Vera Bradley Foundation Paints The Town Pink

By Scott Sarvay

June 18, 2010 Updated May 14, 2010 at 12:20 PM EDT

FORT WAYNE, Ind. (Indiana's NewsCenter) - Fort Wayne has a little more color downtown as Vera Bradley kicked off its annual Turn the Town Pink campaign.

The pink ribbons are designed to raise awareness for the campaign that has raised over $10 million to fund breast cancer research.

Despite difficult economic times, the Vera Bradley Foundation for Breast Cancer has now pledged $20 million to IU's Cancer Center.

Foundation officials say its "strong partner loyalty" that's made the difference during the recession.

Catherine Hill with the Vera Bradley Foundation says, “Continuing partners who continue to come back and say we had to reset our priorities and you continue to be one and that just touches us beyond words. It means that everyone understands the importance of what we're doing.”

Lutheran and Wendy's are just two of those partners. The campaign will include a "wear pink to work day" and a free concert at Jefferson Pointe in two weeks.

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