Jerusalem's historic Old City walls were lit up bright pink on Monday evening, marking the launch of a breast cancer awareness campaign in Israel.
The wife of Prime Minister Benjamin Netanyahu, Sara, and Jerusalem Mayor Nir Barkat flipped a switch, turning the massive fortifications from their traditional golden hue to a deep pink.
"We are part of the global community and this is a fight that belongs to all of us," Netanyahu told Channel 2 Television. "Early detection saves lives."
The event marked the start of a campaign in Israel by the international group, the Susan G. Komen for the Cure, aimed at raising awareness about breast cancer.
"In Israel alone breast cancer constitutes nearly 30 percent of all cancer cases and is the number one reason for death among women in Israel," the group said in a statement.