October is National Breast Cancer Awareness Month, and key celebrities in the Christian music world are joining with the National Breast Cancer Foundation (NBCF) to help promote awareness of the issue.

Five-time Dove Award winner Natalie Grant and three-time GRAMMY nominee Mandisa will join Lee Ann Rimes for the Grand Old Opry’s fifth annual “Opry Goes Pink” show Oct. 22. A part of the Opry’s Women Rock for the Cure initiative, the evening will include key performances by the artists in support of breast cancer awareness, as well as numerous activities recognizing breast cancer survivors.

This show will come on the heels of Mandisa’s Oct. 6 performance of the national anthem for the Sunday night NFL game between the San Francisco 49ers and Houston Texans. During her performance, she was joined on-field by members of the 49ers family who are breast cancer survivors.

Women of Faith, the nation’s largest gathering of Christian women, is asking attendees of their events to wear lots of pink in support of the movement. Special Women of Faith merchandise, including Bibles, hats and shirts, are also being sold during the organization’s events, with 20% of the proceeds being donated to NBCF.

“As an organization that hosts the largest Christian women’s events in the nation, we feel it is absolutely essential to use our ability to reach these groups of women with information about the life-saving power of early detection,” said Carol Nygren, executive vice president and managing director of Women of Faith. “Breast cancer is something that impacts all of us.”

Retailers can help this nationwide awareness effort by putting together a product display or endcap that feature breast cancer-related gifts and books. One book that addresses the subject that retailers might consider is Joni & Ken: An Untold Love Story by Ken and Joni Eareckson Tada, which tells the story of the Joni and Friends founder’s diagnosis and battle with breast cancer. 

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