Blues "Go Pink" in statewide series of activities to support Breast Cancer Awareness Month in October

Blues light up Detroit headquarters, sponsor free screenings in Pontiac, partner with Detroit Lions and American Cancer Society to celebrate survivors and raise awareness of early detection

September 29, 2011

DETROIT — Blue Cross Blue Shield of Michigan is “going pink” and leveraging its statewide reach to help partner organizations increase awareness about breast cancer and the importance of breast cancer checkups during National Breast Cancer Awareness Month in October.

This week, BCBSM began illuminating downtown Detroit in pink – lighting two, 12-story high pink ribbons at the company’s 21-story Detroit headquarters at 600 East Lafayette. The Fisher Building, located at 3011 W. Grand Blvd. in Detroit, will also participate in the pink illumination. The pink light displays will remain throughout October.

Blue Cross is taking a multi-pronged approach to battling breast cancer this year — one that includes education, sponsorships, partnerships, fundraising and more. Here’s a look at some of the Blues’ efforts:

Saturday, Oct. 1

Sister & Sister Health & Education Day in Pontiac

As part of its partnership with the POH Riley Foundation the Blues are sponsoring this free event. It will provide mammogram vouchers to women who meet eligibility requirements, while educating them on proper breast health, breast cancer screenings and treatment options. It will be held from 2-4 p.m. at the POH Regional Medical Center (West Tower Lobby), 50 N. Perry St. in Pontiac. Women interested in attending can get more information at 248-338-5385.

Monday, Oct. 3, through Friday, Oct. 7

Stories of Survival on

Blue Cross will post stories of Michigan residents who have battled breast cancer and won on its online community, On the site, Michigan residents will be able to comment and provide their own perspective on the impact this disease has had on their lives, as new stories are posted each day about a breast cancer survivor. The website was designed by BCBSM to give people the information and resources they need to get healthier and to create and sustain nurturing communities.

Monday, Oct. 10

“Pink-Out” at the Detroit Lions’ Monday Night Football game

After a 10-year absence, the Detroit Lions host Monday Night Football on Oct. 10. The Lions will not only be battling the Chicago Bears, but helping battle breast cancer through the NFL’s campaign, "A Crucial Catch". In support of this sell-out event, the Blues are planning a number of activities to promote breast cancer awareness during the game, including a $10,000 donation to the American Cancer Society and a special pink towel giveaway so 50,000 Lions fans can show the nation that Michigan is committed to winning the fight against breast cancer.

Oct. 1-29 (Detroit walk set for Oct. 15)

American Cancer Society’s Making Strides Against Breast Cancer walks

In partnership with the American Cancer Society, Blue Cross is putting together teams of walkers in Detroit, Kalamazoo and Lansing to participate in the Making Strides Against Breast Cancer events. Walks are noncompetitive, three-to-five-mile events occurring throughout the state during the month. In 2010, nearly 800,000 walkers across the country collected more than $60 million to save lives from breast cancer.

“As part of our focus on health and wellness, we want to increase awareness about breast cancer, helping to save lives and change the course of the disease forever,” said Daniel J. Loepp, president and CEO of Blue Cross Blue Shield of Michigan. “People know us as the Blues, but during the month of October, we’re proud to be 100 percent pink.”

BCBSM encourages women to get regular mammograms at intervals recommended by their doctors. Under the terms of the Patient Protection and Affordable Care Act, private health plans like BCBSM now cover in-network evidence-based preventive services, such as mammograms, with no member cost-sharing.

Ongoing efforts

  • Our wellness and care management program for members, BlueHealthConnection®, provides a variety of resources to help members get healthy or manage illness and disease, including breast cancer. It offers valuable online resources, digital health coaching and case management services to help members and their families understand complex diseases, test results and treatment options. 
  • As part of its Value Partnerships program, Blue Cross works with physicians and hospitals to address some of the most common and costly areas of surgical and medical care, including breast cancer. For example, our Michigan Breast Oncology Quality Initiative helps to examine practice patterns in surgical, radiation and medical oncology to improve breast cancer treatment and outcomes. To learn more, visit 

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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