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Pasadena firefighters from the Fair Oaks Station, rescue a cat from a tree as they wear pink shirts as part of their uniform to raise awareness for breast cancer research during cancer-awareness month, in Pasadena on October 27, 2010. October is observed as Breast Cancer Awareness Month every year, by public service groups, medical professionals and government agencies that combine to promote awareness of the disease. The American Cancer Society says about 207,000 new cases of invasive breast cancer in women will be diagnosed in the US this year and nearly 40,000 women will die from the disease. AFP PHOTO/Mark RALSTON (Photo credit should read MARK RALSTON/AFP via Getty Images)