What does it take to paint a town pink?
Community puts support behind breast cancer awareness initiative

CHRISKELLYstaff Members of the Red Bank community decorated a tree along East Front Street for the kickoff of "Paint the Town Pink" April 29.

Red Bank - - Every so often, an entire community comes together for a common cause. That is what's happening in Red Bank, where the town has taken up the cause of promoting awareness of breast cancer prevention, detection and treatment.

In fact, the town changed its name to "Pink Bank" for the week of April 29 to May 5 as part of a unique concept called Paint the Town Pink.

What does it take to paint a town pink? Much more than brushes and paint.

It takes the participation of an entire community to bring a new level of awareness of breast cancer.

A committee of 40 women and men were involved in planning the weeklong 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 help local businesses find creative ways to "go pink."

As the event began to take shape, several businesses stepped forward and offered to donate their time and talents to contribute to the event.

Judi Mumford, of Mumford Design, created a logo, ads and banners; Liz and Bob McKay, of McKay Imaging Studio and Gallery, took professional photographs of breast cancer survivors and committee members to be used in the ads and banners that line Front Street.

The restaurant Red changed its name to Pink for the week, and will host a Pink Reception Saturday which will raise money to provide free mammograms at Riverview Medical Center for women in the community who would otherwise be unable to afford the screening.

Laurel Tracey Gallery mounted an exhibit of works by several artists which carry out the pink theme; Hatteras Press printed tens of thousands of educational fliers 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 which took place last Saturday. Several Greater Media newspapers ran advertisements and stories to bring awareness to the initiative.

Riverview Garden Florist donated 50 large pink bows that line Broad Street.

And for the free community event April 29, Face Fx provided free face painting for children, Chocolate Carousel provided cupcakes with pink toppings and Snapple donated hundreds of bottles of pink lemonade.

"The community has embraced Paint the Town Pink and is showing their support in ways we never could have expected," said Tricia Rumola, executive director of Red Bank RiverCenter, which partnered with Riverview Medical Center to present the event.

Red Bank Middle School sponsored poster contests and pink dress-down days, and the school band performed at the kick-off event.

The Borough of Red Bank special events committee provided valuable guidance throughout the planning process, and Mayor Pasquale Menna was on site April 29 to make a formal proclamation to rename the borough "Pink Bank" for the week.

Over 70 businesses and restaurants are part of Paint the Town Pink and the medical center provided each business with educational information to distribute to their patrons.

Beginning Sunday, Red Bank visually turned to Pink Bank with banners hanging around town, pink bows lining Broad Street and pink window displays and decorations by the many participating businesses.

Businesses have come up with great ideas, which included having live mannequins, provided by Barbizon, dressed in pink and 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 is a vibrant pink glow in town since the Count Basie Theatre lit its marquee in pink.

Some who are participating have been touched by breast cancer, like Michael Zeik, owner of Leonardo Jewelers, whose mother is a nine-year breast cancer survivor; and a local high school senior who lost his mother to breast cancer who has painted pink ribbons in town to support the initiative.

Dozens of other "pink" activities and specials are being offered through the end of the week.

For a full listing of businesses and how they are participating, visit www.riverviewmedicalcenter.com/pink/2007FinalPinkAd.pdf.