A number of local organizations will come together to host the ninth-annual Billieve event in Niagara Falls, NY on Friday, October 10 as part of the NFL's month-long initiative to raise money and awareness for breast cancer research. The event will be held by the Buffalo Bills;* *ECMC; ECMC Lifeline Foundation; American Cancer Society; Canadian Cancer Society; Hard Rock Cafe Niagara Falls, USA; and KISS 98.5.

Bills players and participants in the International PINKTOBER Living Ribbon will walk from the Hard Rock Café to the Rainbow Bridge to span the bridge, uniting two nations in the fight against breast cancer. Those interested in participating in the Living Ribbon are encouraged to sign up now at buffalobills.com/billieve to reserve their spot on the Rainbow Bridge. While on the bridge, Niagara Falls will be illuminated pink to raise further awareness. Nicholas Picholas of KISS 98.5 will serve as the event emcee.

For the $30 Living Ribbon registration fee, of which all proceeds go to the American Cancer Society and Canadian Cancer Society, participants will receive a commemorative gift and a pink pashmina. All participants in the ribbon ceremony will be required to produce a passport or enhanced driver's license.

Following the Living Ribbon, a free outdoor concert open to the public will be headlined by the Spazmatics 80's Tribute Band on O'Laughlin Drive outside of the Hard Rock Café at 8:30 p.m. The Diva Show will also be performing, starting at 7:00 p.m.

"As a leader in cancer services in Western New York, ECMC is proud to be part of Billieve weekend and support the fight against breast cancer," said Richard C. Cleland, Interim CEO of ECMC. "From the ECMC Lifeline Foundation's mobile mammography coach screening woman in the community to the hundreds of patients we provide breast cancer care to, ECMC is committed to playing our part in preventing breast cancer and raising awareness in our hometown."

"With each passing year, we find ourselves even more excited to be associated with such a wonderful cause," said Gretchen Geitter, Bills Vice President of Community Relations. "We are extremely grateful to all of our partners for working with us to promote the importance of early detection and for yet another opportunity to celebrate breast cancer survivorship in Niagara Falls."

The ECMC Lifeline Foundation Mobile Mammography Coach, featuring two digital mammography screening units, will be located on O'Laughlin Drive. Participants are encouraged to visit the coach starting at 5:00 p.m. to receive information on early diagnosis and treatment.

Please visit buffalobills.com/billieve for more information.