Why are NFL players wearing pink?

October is breast cancer awareness month.

per the NFL on nfl.com:

"The NFL, its clubs, players and the NFL Players Association are proud to support the fight against breast cancer. Our campaign, "A Crucial Catch", in partnership with the American Cancer Society, is focused on the importance of annual screenings, especially for women who are 40 and older. Throughout October, NFL games will feature players, coaches and referees wearing pink game apparel, on-field pink ribbon stencils, special game balls and pink coins - all to help raise awareness for this important campaign. All apparel worn at games by players and coaches, along with special game balls and pink coins will be auctioned off at NFL Auction (www.NFL.com/auction), with proceeds benefitting the American Cancer Society and team charities. This is an issue that has directly touched the lives of so many in the NFL family, and we are committed to helping make a difference in breast cancer prevention."