The Fifth Annual Billieve program kicked off Friday, October 1st when the Buffalo Bills lit Niagara Falls Pink to raise awareness for the Billieve Breast Cancer Awareness Program. The campaign continued two days later prior to the Buffalo Bills vs. New York Jets game at Ralph Wilson Stadium on Sunday, October 3rd. This is the second year that the NFL supported the National Breast Cancer Awareness Campaign throughout the league.

Pre-game activities include a pink ribbon distribution to 20,000 fans at the entrance gates, breast cancer survivors on the field forming Stampede Row, a commemorative pink coin for the coin toss and the presentation of the special ceremonial pink game ball. The Buffalo Jills cheerleaders wear pink jerseys and use pink pom-poms during the game. Pink goal post padding, Billieve banners on the stadium ring wall and ribbon logos painted on the field are also a part of the awareness campaign. Players and coaches also have the opportunity to use pink cleats, wristbands, gloves, sideline caps, captain's patches, skull caps, chin straps and sideline towels.

Delaware North Companies (DNC), the Bills retail partner, sells "Billieve" logo merchandise such as pink tee shirts, hats, knit caps, "Billieve" logo mini-helmets and other pink-themed Reebok items at their locations and on-line at buffalobills.com. The Buffalo Bills and Delaware North Companies Sportservice donate $5.00 from each sale of "Billieve" Merchandise to the Western New York Affiliate of Susan G. Komen for the Cure.

As part of the Billieve program, the Buffalo Bills also participate in the Annual Survivors Luncheon in May and have a team in the Race for the Cure in June. New to this year's campaign, Fred Jackson and Kyle Williams participated in a Public Service Announcement to increase awareness even further.

We would like to thank our partners WNY Affiliate Susan G. Komen for the Cure, Kaleida Health and Zeta Tau Alpha for ensuring a successful 2010 Billieve Breast Cancer Awareness Program! Also a special thanks goes out to the Buffalo Bills Women's Association for all of their help on game day.

Susan G. Komen Recommendations for Breast Health:

1.) Know your risk: Learn your family history and talk to you doctor about your personal risk.

2.) Get screened: Have yearly mammogram starting at 40 if you are average risk, a clinical breast exam by a physician every year if you are 40 or over and every 3 years starting at 20.

3.) Know what is normal for you: See your health care provider right away if you notice any changes in your breast.

4.) Make healthy lifestyle choices: Routinely exercise, maintain a healthy weight and limit alcohol intake.

1 out of 8 women will be diagnosed with breast cancer in their lifetime. Getting older is the greatest risk factor for breast cancer and there currently is no cure. However, when breast cancer is diagnosed early and confined to the breast there are more treatment options and a 97% chance of survival. Mammography can detect breast cancer early. Early detection saves lives!

For more information on the Komen Western New York Affiliate go to www.komenwny.org or for Breast Cancer Information call 1-877-GO KOMEN

Visit http://www.shopthebills.com/breastcancerawareness.aspx for exclusive Buffalo Bills Breast Cancer Awareness items!

Click the picture below for the photo gallery of the 5th Annual Billieve campaign