ArtPrize has taken over Grand Rapids making it a fitting time for a creative and colorful way to raise awareness and money for an important cause.

"Ride the Pink Elevator" and support Susan G. Komen of Michigan.

Metro Elevator Co. Inc. is raising money for Susan G. Komen with the fifth installment of its national “Ride the Pink Elevator” campaign at 201 Michigan St NW, the site of the construction project known as The Rowe.

This is the third pink elevator in Michigan. The first launched in Ann Arbor earlier this year and raised over $18,000 for Komen Michigan. The second was at Central Michigan University and raised over $8,000.

The goal of the pink elevator campaign is to raise funds and awareness in a unique way for breast cancer programs and services across the county.

Triangle Associate, Inc., the construction management team, installed Metro Elevator’s bright pink construction elevator. They expect the elevator to remain up through January 2016.

“Breast cancer is something that has touched my life” said Jim Conner, Vice President of Business Development for Triangle Associates.  “I don’t think enough men take action when it comes to breast cancer.  We need to be as aware as the women in our lives.  I think the pink elevator is a great way to increase awareness.”

“We’re always looking for new and unique ways to raise awareness and funds,” said breast cancer survivor and Komen Michigan’s Executive Director Jennifer Jurgens.

The Pink Elevator program is expected to eventually go national.