(LOS ANGELES) -- Melissa Etheridge and Crystal Bowersox helped launch the Hard Rock International's Pinktober campaign, benefiting breast cancer research, Tuesday in Hollywood. Both musicians performed at the Hard Rock Cafe Hollywood as part of the event. Etheridge, an ambassador for the campaign, said, "I think that the awareness has definitely gone up in our world and society about breast cancer. Unfortunately, I think it's because too many of us are being touched by it." Each year's Pinktober event involves the sale of exclusive merchandise, with a portion of the proceeds going to breast cancer research.