A new event in Southwest Virginia aims to make an impact in the fight against breast cancer while bringing the community together.

Virginia's new law, effective 2026, prohibits insurance deductibles for breast cancer screenings, aiming to improve early detection and outcomes for high-risk patients like Leanne Keen.

The power of pink was in full force in Roanoke on Tuesday, as hundreds of people packed into The Hotel Roanoke ballroom for the annual Power of Pink fundraiser luncheon for the Virginia Breast Cancer Foundation.

October is Breast Cancer Awareness Month, and the Virginia Breast Cancer Foundation is marking the occasion with its annual Power of Pink fundraiser luncheon.

Leecy Fink and fellow advocates are pushing for legislation to mandate insurance coverage for diagnostic testing to aid early breast cancer detection, potentially saving lives and reducing treatment costs.

Many people don’t know there are trials going on right now for a breast cancer vaccine.

Each year, there are 7,800 women and men in the VBCF service area who are diagnosed with breast cancer.

The Power of Pink luncheon is coming up and you have until Friday to get your tickets.

In Virginia, there are almost 7,600 new cases of breast cancer each year and more than 1,150 deaths due to this disease.

On Monday, the Virginia Breast Cancer Foundation hosted its Power of Pink Luncheon at The Hotel Roanoke.

This year’s keynote speaker is New York Times Best Selling Author, Elin Hilderbrand. She was diagnosed with breast cancer in 2014 and had a double mastectomy.

Working to fight breast cancer, provide support for those going through it

ROANOKE, Va. – October is Breast Cancer Awareness Month and the Virginia Breast Cancer Foundation (VBCF) wants to get the word out in southwest Virginia that resources are available. All month VBCF is hosting a virtual education series, answering questions from those with cancer. The executive director said often patients zone out when they receive a diagnosis. “When you hear the word ‘cancer,’ your mind doesn’t always then focus on all the details beyond that,” said Katy Sawyer, Virginia Breast Cancer Foundation executive director. “You sort of go to, ‘Oh my goodness, my loved ones, my family, my friends.’”Thursday’s education topic is eating for better health.

He started Keeper for a Cure, to raise money for the Virginia Breast Cancer FoundationCopyright 2019 by WSLS 10 - All rights reserved.

BLACKSBURG, Va.- - Community members and Virginia Tech Fashion and Design students were challenged to design a bra based on the theme, Fighting Breast Cancer. The designs are on display at various stores in Kent Square in downtown Blacksburg where you can vote for your favorite while supporting the 11th annual Pretty in Pink downtown fundraiser. Money from the challenge will go to the Virginia Breast Cancer Foundation. "Breast cancer is important. All levels are welcome and 100% of the donations will benefit the Virginia Breast Cancer Foundation.