MARGATE – South Jersey’s most famous pachyderm just got two pink ribbons tattooed on her butt. Lucy the Elephant on Tuesday, Sept. 25 was sporting two pink ribbons on her famous posterior to bring breast cancer awareness to the community.

Shore Medical Center, its auxiliary and staff, along with doctors from Shore Physicians Group and the medical center in Somers Point wore pink suits to announce the month-long awareness campaign. The social media campaign, which kicked off Tuesday afternoon in Lucy’s park, will raise money for cancer care provided at Shore Cancer Center and Lucy’s ongoing maintenance. The campaign will continue through the month of October, which is widely known as Breast Cancer Awareness Month.

Shore Medical Center Director of Marketing and Public Relations Brian Cahill said Lucy is asking people to take a selfie or video of themselves with the National Historic Landmark wearing her pink ribbons and post them on their social media pages with the hashtag #gopinkwithlucy.

Donations can be made online at, and at Lucy and the hospital’s gift shops. The gift shops will also be selling a plush Lucy the Elephant wearing a pink ribbon in her ear. Buttons are also available for purchase.

Lucy CEO Richard Helfant said he lost his mother Bella to breast cancer in November 2009, and he is pleased that Lucy can help educate the public about the dreaded disease, and offer hope to breast cancer survivors.

“Anytime we can use Lucy’s celebrity to benefit the community, that’s what we are here for,” he said.

“Lucy is such an important part of this community and she wants to support breast cancer awareness any way she can,” Save Lucy Committee President Bob McGuigan said.

Helfant said Lucy’s eyes light up blue every night in tribute to Frank Sinatra, but during the month of October, her eyes will light up pink.

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Categories: Downbeach

Nanette LoBiondo Galloway

Award winning journalist covering news, events and people of Atlantic County for more than 20 years.