money that will go to research and local programs that encourage early detection.