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Later this month at the Penguin Plunge, I will be wearing red but thinking pink.

Red to match my team's theme and pink to remind myself of our fundraising focus - providing digital mammography equipment at Yampa Valley Medical Center.

I'll share more about my crimson team later in the article. First, we will concentrate on the pink factor and answer the question, why do YVMC and the women of the Yampa Valley need this upgraded technology? Let's review the sad statistics about breast cancer and the role mammography plays in early detection.

Breast cancer incidence in women in the United States is one in eight. About 183,000 American women can expect to hear the dreaded diagnosis of "invasive breast cancer" in 2009.

A woman's risk about doubles if she has a first-degree relative - mother, sister or daughter - who has been diagnosed with breast cancer. Yet, 70 percent to 80 percent of women who get breast cancer have no family history of the disease.

Vulnerability increases with age. The American Cancer Society estimates that almost two out of three invasive breast cancers are found in women age 55 or older.

Now, for the good news.

"Mammography can detect breast cancer up to two years before a lump could be felt by a woman or her physician," YVMC Director of Diagnostic Imaging Mary Jo Wiedel said. "It is the best diagnostic tool available to detect breast cancer in its earliest and therefore most curable stages."

An annual screening mammogram is recommended for women 40 and older who have no symptoms. Any woman who has a high risk of developing breast cancer because of family history or other factors should consult a physician about what age her mammograms should begin.

YVMC has been providing mammography exams for 23 years. I remember organizing an evening open house to show off the brand-new technology in 1986. Our hospital has upgraded the mammography equipment several times since then. Now, we are on the verge of taking another important step forward.

"Digital mammography has several advantages over film mammography for some women," Wiedel explained. "A recent study reported that the newer technology produces better results for women who are younger than 50, have dense breast tissue or who have not yet reached menopause."

In addition, digital mammography emits less radiation than film mammography. Digital images can be darkened or lightened on the computer screen for better evaluation. Images can be shared among radiologists for simultaneous viewing and consultation. And digital images can be efficiently stored and provided to patients.

Wiedel is passionate about adding digital mammography to YVMC and achieving a completely digital Diagnostic Imaging department. I will not reveal details, but she and her department will be very visible at the Penguin Plunge.

This will be my sixth consecutive dip into frigid water for this zany fundraiser. My scarlet-clad team, which I can in all modesty report was one of the bright lights of the 2008 Penguin Plunge, is coming back for a second helping of fun.

As "The Return of the Hot Flashes," our expanded group of mature women plans to make a memorable splash on behalf of digital mammography. We are finding it easy to ask for donations for this great cause, and community response has been heartwarming.

Good thing, because we need something more than fiery costumes and well-timed internal heat waves to brave those icy depths.

My annual frosty date with destiny in the Penguin Plunge comes just 19 days from today. Time is growing short for any wannabe penguin or team who must register by Friday with our Healthcare Foundation for the Yampa Valley.

Donations to the cause may be made anytime before the plunge itself, which begins at high noon March 28 at Lake Catamount. More information may be found at www.yvmc.org - just look for the scarlet "Hot Flashes" photo. Or dial 871-2515 to reach Traci Day-Fenton at our foundation.

As Wiedel says, "This is the best thing we can do together to benefit women in the Yampa Valley."

Christine McKelvie is public relations director for Yampa Valley Medical Center.