Cape Girardeau will turn pink during October to raise awareness about breast cancer.
If you're in town, you'll notice pink lights on trees down Broadway, the Bill Emerson Bridge will light up pink, and hundreds of pink feather flags are placed around the city.
It is all part of Saint Francis Medical Center's "Pink Up" campaign.
[Mobile users click here to see how people and businesses across the Heartland are 'pinking up' for breast cancer awareness!]
The goal is to raise awareness and educate women and men about the life-threatening disease.
Money raised at events like the Redhawks Volleyball Pink Out Night, the Pink Walk and the Redhawks Football Pink out game will go towards the program known as "Dig For Life." It provides free mammograms to area women who otherwise cannot afford them.
Sponsored by Saint Francis, Southeast Missouri State University and private donors, Dig for Life provides more than 400 free mammograms each year.
Doctors at Saint Francis say the key to beating breast cancer is early detection. That is why mammograms are so important because they are one of the best tools to catch the disease in its beginning stages.
Each $100 raised provides a free mammogram for a Cape Girardeau woman who cannot afford the screening.