On October 4th, Denmark turned pink once again. Bridges, town halls, and shop windows across the country lit up in soft rosy hues as thousands of people joined events celebrating Lyserød Lørdag, Pink Saturday, the highlight of the Støt Brysterne campaign (“Support the fight against breast cancer”).
It was a week filled with energy and goodwill. Communities hosted charity walks, bake sales, and concerts. Schools and offices dressed up in pink, while many companies donated part of their profits to breast cancer research and support programmes. And even though the main events are over, Denmark’s pink presence continues, both in public spaces and online.
Breast cancer in Denmark – facts and awareness
Every year, around 5,000 people in Denmark are diagnosed with breast cancer, making it the most common type of cancer among Danish women. Thanks to early detection and strong public healthcare, the five-year survival rate now exceeds 85%, one of the highest in Europe.
All women aged 50 to 69 are invited for free mammography screening every two years, as part of Denmark’s nationwide prevention programme. Early diagnosis means better treatment options and higher recovery rates — and that’s what campaigns like Lyserød Lørdag aim to encourage and celebrate.
Sources:
Kræftens Bekæmpelse: cancer.dk/brystkraeft/fakta
Sundhedsstyrelsen: sst.dk/screening/brystkraeftscreening
The pink presence that continues
Throughout October, the colour pink remains visible across Denmark. In Roskilde, Energy Tower, operated by ARGO, was illuminated in pink light to symbolize unity and hope.
Companies have also joined the movement. The Danish beauty retailer Matas sells the official Støt Brysterne pink ribbon, designed this year by Søren Le Schmidt, with proceeds going directly to Kræftens Bekæmpelse, the Danish Cancer Society. On cancer.dk, you can browse this year’s “Årets produkter” (“Products of the Year”), items where part of each purchase supports breast cancer awareness. The organisation also maintains a list of company partners collaborating with the campaign.
Small gestures, a light, a color, a smile keep the message alive well beyond one weekend.
How you can still get involved
If you live in Denmark, there are many ways to stay part of this movement even after Pink Saturday:
– Wear something pink at work, school, or when out walking. It’s a simple, visible sign of solidarity.
– Make a small gesture, donate directly via cancer.dk/stotbrysterne or purchase the official pink ribbon from Matas.
– Host your own pink moment, a coffee morning, a small club event, or a get-together at home.
For many internationals, joining Lyserød Lørdag or its ongoing activities is also a way to connect with Denmark’s culture of community and empathy, where caring for others is something people do together.
The light that lingers
As October days grow shorter and greyer, a hint of pink still brightens Denmark’s towns and cities. Lyserød Lørdag reminds us that care and compassion don’t end with a single weekend. Every act, no matter how small, makes a difference.
So next time you see a pink ribbon on someone’s coat or a softly glowing building, take a moment to smile. It’s a quiet reminder that in Denmark, solidarity with those affected by breast cancer doesn’t fade; it keeps shining, heart to heart.
Learn more or find your way to contribute:
👉 Official campaign – Støt Brysterne: https://www.cancer.dk/stoet-brysterne/
👉 This year’s products – Årets produkter: https://www.cancer.dk/stoet-brysterne/aarets-produkter/
👉 Buy the official ribbon – https://www.cancer.dk/stoet-brysterne/sloejfen/forhandlerliste/#liste
👉 Corporate partners – Samarbejdspartnere: https://www.cancer.dk/stoet-brysterne/til-virksomheder/samarbejdspartnere/
