[media-credit name=’BRYAN FAUST/Herald photo’ align=’alignnone’ width=’648′][/media-credit]Pedestrians and motorists traveling downtown this month will be treated to a dazzling light display on the Capitol West Building, one that will also serve to increase public awareness of breast cancer.

"The Alexander Company has teamed up with us and offered to light up the top of their building in pink for us as sort of an awareness campaign," said Christine Rader, the executive director of Komen Madison, the Madison affiliate of the Susan G. Komen Breast Cancer Foundation.

Rader said the display will also include a projection of Komen Madison's web address, as well as a pink ribbon to symbolize breast cancer awareness and Breast Cancer Awareness Month.

The Capitol West Building was chosen, she added, because of its visibility.

"Everything fell into place at the right time," Rader said. "It is two blocks off the Capitol Square, and I think the building is at the height it's going to be when it's finished."

Rader added lights will be put on the top floor of the shell of the building.

"It should be highly visible to people in the surrounding area," she said.

Rader said the display will be visible from roughly 6 p.m. to 11 p.m. and 5 a.m. until 7:30 a.m. through the end of the month to coincide with October Breast Cancer Awareness Month.

For the Alexander Company, the opportunity coincided with their plan to light up the building currently under construction in celebration of receiving their final permits and approvals from the city of Madison.

Natalie Bock, Senior Development Project Manager for Alexander, said that although the company has worked with non-profits before, this is their first partnership with Komen Madison.

"To be able to participate in raising awareness for a disease that has had a negative effect in so many ways is really a pleasant thing to do and is really a positive impact on our day to day work," Bock said.

Rader said Komen Madison focuses on providing services and education to women, as well as raising funds for research and helping women get the care they need.

"We do a lot of funding for breast cancer research — our Race for the Cure last June raised over $400,000 — and there are other smaller events we do throughout the year," Rader said. "75 percent of the money we raise stays in Dane County, and the other 25 percent goes to national research."

Rader noted that the primary focus of the Breast Cancer Awareness Month efforts, including the Capitol West building initiative, is education.

"I think it heightens awareness," Rader said. "If you're at the store with your kids and you see people wearing pink ribbons, or if you see the Capitol West building, people need to see an image a certain number of times before it sinks in."