Breast Cancer Awareness Month, which began on 1 October, is organised by the National Breast Cancer Foundation; this year the theme of the campaign is RISE – Rise In Screening Everyone.

Mark Giannantonio, President of the Casino Association of New Jersey, commented: “It always makes me proud to see our city come together, united toward a common cause. Unfortunately, so many of us have been affected by cancer, whether through our own diagnosis or that of a loved one.

“This cause is personal for so many of us and Atlantic City casinos are honoured to join forces once again with local and national cancer prevention organizations to raise awareness and funding for breast cancer research and screening.”

Casinos from all over Atlantic City are rallying attention to the cause with a range of fundraising events and activities that are focused on raising funds to support research and prevention efforts.

The main activities include Bally’s Atlantic City’s second annual “Pink Your Drink” campaign, which features pink speciality cocktails and desserts with a percentage of the earnings going to help raise awareness and funding for breast cancer research; Borgata Hotel and Casino Atlantic City will be participating in the awareness campaign by illuminating its top of the building and 32nd floor of The Water Club in pink.

Caesars Entertainment's Atlantic City Resorts will also “go pink” with pink lights on each property’s exterior, to show support to all the women in the region who battle breast cancer.

Golden Nugget, Hard Rock Hotel and Casino, Ocean Resort Casino and Resorts Casino Hotel will also be participating in the breast cancer awareness campaign, with various events and pink beverages.