Radiation oncologist helping Beat the Odds for Men Wear Pink campaign

PHILADELPHIA (WPVI) -- This is the 40th anniversary of Breast Cancer Awareness month and pink has become the color of hope and strength in this fight.

Not only do women wear pink - men do too to help "Beat the Odds."

Thousands of men have taken part in the American Cancer Society's annual Men Wear Pink campaign, among them Dr. Curtis Miyamoto of Fox Chase Cancer Center/Temple Hospital.

Dr. Miyamoto, a Radiation Oncologist and Associate Director of Clinical Services, says breast cancer deaths may have dropped, but the disease is taking a new toll.

"It's actually increasing in incidence in the younger women and what we're finding out, in a lot of cases, it's actually more aggressive," he says.

Men of all professions have helped Men Wear Pink in raising $40 million since it started.

"We are trying to raise funds for more research and for better screening and health education," he says.

Dr. Miyamoto and friends also use a little "sweet inspiration" in their campaign, with their big annual bake sale at Temple Hospital on October 24th.

To see all the local Men Wear Pink ambassadors, CLICK HERE.

You can also help fight cancer by joining the Making Strides Against Breast Cancer Walk Sunday, October 19 at Jack Curtis Stadium in Cooper River Park in Pennsauken, New Jersey.

The walk starts at 8:30 a.m. This year's emcees are Action News anchor Rick Williams and Ilia Garcia from Univision.