A window decorator handles a faux paint spill in the window of DoubleTake Consignment in Red Bank earlier this week as part of the store’s Pink Bank display. (Click to enlarge)

By DUSTIN RACIOPPI

Stating the obvious here, but Pink Week is upon us again, that time of year when downtowns go blush and flushed in pink, and awareness is unavoidable.

Pink streets, pink flags, pink bracelets, pink windows, pink parties, redbankgreen‘s pink masthead. You get the idea.

But pretending that you’ve somehow missed what this whole thing is about, or you’re new to town, skip below for an explainer of what it all means, why it’s here and how you can join the cause.

It’s time to paint the town pink for Riverview’s Pink Week. (Photo by Dustin Racioppi; click to enlarge)

Colloquially known as Pink Week, April 30 to May 7 is Riverview Medical Center and Red Bank RiverCenter‘s annual (now in year five) Paint The Town Pink campaign, a PR blitz in select towns ’round the Green boosting the importance of breast cancer awareness, detection and treatment.

Over the course of Pink Week, the participating towns of Red Bank, Fair Haven (which is a newcomer) and Monmouth Beach rally support with a slew of events, specials at businesses and residents banding together for the cause, be it hanging a pink flag on the porch or dropping money in a bucket for the less fortunate to get a mammogram.

The goal is threefold: To encourage women aged 40 and up to have their annual mammogram, raise money for the underserved and uninsured women in the community, and heighten overall awareness and make a difference in the lives of women in our area.

Activities are abundant for the week, and they’re not restricted to women. A full schedule can be viewed on the Paint The Town Pink website, but here’s a preview of what’s to come.

Saturday

Pink Retail Day: In Red Bank, it’s the Only One Red Bank Home Event, from 10 a.m to 3 p.m., and Spring Into Pink Haven retail event, from 10 a.m. to 5 p.m., in which hundreds of participating businesses offer discounts.

Play For Pink: At Fair Haven Fields from 9 a.m. to 2 p.m., local teeball, baseball, softball and lacrosse teams match up in support of Pink Week, with lots of activities on the sidelines. Rain date May 7.

Mammos For Mom: Hosted by the Jane T. Booker Women’s Center, Riverview will offer mammographies from 8 a.m. to 3 p.m., plus information, free gifts, refreshments and live music.

Sunday

Pink Haven Pancake Breakfast: Cub Scout Pack #7 will host a pancake breakfast at the Fair Haven Fire Department from 8 a.m. to noon. Seven bucks for adults; five for kids.

Community Day: From 1 to 4 p.m., it’s a chockablock lineup of events in the Riverview parking lot. There’ll be rides and arts and crafts for the youngsters, a “pamper me” tent for women, with complimentary massages, make-up and hair consultations, plus a “Real Men Wear Pink” area where guys can test their strength and showcase their athletic skills with interactive sports games.