Prime Minister David Cameron woke up to a sheath of rose-tinted light this morning (25 October) as No. 10 Downing Street turned pink in support of Breast Cancer Awareness Month.
The historic building has turned several colours in its time, but never pink - until now. Even the police officer standing guard outside turned a coral shade in the first photo of No. 10's new look (above).
"I'm delighted we are able help raise awareness of breast cancer, a disease that affects thousands of women every year, as part of Breast Cancer Awareness Month," said David Cameron. "Tackling cancer is a priority for this government and we want to raise survival rates to be among the best in Europe.
"Early detection can massively increase the chances of survival which is why fantastic campaigns like this are so important. I hope seeing 10 Downing Street go pink will inspire other people to get involved."
Breast cancer is the most common cancer in the UK, with over 48,000 people diagnosed and around 12,000 dying of the disease each year.
Baroness Delyth Morgan, chief executive of Breast Cancer Campaign said: "We are delighted to be working with Downing Street to promote breast cancer awareness and think pink is definitely a colour it can carry off. Great progress has been made in survival rates thanks to advances in research, but we must continue to work together in order to beat breast cancer."