NEW HARTFORD — While the month of October marks the kick-off of National Breast Cancer Awareness Month, the American Cancer Society’s efforts in the fight against breast cancer last longer than the month.

Utica’s Real Men Wear Pink (RMWP) campaign has been gearing up since July, and the ambassadors are eager to kickstart their part in the fight. Utica RMWP Ambassador Israel Acosta, of M&T Bank, has meshed his passion for biking with his campaign to put on a “Real Riders Wear Pink” bike ride, with a goal to raise $10,000.

Acosta has partnered with fellow RMWP Ambassador Eddie Barone, of Empower Federal Credit Union, and Jason Remington, owner of Trek New Hartford, to plan this cycling event, which will take place on Saturday, Sept. 17.

There are two options for riders: a 53-mile scenic route from New Hartford to Sylvan Beach and back, which starts at 9 a.m. or a more relaxed 20-mile loop starting at 10:30 a.m. Riders will meet at the Trek Store of New Hartford, located at 8411 Seneca Turnpike Suite 109, New Hartford.

All riders will enjoy food and beverages, a chance to win door prizes and the option to celebrate afterwards in a post-ride gathering with live entertainment provided by Shawn “Big Sexy” Smith. The post-ride celebration is scheduled to start at 12:30 p.m.

There is a $50 registration fee. All net proceeds will benefit the American Cancer Society’s Real Men Wear Pink campaign. Riders are also highly encouraged to fundraise, with prizes being given out for reaching the $100, $250 and $500 marks. Riders that reach the $500 milestone will receive an event cycling jersey and have the chance to win other prizes like bike apparel and gear.

Acosta anticipates that the event will be fun and exciting, and more importantly raise necessary funds for breast cancer. Acosta stresses the importance of breast cancer research and funding because “it’s only a matter of time before someone you know and care about is impacted.”