**October is Breast Cancer Awareness Month: Highlighting Genetic Screening at the TODAY Show’s Pink Power Hour**

*Published October 20, 2025, 2:30 a.m. ET*

October is Breast Cancer Awareness Month, a nationwide initiative dedicated to raising awareness about breast cancer risks and sharing the powerful stories of those affected by this devastating disease. Throughout the month, various awareness campaigns, fundraising efforts, and community events unite survivors and supporters in a vibrant demonstration of love, community, and courage.

To kick off this October, the TODAY Show hosted the Pink Power Hour, a unique public health event held at the iconic Rockefeller Plaza in New York City. This special initiative was organized by jscreen, a national nonprofit committed to providing accessible genetic testing, in partnership with Myriad Genetics, and in collaboration with the TODAY Show and Mount Sinai Cancer Center.

Thanks to the generosity of jscreen’s funders and Mount Sinai’s supporters, participants at the event were able to receive free hereditary cancer screening tests right at the TODAY Show Plaza. The goal of Pink Power Hour was twofold: to shine a brighter light on breast cancer awareness and to emphasize the importance of genetic screening as a tool for prevention.

The event featured simple, at-home genetic testing kits provided by jscreen and Myriad Genetics, allowing attendees to complete screenings in just a matter of minutes. Hundreds of participants registering for genetic cancer testing created a powerful symbol of community spirit and commitment to preventive health.

Spirits ran high among the crowd adorned in pink shirts, signs, and buttons as people gathered to support breast cancer awareness, undergo testing, and listen to stories from both experts and survivors. Jill Martin, a TODAY Show contributor and breast cancer survivor, shared her personal journey and highlighted her positive experience with genetic testing.

Attendees also heard from Dr. Elisa Port, Chief Breast Surgeon at Mount Sinai, whose insights complemented Martin’s inspiring story. Together, their speeches delivered a heartfelt and impactful conclusion to a landmark event.

This historic initiative would not have been possible without the collaborative efforts of jscreen, Myriad Genetics, Mount Sinai Cancer Center, and the TODAY Show. As a national nonprofit funded by donations and partnerships, jscreen’s role in this event marked a significant step forward in expanding access to genetic testing, amplified by the platform provided by the TODAY Show.

Mount Sinai Cancer Center provided essential funding for the event, covering the cost of screenings through philanthropic support. However, it was the participants themselves who truly embodied the spirit of the day—taking proactive steps to safeguard their health and that of their loved ones on national television.

“When it comes to health, knowledge is power,” said Dr. Matt Goldstein, CEO of jscreen. “We are proud to remove barriers and provide this incredible opportunity during Breast Cancer Awareness Month. Those people gathering together are an inspiration to us all, showing how one simple action can make all the difference.”

*Disclaimer: This article is for informational purposes only and does not replace professional medical advice. For medical advice, diagnosis, or treatment, please consult a qualified healthcare provider.*
https://radaronline.com/p/jscreen-marks-a-major-milestone-for-breast-cancer-awareness-month/