Pink October in Florence 2020
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Pink October in Florence 2020

Initiatives across the city to raise funds and promote breast cancer awareness

Mon 12 Oct 2020 8:01 AM

A month-long focus on breast cancer awareness spreads the message about the importance of prevention. “An early diagnosis reduces the mortality rate of breast cancer, requiring less invasive treatments and more likely to be effective. The participation of everyone will be important to create widespread awareness of a battle that, if fought all together, can be won”, explains president of Firenze in Rosa Onlus, Lucia De Ranieri.



Firenze in Rosa




From October 19-24, the Firenze in Rose non-profit charity will host a series of events to mark international breast cancer prevention month. The flyer distributed to spread awareness is transformable into a pink bow, using origami techniques. Share a photograph on social by tagging @firenzeinrosa or using the hashtag #FirenzeInRosa.


Free ultrasound breast checks will be available upon reservation for women up to 45 years, and over 75 years, at the Punto Rosa (Pink Point) set up at The Student Hotel, Viale Spartaco Lavagnini, 70. The checks will also be available for men with a family history of the disease. For information and reservations: T: 388 8049901 from 10-12am, Tuesday and Thursday; from 3-7pm, Monday, Wednesday, Friday.


Six historic gates and other buildings and monuments in Florence light up pink to show support.


For more info, see:, follow the Facebook page and Instagram.




Yoopies #MomentoRosa

Yoopies have launched an awareness campaign and initiative to support mothers attending mammography screenings. As part of Pink October, Yoopies will cover the cost of two hours babysitting to allow mothers to attend a screening and take their own #MomentoRosa. 




Ali di Venere


Press conference at The Student Hotel



Newly launched Florentine initiative, ‘Ali di Venere‘, is a project by well-known Florentine influencer Sara Innocenti and jewellery designer Susanna Alisi. Historic female figures of Florence are given a modern makeover to bring attention to influential women such as Caterina and Anna Maria Luisa de’ Medici, Sister Plautilla and Beatrice. T-shirts, bookmarks, jewellery and other products depict these “women of yesterday for the women of today”, with tattoos, piercings, and inspiring quotes. The project is collaborating with Fondazione Umberto Veronesi, raising funds for breast cancer research. 

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