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The Bills need your help to turn Niagara Falls pink


The Buffalo Bills; ECMC; ECMC Lifeline Foundation; American Cancer Society; Canadian Cancer Society; Hard Rock Cafe Niagara Falls, USA; and KISS 98.5 will host the eighth-annual Billieve event in Niagara Falls, NY on Friday, October 11th as part of the NFL's month-long initiative to raise money and awareness for breast cancer research.

To get the evening started, participants, Buffalo Bills players and their families will walk from the Hard Rock Café to the Rainbow Bridge where they will form the International PINKTOBER Living Ribbon, stretching from Niagara Falls, NY to Niagara Falls, Ont. – uniting two nations in the battle against breast cancer. 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.




"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 Jody Lomeo, ECMC Chief Executive Officer. "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."     

Those interested in participating in the living ribbon can register online at and for $30, receive a commemorative gift, pink pashmina and a spot on the Rainbow Bridge to help form the Living Ribbon.  All of the proceeds from the living ribbon will go to the American Cancer Society and the Canadian Cancer Society. Online registration will end at noon on Friday, October 11th, and walk-ups are welcomed. Check-in for the living ribbon will be handled on O'Laughlin Drive. All participants in the ribbon ceremony will be required to produce a passport or enhanced driver's license.

"The Buffalo Bills have adopted a focus on health and safety throughout the community. Taking an active role in the fight against breast cancer helps us promote better, healthier lifestyles for women," said Mary Owen, Buffalo Bills Executive Vice President of Strategic Planning. "We are excited to hold another fun and engaging cross-border Billieve event to continue spreading awareness about the need for regular screenings."

Zac Brown Tribute Band has signed on to perform a free outdoor concert to close out the night's festivities. ZBTB is the nation's premier Zac Brown tribute band. They capture the Zac Brown experience by presenting audiences with a wide range of the band's original songs and covers by some of New York's top musicians. They bring soaring vocal harmonies and precise instrumental lines to create an exciting and exhilarating experience, rivaled only by Zac Brown himself.

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 and receive information on early diagnosis and treatment.

Throughout the event, participants may purchase breast cancer awareness merchandise, with a portion of the proceeds benefitting the American Cancer Society and the Western New York Affiliate of Susan G. Komen for the Cure.

The night will conclude with a pink fireworks show.

To honor the event and further raise awareness, various locations in Niagara Falls and Buffalo will "go pink," including the Hard Rock Café; Niagara Falls, USA; the Electric Tower; the Peace Bridge; the Buffalo Niagara Convention Center; Giacomo Hotel; and the Seneca Niagara Casino & Hotel. 

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