SAN ANTONIO – Komen San Antonio is hoping to send a message to women during the month of October, by lighting the Tower of the Americas a bright color.

Beginning Sept. 29 the lights surrounding the San Antonio staple will glow pink for Breast Cancer Awareness Month.

"My thought on it is when I said I wanted to light it pink was I wanted it to be beacon," said Jennifer Boland of the Tower of Americas.

For the last six years, Boland has partnered with the local Susan G. Komen chapter to light the tower pink in honor of their annual “Ignite the Night” event. The celebration honors those affected by breast cancer in San Antonio.

"It's a great reminder for our city to take action," said Elyse Bernal of Komen San Antonio.

According to Bernal, more than 1,100 women in Bexar County will be diagnosed with breast cancer this year. Advocates hope the event and lit up tower encourages more women to be proactive on their health.

"It's more than just pretty lights, it's more than just awareness, we want people to turn that into action and get screened," Bernal said.

One hundred percent of the funds raised for the event on Sept. 29 will go towards helping uninsured and under-insured patients get access to breast cancer screening, treatment assistance, education, and pain relief care.

Purchase tickets for the event here.