ROCHESTER, Minn. – The American Cancer Society is encouraging everyone to wear pink!

Wednesday is the first ever National Real Men Wear Pink Day where men and women are encouraged to wear the color pink in support of breast cancer awareness.

It’s part of the Real Men Wear Pink campaign which raises awareness and money for breast cancer research.

In 2018, more than 260,000 new cases of the disease will be diagnosed. Elizabeth Harris with the American Cancer Society said wearing pink can help those people and the three million breast cancer survivors know they are not alone.

“Those people will really feel a sense of support from seeing all these people wearing pink,” she said. “Cancer’s very scary and can be a lonely journey and to know they have all these people behind them, I think that's important.”

She also hopes it will create real change.

“It will maybe serve as a reminder for people to go out and get their screenings done and take their preventative measures. The earlier breast cancer is detected the better the results are,” Harris said.

People in Rochester can celebrate National Real Men Wear Pink Day at LTS Brewing Company. It’s hosting a happy hour fundraiser from 5:30pm-8pm. The event will have trivia and a photobooth.

KIMT News 3’s Daybreak Anchor Tyler Utzka, is also a candidate for Rochester’s Real Men Wear Pink campaign. He is more than halfway to his $2,500 goal for breast cancer research.

If you’d like to donate to his campaign and support breast cancer research, click here.