The street lamps along Skólavörðustígur in downtown Reykjavík turned pink last week on the occasion of the Icelandic Cancer Society’s annual ‘Pink October’ initiative to raise awareness of cancer in women. Mayor of Reykjavík Dagur B. Eggertsson lit the lamps on October 1.
As part of the initiative, several buildings will be illuminated with pink lights this month, taxis have put pink bulbs in their usual yellow vacant signs and five buses will be decorated with pink ribbons. As always, pink ribbons will be sold to raise funds for cancer research.
This year, the Cancer Society is reaching out to young women who have failed to show up for regular checkups, mbl.is reports. The Cancer Society’s ‘wanted’ video, published for this purpose, has garnered considerable attention.