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According to the American Cancer Society, one in eight women will develop breast cancer — a frightening statistic echoed during a new event on Halloween which falls during Breast Cancer Awareness Month. But the purpose of the event, featuring UVA Health and UVA team members and community partners, is to help turn that tide on that statistic and fight breast cancer. On Oct. 31, they mixed camaraderie, movement, and music — with the element of surprise — to promote information and resources on prevention, screening, and care to area residents in key venues around Charlottesville, Virginia.

Team members planned for weeks the best way to host “flash mobs” — in which a group of volunteers, dressed in bright pink, spontaneously breaks out in the “Boots on the Ground” dance in several locations one after another around the city, where crowds were already gathered for other events. 

‘Meaningful Difference’ 

Community Partnerships and Health Outcomes Director Jackie Martin, MPH, CDM, UVA Health Office of Community Engagement and Health Outcomes, came up with the idea for the Pop Up in Pink featuring Boots on the Ground project. The planning committee included UVA Comprehensive Cancer Center’s Office of Community Outreach and Engagement Navigation Outreach Specialist Keyri Lopez-Godoy and Outreach Specialist Claudette Grant; UVA School of Medicine’s Office of Medical Sciences Outreach’s Dwan Love, interim Director, Student Engagement and Strategic Partnerships; UVA Health Office of Strategic Marketing and Communication team members; Shaniece Bradford, Just Be Well Experience; and Martize Tolbert, National Director of Client and Community Engagement, The Fountain Fund. They came up with a schedule for the series of all-day Saturday events, scouted locations, and recruited and trained volunteer dancers.

Celebrating Life  

“It’s heartwarming to see so many people stop, dance with us, and hear the important message about breast cancer screening,” says Martin. “This event is a wonderful example of what can happen when community partners come together, and I’m incredibly grateful to The Fountain Fund, Shaniece Be, and everyone who helped make Pop Up in Pink such a success! If our efforts inspire even one person to get screened, we're making a meaningful difference!”

Bradford (pictured on the left with Charlottesville Mayor Juandiego Wade) led about 10 volunteer dancers — including UVA Health team members, breast cancer survivors, local residents, and some members of the Miss Charlottesville Juneteenth Pageant — in practice sessions at the Jefferson School in the weeks leading up to the event. 

On Oct. 31, at various consecutive locations, Tolbert caught the attention of the crowd, explained why the team is there, and introduced the team. That included cancer survivor Patricia Blair (pictured below on the left; next to Tolbert, on the right) who emotionally shared the toll the disease has taken on her loved ones: "I’ve had a lot of cancer go through my family and it’s a disaster — my grandparents, my parents, my siblings, my brothers, my sister. If you feel there’s something wrong with your body, go get it checked out!" she advised onlookers.

Dancers of all ages performed the “Boots on the Ground” line dance in the late morning at IX Art Park, then on the Downtown Mall. At mid-day, they moved to Charlottesville City Market. After an afternoon break, they gathered again at two evening locations: UVA Lawn and Tonsler Park.  

For Bradford, who shared her story with local media recently, the message is personal: “Our goal: to bring awareness to breast cancer, celebrate survivors, and remind our community of the importance of early detection, support, and connection. As a breast cancer survivor, I'm especially grateful for the opportunity to bring our community together in a way that celebrates life while raising awareness about something that impacts so many families.”

‘Not Standing Alone’ 

Tolbert, who emceed, also shared his own connection: “Before this past year, I could count on one hand the number of people I had personally lost to cancer. Over the past year, I’ve lost nearly half a dozen people who were close to me to cancer. Experiencing that much loss in such a short period of time has made this fight much more personal for me. Participating in this event is my way of showing up for the people we’ve lost, the people currently fighting, the survivors, and the families and communities walking alongside them.” 

He adds: “For me, leading the dance and serving as the emcee is about bringing people together through joy, movement, and community while honoring a cause that carries so much weight. Sometimes healing and awareness can happen through a smile, a dance, a conversation — or simply knowing you're not standing alone. I’m honored to use my voice and presence to help create that space.” 

Making a Difference 

Martin, Lopez-Godoy, Grant, volunteers, and some of the dancers then handed out pink bags — filled with a breast cancer awareness pink ribbon, resources, and information — to members of the audience. The team also engaged in conversations with attendees and answered their questions.

“We want to emphasize that early detection can make a real difference,” says Lopez-Godoy. “If you’re 40 or older and at average risk, talk with your doctor about getting a mammogram. You can also help lower your cancer risk by staying active, maintaining a healthy weight, limiting alcohol, and avoiding tobacco.”

To connect with resources in the Charlottesville area to help with cancer prevention and early detection: contact a Navigator Outreach Specialist such as Lopez-Godoy to help find resources to ensure screenings get completed and reach out to the Every Woman's Life (EWL) program, which offers free mammograms to uninsured individuals.