Mitsubishi Forklift Trucks of Houston, the factory dealership owned by Mitsubishi Caterpillar Forklift America, Inc. (MCFA), is attempting to raise awareness of male breast cancer with its new "Real Men Drive Pink" campaign.

The American Cancer Society estimates that 1,910 new cases of invasive breast cancer will be diagnosed among US men in 2009. Breast cancer in men is often fatal because the symptoms are ignored. Simply put, men lack awareness.

Funds raised through the campaign will be donated to the Breast Cancer Three-Day walk, benefiting Susan G. Komen for the Cure and the National Philanthropic Trust Breast Cancer Fund. The three-day, 60-mile walk requires months of physical and financial preparation, challenge and triumph. Participants commit to raising USD2,300 each to participate and follow a four to six month physical training program.

"We're auctioning a PINK electric forklift truck as the cornerstone of the campaign," says Landre Eagleton, the dealer's general manager. "Forklifts tend to be perceived as 'macho,' so this focus to increase awareness with our customers, operators and the public is a great fit. We also have a few more events under development."