Mitsubishi Forklift Trucks of Houston, the factory dealership owned by Mitsubishi Caterpillar Forklift America Inc., recently launched its campaign, “Real Men Drive Pink,” which focuses on raising awareness about male breast cancer. The American Cancer Society estimated nearly 2,000 new cases of invasive breast cancer were diagnosed in 2009 among men in the U.S. Breast cancer in men is often fatal because symptoms are ignored.

An auction of a pink electric forklift truck was among the efforts to raise funds, which will be donated to the Breast Cancer 3-Day benefiting Susan G. Komen for the Cure and the National Philanthropic Trust Breast Cancer Fund.