Hreyfill, a taxi station in Reykjavik, Iceland has decided to drive under pink taxi signs this month. The aim is to raise awareness of breast cancer as October has been declared "Breast Cancer Awareness Month". All the taxis will change the classic yellow taxi light on the top of the cabs for pink ones. Not only that, but the X in TAXI has been replaced with a pink ribbon, the international sign for breast cancer awareness, originally designed by EstÃ©e Lauder.
The taxi drivers will have pink ribbons for sale to support the local Breast Cancer Association. They hope to encourage women to get examined and to encourage others to support the Association. The Taxi company and the Breast Cancer Association have signed an agreement to do this every October for the next five years.