Smart Motors Toyota in Madison has observed Breast Cancer Awareness Month in a bold and eye-catching manner every year since 2010. Anyone looking at the night sky near Odana Road has witnessed a brilliant display in the form of a powerful rose-tinted glow. That’s because Smart sponsors a vivid pink light show in respectful observation of Breast Cancer Awareness Month. This eye-popping exhibit is their way of connecting with the community in a symbolic, entertaining and meaningful fashion for an exceedingly important cause.
As most people know, the color pink – especially pink ribbons – has become synonymous with breast cancer. But are you aware of the history behind this iconic symbol?
To set the stage, one has to go back to 1979 and the “Iran Hostage Crisis.” This is when the U.S. Embassy in Tehran was overtaken by supporters of the Iranian revolution. The Iranians – who were primarily college students – held 52 United States Diplomats hostage for 444 days.
Inspired by a Ribbon
Inspired by a 1973 number-one song, the wife of one of the hostages decided to literally “Tie A Yellow Ribbon Round The Ole Oak Tree” to make people aware of the touch and go situation her husband and 51 others were in. Suddenly yellow ribbons were tied around every kind of tree as her campaign took off throughout America.
The second such statement was during the AIDS crises. Activists opted for the color red, and looped the ribbon so it could be worn as a pin. The red ribbon pin was created to raise consciousness of the disease and also to represent those affected by it. The symbol went viral after it made its national television debut as presenters and nominees donned them at the 1990 Tony Awards.
Susan G. Komen for the Cure® has used the color pink in their logo since the non-profit’s inception in 1982. But it wasn’t until 1991 that the breast cancer awareness and fundraising organization began distributing pink ribbons to all breast cancer survivors and participants of the Komen New York City Race for the Cure®.
Then in 1992, Alexandra Penney, editor-in-chief of Self magazine, wanted to put the magazine’s second annual Breast Cancer Awareness Month issue over the top. She did this by creating a ribbon and enlisting the cosmetics giants to distribute them in New York City stores. And thus, the birth of the pink ribbon!
Pink Lights Bring Awareness
“With our pink light display, we are fortunate enough to have a real opportunity to increase awareness,” says Robert Jordan, Assistant General Manager at Smart Toyota. “We know that members of our staff and so many of our guests who use our services have been, in some way, touched by breast cancer. We want to be part of the cure.”
According to Komen.com, In 2022, it’s estimated among women in the U.S. there will be:
• 287,850 new cases of invasive breast cancer (This includes new cases of primary breast cancer, but not breast cancer recurrences.)
• 51,400 new cases of ductal carcinoma in situ (DCIS), a non-invasive breast cancer
• 43,250 breast cancer deaths
Mid-West Largest Display
The pink lights display at Smart Motors is believed to be the largest of its kind for an auto dealership in the Midwest. It generally takes three days to install the pink gels in their 149 exterior lights. They will have a total of 85 pink lights at the Toyota showroom and service facility location (5901 Odana Road), and there will be 64 additional lights shining pink at their new preowned facility across the street at 5710 Odana Road. It’s a first-place display for one of Wisconsin’s largest volume Toyota dealers, and the Midwest’s largest hybrid dealership. The pink aura will light up the west side throughout the month of October.
Smart Motors was founded in 1908 by O.D. Smart and is one of the nation’s oldest automotive dealerships, is the mid-west’s largest hybrid dealer and one of Wisconsin’s largest volume Toyota dealers. Located at 5901 Odana Road, Smart Motors is Wisconsin’s only two-time President’s Cabinet Award recipient from Toyota Motor Sales for superior customer service & sales volume. Dealership’s history.
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