Why Century 21 agents are wearing pink, not gold, in October

Smarter. Bolder. Faster. Pinker?

Century 21’s recognisable gold jackets are turning pink in October, but it seems the fuchsia statement blazers aren't signature pieces for the regular wardrobe. In fact, they're to support the Cancer Council’s Pink Ribbon campaign of whom Century 21 have become a national partner, along with Toll Group, Amcal, Woolworths and a number of other official supporters.

The limited edition Century 21 jackets will be worn by thousands of agents across Australia and New Zealand during the month at open homes, auctions and in their offices generally.

And it won't be the only thing "pink". Century 21's marketing collateral, signboards and websites will all be pinked come October. They're intending to Unite in Pink to raise $100,000 for the cause.

They've also been seen tweeting out about the occasion via #c21goespink.

The stylish pink and black striped tie isn't part of the requisite uniform, but we hope to see some agents sporting the slightly-hipster look.

Their instagram has also been in on the action:

But sadly no YouTube postings yet.

Century 21 chairman and owner Charles Tarbey, pictured in his hot pink jacket in this article's main image, said that Century 21 has also been exposed to the heartache and suffering caused by these cancers.

“By changing our famous gold real estate jacket pink, our network hopes to play a small part in driving awareness of the cause while also helping to raise funds for the Cancer Council,” said Tarbey.

“One in eight Australian women will be diagnosed with breast cancer in their lifetime.

“Hopefully the initiative will help raise additional awareness of the disease and more funds for breast cancer research,” he said.

The initiative may even be adopted by other countries in the Century 21 network moving forward, although this is the first time it has been done.

Donation boxes will be taken to auctions and open homes during October by the agents, with pink merchandise available at their offices. This merchandise includes stress balls, balloons, pens, rulers and lolly bags.

We want one.

Local fundraising events will also be held. For instance, Century 21 Yorke Peninsula are holding a pink ribbon raffle.

The Cancer Council Australia’s corporate partnerships manager Jane Hutchison said that they were happy to see the real estate agency supporting the cause in such a visible way.

Other initiatives regularly engaged in by local businesses and real estate agencies include Castle Hill RSL's Beautiful Bra competition, where local businesses design and make a bra, which LJ Hooker Castle Hill has previously been a part of. In the past, Professionals Jimboomba have donated a portion of profits for each house purchased over the month, and Buxton Real Estate had a pink panther-suited mascot at their pink ribbon month auctions last year.

What are other agencies doing for pink ribbon month?