No More Pink: NFL Breast Cancer campaign changing in 2017

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Since 2009, the NFL has dressed up its fields, sidelines and players in pink every October to raise awareness and funds for breast cancer screenings and education in conjunction with the American Cancer Society. Teams were told last week in a league-wide conference call that each club will choose its own cancer cause to support during a three-week window next October.

The initiative will still be called “A Crucial Catch,” but teams now have a say in the cause they’ll champion for about 18 percent of their schedule. They can still choose breast cancer, or another detectable, screenable cancer such as prostate or colorectal cancer—or one to which a player or coach has a personal tie. Teams can also support more than one cancer cause per season, and they can change their choice(s) from one season to the next. Similar to the “My Cause, My Cleats” campaign that debuted this year, in which players wore customized cleats to share a message for one game, it’s a break from the homogeneity of NFL campaigns in the past.
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