The NFL informed teams last week in a league-wide conference call that "Pink October" - a three-week window in October in which the league dressed up its fields, sidelines, and players in pink to raise awareness and funds for breast cancer - will not continue in 2017.

Instead, teams will be able to choose their own cancer cause to support next season, reports Jenny Vrentas of the MMQB.com.

"It's a balancing act," says Anna Isaacson, the NFL's VP of social responsibility, when asked if this is the start of a trend. "We have seen a lot of success in having focused, strategic campaigns. Focusing on one cause, fundraising for it, bringing it to life, choosing a message, spreading word among our fans. We are committed to that. But we are also committed to making sure the voice of our clubs are heard and making sure the voice of our players is heard."

The initiative will still be called "A Crucial Catch," as teams will be asked to choose detectable cancer such as prostate or colorectal. They'll also be allowed to switch causes from one year to the next, as well as support more than one cause per season.

"Pink October" has been held since 2009, and one of the most well-known stories is Leah Still, the young daughter of Houston Texans defensive lineman Devon Still, who was diagnosed with Stage 4 neuroblastoma in 2015.

Leah's cancer is in remission, and her father replied to a letter of support from Roger Goodell, asking him to expand the league's "Pink October" platform to raise awareness for other forms of cancer.

"It lets me know that he’s listening," said Still, who is now on injured reserve with the Texans. "For a long time, we have been supporting causes close to the heads of the NFL. To find out they are really following through with this, it makes me feel like the players are gaining more of a voice."