The Power of Pink is a community project that is organized to celebrate the lives of El Paso's breast cancer survivors. This project is a collaborative effort amongst local hospitals, charitable organizations, foundations and pharmaceutical companies who serve those facing breast cancer.

As part of this program, survivors are given a glamour treatment and posed for a beautiful pictorial shot of where each individual is in their survival of breast cancer. These photographs are displayed at participating medical centers and Bassett Place with a personal message from each participant. The display is rotated during the month of October which is National Breast Cancer awareness Month.

The goal is to memorialize the continued lives of each person, to celebrate their beauty, to create a heightened awareness about the issue of breast cancer and to teach those that are newly facing a breast cancer diagnosis that survivorship is possible.