The campaign originated in 1996 in Northern California with three individuals: Dr. Michael Figueroa, Oncologist of Solace Cancer Care, Carol Lake of the American Cancer Society, and Melody Christenson of Dignity Health Advanced Imaging in Redding, California. Their goal was to promote awareness and early detection of breast cancer by encouraging women to do their breast self-exam and get annual mammograms. The campaign began with just 500 free educational bags being handed out to the public. Today, up to 22,000 Think Pink bags are distributed to over 30 surrounding communities each year on Think Pink Day!

Think Pink Breast Cancer Awareness Day is the third Thursday in October.

Nor-Cal Think Pink aims to boost awareness of breast cancer, and enhance early detection through community collaboration.

The campaign began with just 500 free bags being handed out to the public. Today, up to 22,000 Think Pink bags are distributed to over 30 surrounding communities each year on Think Pink Day!

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Survivor Stories

Early detection is the best defense against breast cancer - when caught and treated early, breast cancer has a 98% cure rate.

Survivor's stories

"April 2009 I felt a lump: not good. Within weeks I was mammogramed, ultrasounded, poked, prodded, MRI’d, CT’d and eventually branded with stage 2 breast cancer. Not for a moment, did I think I would be taken out by a disease, let alone cancer. That very thought, fueled an incredible fire within me."

"Having planned a family trip to Maui, and not wanting any bad news to affect our trip , I put off my annual mammogram for a month. For some reason I had a feeling that I wasn’t going to like the results. When I was called in for a repeat mammogram and then a biopsy, I wasn’t surprised to hear that the biopsy result was positive. It was a small tumor and close to my chest wall. I wasn’t surprised, but of course dismayed. But, I come from a family of very strong women. My mother was diagnosed with the same size tumor in the same location in 2002, she had been through the same treatment as I would be taking on. She did it, so could I."

"My experience with breast cancer began with my family. I lost my grandmother to breast cancer in 1987. My mother was diagnosed with breast cancer in 2000 and is a breast cancer survivor. Motivated by my experiences, I became involved with Nor-Cal Think Pink in 2007, volunteering as a bag stuffer. In September 2009, my connection to Think Pink became even stronger when I was diagnosed with breast cancer."

"At 59 years old, Nancy was diagnosed with stage one breast cancer discovered during her annual mammogram. She wasted no time seeking treatment and within months of her lumpectomy and radiation, she was on the road to recovery. With her determined attitude and family by her side, anything is possible."