Riverhead to become the first ‘blue’ town on L.I.

March will be a blue month in Riverhead.

That’s because March is colon cancer awareness month and PBMC Health, in conjunction with the American Cancer Society and the Cancer Services Program of Suffolk County, is teaming up with local businesses to spread the word:

Get screened!

Colon cancer is not only easy to detect in its earliest stages — making it a curable cancer — it’s also preventable, PBMC colorectal surgeon Dr. Brett Ruffo told the group of about 50 people gathered at the Hyatt Place this morning for the “Go Blue!” kickoff breakfast.

“Yet it’s the number two cancer killer in the world,” Ruffo said. The disease results in more than 50,000 deaths in the U.S. each year. “That’s just incredible.”

Ruffo’s own father was a victim of the disease. He died 12 years ago this March, said Ruffo, who was an intern at the time. His personal loss infused him with a passion for preventing colon cancer and curing people who are stricken with it.

One of Ruffo’s patients was on hand this morning to share his experience. Joseph Abbate, a construction worker from Bay Shore, whose family had a summer home in Jamesport, told the group how he ignored his symptoms for a long time — too long.

Abbate said he knew he was sick — he couldn’t eat for four or five months, he said — but he didn’t have health insurance and couldn’t afford what he feared would be expensive tests and treatments.

He postponed seeing a doctor until a tumor in his bowl grew large enough to cause a complete blockage, causing great pain and forcing him to seek treatment at the ER.

By then, his colon cancer had spread to his liver.

Abbate, 52, grew emotional talking about his experience, his voice choking when he described discussing his diagnosis with the surgeon. He’s had colon surgery and two liver surgeries, the last one in July.

“Right now, I’m cancer free,” he said, to applause.

“I want to make sure other people don’t make the same mistake. I tell people to get screened. Don’t end up like me,” he said in an interview afterward. He urged fellow construction workers to get their colonoscopies. People who might not otherwise do it saw what I went through and decided to get the test.

“No one should go without screening because of financial hardship,” Abbate said. He didn’t realize there was help available until he met Ruffo and Cancer Services Program nurse Arlene Allen, he said.

There are programs to help people without insurance pay for colonoscopies. The Cancer Services Program of Suffolk County (631-548-6320) provides assistance for people without insurance or money to pay for screening tests.

Only about half of those who should be screened for colorectal cancer are actually screened, said Dr. Clare Bradley of the American Cancer Society. Some fear the test itself. Others, like Abbate, who have no insurance, fear the costs.

Raising awareness about colon cancer and the need for screening, as well as the assistance available for people who need it, are the reasons PBMC Health is launching Long Island’s first “Go Blue!” campaign, PBMC board president Sharon Patterson said.

The health system is enlisting the aid of local businesses to get the word out to the public.

“As business people, we’re all in the business of providing solutions, no matter what your business is,” Janine Nebons, general manager of Tanger Outlets said. “We all have so many touch points with our customers. Let’s use those opportunities to raise colon cancer awareness.”

Participating businesses are asked to decorate their businesses in blue for the month of March, wear “Go Blue!” buttons, put up posters, talk to their employees — especially those without insurance, and to wear blue on Go Blue Day (Friday, March 7.)

Dennis McDermott, owner of theRIVERHEADPROJECT restaurant on East Main Street, has volunteered to be “the face” of the Go Blue campaign in Riverhead. At 52, he said, he is the perfect poster child for the campaign.

McDermott will be serving a special drink during the month of March, which will be healthy and blue in color, he said. He’s calling it, appropriately, “Bottoms Up.”

He is also decorating the trees around his restaurants with blue lights.

“I want everyone driving past to think of my colon,” he joked.

Local businesses represented at the kickoff breakfast this morning were asked to fill out a participation sheet, indicating that they’d like to partner with PBMC in the awareness campaign. Incentives include having their businesses listed on posters, tray liners (placemats) and in advertisements about the campaign.

There was no hesitation among businesses to jump on board.

Suffolk Theater marketing director Diane Tucci said the theater will put a “Go Blue” slide on the marquee and on the projection screen inside the theater prior to upcoming shows.

Michael Mahon, owner of Consignments Galore on East Main Street, said his windows will be adorned in blue this March. He has a personal interest in the campaign, as well: Mahon was diagnosed with colon cancer at age 45 in 2001.

“I went in for an endoscopy because I had ulcers and the doctor said while he was doing that he might as well do the colonoscopy too,” Mahon recalled.

He was shocked, he said. As it turned out, the ulcers probably saved his life. His cancer was detected early and he’s been cancer-free since his surgery.

“I’d like to do everything I can to help others understand how important it is to get checked,” Mahon said.