October is Breast Cancer Awareness month and the American Cancer Society certainly has done a great job of getting the country to think pink.

The "C" word is still mighty scary,  but for some, maybe not as much as before following encouraging news reported by the American Cancer Society .

The ACS says that between 1989 and 2015, the rate of breast cancer deaths in the U.S. fell by almost 40 percent resulting to more than 322,000 lives saved.

What's changed? Researchers say early detection and improvements in treatment drive the good news.

So while there is plenty to celebrate there is still plenty of work to do. Breast cancer remains the most common cancer among women in the U.S., and is the second-leading cause of cancer death after lung cancer.