Access in pink

Mid Country Machinery, a construction equipment dealer and rental company in the US, chose pink as the colour of new access equipment as part of its breast cancer awareness campaign. The company, based in Fort Dodge, Iowa, has added two 24 m working height JLG Model 800S telescoping booms in the special colour to its rental fleet.

The company launched the campaign, which includes the slogan "Reach high for the cure" in decals on the booms, after learning that the wife of one of their customers has the disease. Mid Country Machinery partners Bud PeCoy, Mark Swedlund, Lucas Peed, and Bob Conaway see the campaign as a way to "give back" to the community.

They will donate 10% of income from rental of the two machines over the next 54 months to the Des Moines chapter of the world's largest grassroots network of breast cancer survivors, the Susan G. Komen for the Cure. The company expects to generate between $25000 to $30000 for the charity.

There is currently a lot of activity to build and enlarge hospital facilities throughout Iowa, and Mid Country plans to send the pink booms lifts to those sites as often as possible. "If painting our booms pink and adding decals to support the cause can increase awareness of breast cancer, we may even order more pink booms. Hopefully, this is just the beginning of our contribution," he said.