Blue Cross Blue Shield of Michigan's "Go Pink" Campaign includes partnership with Detroit Lions to "Pink Out" the Monday Night game

Blues engage crowd in fighting breast cancer with "Believing It's Curable" towel

October 5, 2011

DETROIT — Ford Field will be awash in pink at a Monday Night Football Game Oct. 10, a date that marks the Detroit Lions’ return to Monday Night Football after a 10-year absence.

Blue Cross is supplying 50,000 bright pink towels as part of a partnership between the Lions and Blue Cross Blue Shield of Michigan to promote a cause both are passionate about — raising awareness about breast cancer and the importance of screening during Breast Cancer Awareness Month. The Lions and BCBSM will honor breast cancer survivors and make financial contributions at the game to fight the disease.

“We’re proud to team with the Detroit Lions to get the word out about the life-saving importance of early breast cancer detection,” said Daniel J. Loepp, president and CEO of Blue Cross Blue Shield of Michigan. “By wearing pink and waving our pink towels at Ford Field during Monday Night Football, Lions fans can send a message to the nation that we want to beat breast cancer, even more than we want to beat the Chicago Bears.”

In support of the sell-out game against the Chicago Bears and the battle against breast cancer, the Blues are planning the following activities:

  • Blue Cross will give 50,000 fans “The Curable Towel” in bright pink that they can wave during the game to show their support for breast cancer awareness. The Curable Towel, available in different colors to support various causes, was developed by Jim Deliz, the husband of a breast cancer survivor. 
  • Blue Cross will present $10,000 to the American Cancer Society during an on-field ceremony. 
  • In partnership with the American Cancer Society, the Blues are telling stories of five breast cancer survivors on in the days leading up to the game. Each day from Oct. 3-7, the site will feature a new “tale of cure-age,” culminating with a ceremony at Ford Field on game day. 
  • Blue Cross asks Detroit to participate in a “pink out” Monday, October 10, asking Detroit businesses to “paint the town pink.” The Blues encourages businesses to have employees wear pink and to decorate their buildings on Oct. 10 in support of creating more awareness for breast cancer while supporting our Detroit Lions. 

The Lions’ commitment to breast cancer awareness is part of the NFL’s “A Crucial Catch” campaign, conducted in partnership with the American Cancer Society. The campaign is focused on the importance of annual screenings, especially for women who are 40 and older.

“The Lions have a longstanding commitment to helping our community in a number of charitable ways, and we are inspired by the NFL’s campaign to support the fight against this disease,” Loepp said. “Together we can help make a difference in prevention and treatment, saving lives in the process.”

Blue Cross Blue Shield of Michigan, a nonprofit organization, provides and administers health benefits to more than 4.3 million members residing in Michigan in addition to members of Michigan-headquartered groups who reside outside the state. The company offers a broad variety of plans including Community BlueSM, Simply BlueSM and Healthy Blue IncentivesSM PPOs; Blue Care Network HMO; BCN Healthy Blue LivingSM; Flexible BlueSM plans compatible with health savings accounts; Medicare Advantage; Part D Prescription Drug plans; and MyBlueSM products in the under-age-65 individual market. BCBSM also offers dental, vision and hearing plans. Blue Cross Blue Shield of Michigan and Blue Care Network are nonprofit corporations and independent licensees of the Blue Cross and Blue Shield Association. For more company information, visit

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