October is breast cancer awareness month and Reykjavík has turned pink for the occasion!
To help spread awareness and raise funds, many companies and institutions in Reykjavík are taking part by for example lighting their buildings pink or giving a share of their profits to breast cancer charities.
The Radisson SAS Blu 1919 hotel (pictured) is one example of a building turned beautifully pink and Hreyfill taxis with pink signs ensure that part of your taxi fare goes to charity.