Mitsubishi Forklift Trucks of Houston, the factory dealership owned by Mitsubishi Caterpillar Forklift America, Inc. (MCFA), is launching their campaign, “Real Men Drive Pink,” which focuses on raising awareness about male breast cancer.

“We’re auctioning a PINK electric forklift truck as the cornerstone of the campaign,” said Landre Eagleton, general manager. “Forklifts tend to be perceived as ‘macho,’so this focus to increase awareness with our customers, operators and the public is a great fit.  We also have a few more events under development.”

Funds raised through the “Real Men Drive Pink” campaign will be donated to the Breast Cancer 3-Day, benefiting Susan G. Komen for the Cure and the National Philanthropic Trust Breast Cancer Fund.  The three-day, 60-mile walk requires months of physical and financial preparation, challenge and triumph.  Participants commit to raising $2300 each in order to participate and follow a four to six month physical training program.

“Many men think of breast cancer as a disease that only women face,” Eagleton said.  Eagleton says he had to count himself as one of the people “absolutely unaware” that breast cancer affects men.  The American Cancer Society estimates in 2009 about 1,910 new cases of invasive breast cancer will be diagnosed among men in the U.S.  Breast cancer in men is often fatal because the symptoms are ignored. Simply put, men lack awareness.

“We are thrilled to partner with the ‘Real Men Drive Pink’ campaign,” said D’Lyn Biggs, Team Tiara captain.  “In support of the Breast Cancer 3-Day, our team works year-round to build awareness and raise funds for breast cancer research.  Our ongoing message is that breast cancer isn’t your just grandmother’s disease.  It knows no age, gender or socio-economic boundaries.  This campaign reinforces that message and will help save lives.”

Each year the employees of Mitsubishi Forklift Trucks of Houston support organizations’ efforts to eradicate breast cancer.  “The ‘Real Men Drive Pink’ campaign adds just one more opportunity to increase awareness and continue the fight,” Eagleton said.