Community plays a critical role in the fight against breast cancer, providing encouragement, compassion and connection that can help patients and survivors navigate one of life's most difficult challenges.
While advances in screening, diagnosis and treatment continue to improve outcomes, the presence of a strong network of family, friends, healthcare professionals and advocates remains invaluable throughout the healing journey.
In recognition of that collective commitment, more than 200 community members gathered at South Texas Health System (STHS) McAllen on Saturday, October 3, for STHS' sixth annual Think Pink Parade.
The event serves as a powerful reminder that education, regular screenings and timely access to care remain among the most effective tools for reducing the impact of breast cancer, one of the most frequently diagnosed cancers among women in the United States.
"The tremendous turnout for this year's Think Pink Parade reflects the compassion and generosity of the Rio Grande Valley," said Tom Castañeda, System Director of Marketing & Public Relations, STHS. "This event is about more than raising awareness. It's about celebrating survivorship, honoring those we've lost and reminding those affected by breast cancer that they are not alone."
An estimated 321,910 women in the U.S. will be diagnosed with invasive breast cancer this year, according to the American Cancer Society, while more than 42,000 are expected to lose their lives to the disease.
Although these statistics remain sobering, early detection continues to significantly improve outcomes, reinforcing the importance of preventive care and routine mammograms.
Through the Think Pink Parade, STHS encourages women to take an active role in their health by staying informed about their risk factors, keeping up with recommended preventive care and discussing any concerns with their healthcare providers.
"This event is an important reflection of our commitment to the people we serve," said Emma Montes-Ewing, Chief Executive Officer, STHS McAllen. "We want women to have access to the knowledge and resources they need to make informed decisions about their health, while also offering encouragement to those currently undergoing treatment and honoring the memory of those who have lost their battle with this disease."
Despite the threat of rain, participants transformed the STHS McAllen campus into a sea of pink, filling it with decorated vehicles, uplifting messages and a heartfelt tribute to patients, survivors and their families.
The morning began with participants adorning cars, trucks, motorcycles and emergency response vehicles with pink ribbons, balloons, signs and other decorations before lining up for the parade route.
Together, they created a moving tribute to survivors, those currently in treatment and loved ones whose lives have been affected by cancer.
A highlight of the event was hearing from two Think Pink Parade ambassadors who shared their individual experiences and encouraged attendees to prioritize their health through routine screenings.
One of those ambassadors was STHS McAllen employee Jenna Silva, who was diagnosed with stage 2 breast cancer at age 50 after a routine mammogram in 2024 revealed an abnormality. With no family history of the disease, the diagnosis came as a surprise. Following months of treatment, Silva is now cancer-free and shares her experience to encourage others to prioritize their health.
"I encourage every woman to make her health a priority and get screened," said Silva. "Don't wait until you feel something or think something is wrong. Make that appointment, ask questions and know your body."
Also serving as a Think Pink ambassador was Veronica Gomez, who was diagnosed with stage 2 breast cancer in May 2024. Today, she is cancer-free and committed to helping others facing similar circumstances.
"When you're going through cancer, it can sometimes feel like you're facing it alone," said Gomez. "That's why being here was so important to me. I wanted other patients to see that there are people who understand what they're going through. We're in this together."
The event also featured a special proclamation from the City of McAllen and the McAllen Police Department officially recognizing October 2026 as Breast Cancer Awareness Month. The proclamation underscored the importance of education, preventive screenings and advocacy in helping improve outcomes and save lives.
Additionally, attendees had the opportunity to connect with more than a dozen vendors, including representatives from the Mission, Pharr, San Juan and Alamo police departments, the STHS McAllen Radiology Department and other community organizations.
"The incredible response to this year's parade demonstrates what makes the Valley so special," said Castañeda. "When people come together around a common cause, they create hope, inspire action and remind those facing difficult circumstances that they are not alone. That sense of unity is one of the most powerful tools we have in the fight against breast cancer."
The Think Pink initiative will continue throughout October with Mammo Mondays, a series of dedicated events designed to promote breast health education and highlight the importance of preventive screenings across the Valley.
Hosted at STHS facilities throughout the month, Mammo Mondays will provide women with information about breast health, access to screening resources and opportunities to learn more about the mammography services available within the STHS network.
The Mammo Mondays schedule is as follows:
October 5 | STHS ER Weslaco | 8 a.m. - 5 p.m.
October 12 | STHS Edinburg | 8 a.m. - 5 p.m.
October 19 | STHS McAllen | 8 a.m. - 5 p.m.
October 26 | STHS ER Mission | 8 a.m. - 5 p.m.
To further encourage women to prioritize their health, STHS is offering special self-pay pricing throughout October, including $100 for 2D mammograms, $155 for 3D mammograms and $155 for bone density screenings.
"Think Pink is about turning awareness into action," said Montes-Ewing. "By expanding access to screenings and providing education throughout the month, we hope to empower more women to take charge of their health and seek preventive care that could ultimately save lives."
For more information about Think Pink events, mammography services or special Breast Cancer Awareness Month pricing, visit the STHS Think Pink webpage, contact the STHS Marketing Department at (956) 388-2033 or STHSMarketing@uhsinc.com, or call the STHS pre-registration line at (956) 388-2190 to schedule a mammogram.
About South Texas Health System
South Texas Health System is a multi-hospital health care system serving patients throughout the Rio Grande Valley. The system includes four hospital campuses with specialties in pediatrics, heart and vascular services, maternity and women’s health and trauma services. Treatment for behavioral health needs and addictive disorders is also provided through the system's South Texas Health System Behavioral Health campus location. South Texas Health System is affiliated with the South Texas Clinical Partners ACO, Prominence Health Plan, and Cornerstone Regional Hospital. The system operates an advanced Level I Trauma Center at South Texas Health System McAllen, the first dedicated children’s hospital and pediatric ER at South Texas Health System Children’s, a specialized cardiac ER at South Texas Health System Heart, and seven freestanding emergency rooms located in and around Weslaco, Mission, Edinburg, McAllen, Pharr and Alamo. For more information on the system, please visit www.southtexashealthsystem.com.
