New Video Asks People to “Share Your Heart” in the Fight Against Breast Cancer
09/09/2009

Lee National Denim Day kicks off this year’s fight against cancer with video featuring breast cancer survivor confessions

Online PR News – 09-September-2009 – – Merriam, Kan. – September 9, 2009 – Entertainment Industry Foundation announced today the launch of a heart-wrenching video to raise awareness of Lee National Denim Day, one of the largest single-day fundraisers benefiting the Women’s Cancer Programs of the Entertainment Industry Foundation (EIF). The video, entitled “Share Your Heart” (http://www.youtube.com/watch?v=AjwBLCIZeOs), encourages people to participate in Denim Day by sharing intimate stories of their courageous fight with breast cancer.

The video provides real life stories that compliment the story of Lee Denim Day’s spokesperson, Emmy Award-winning actress Christina Applegate, star of ABC’s hit sitcom Samantha Who" who has returned as the 2009 ambassador for the campaign. Applegate, who was diagnosed with early stage breast cancer in 2008, will appear in a new public service campaign that, along with the Share Your Heart video, encourages people to wear their jeans on Friday, October 2, in exchange for a $5 donation to support crucial breast cancer research being funded by the Women’s Cancer Programs.

“Lee National Denim Day is such an effective grassroots campaign and its importance has become even more real to me in this past year,” said Applegate. “By joining together on October 2, we can raise millions to support breast cancer research. It’s so simple and so powerful. I truly believe that events like this help save lives.”

Registration is now open and people nationwide can sign up for Denim Day 2009. Groups and individuals can register by visiting www.denimday.com or by calling 1.800.521.5533 to receive a comprehensive participation kit, which includes educational materials about breast cancer and supplies for easy coordination.

The money raised through the campaign will help the Women’s Cancer Programs of EIF to:

o Support the grassroots work of the National Breast Cancer Coalition, which informs, trains and directs patients and others in effective breast cancer advocacy efforts.

o Fund EIF’s Breast Biomarker Discovery Project, a multi-year effort led by world-class scientists to develop a blood test for earlier detection of breast cancer.

o Create resources with the National Breast Cancer Coalition to offer individuals with breast cancer evidence-based information, and train advocates nationwide.

o And this year, funds will also support Applegate’s newly launched foundation Right Action for Women. The foundation educates women about what it means to be at “high risk” for breast cancer and encourage them to talk to their doctors about appropriate screening. Right Action for Women will also provide aid to individuals who are at increased risk for breast cancer and do not have insurance or the financial flexibility to cover the high costs associated with breast screenings.

Since its inception in 1996, the program has raised more than $75 million to fight breast cancer.

About Lee Jeans
Lee® Jeans is a division of VF Corporation. (NYSE: VFC). Headquartered in Merriam, Kan., Lee manufactures and markets brand denim, casual pants, shirts, fleece and knit apparel. A brand committed to the community, Lee Jeans founded Lee National Denim Day®, one of the largest single-day fundraisers for breast cancer. For more information about Lee, visit www.lee.com.

About EIF and its Women's Cancer Programs
The Entertainment Industry Foundation (EIF), as a leading charitable organization of the entertainment industry, has distributed hundreds of millions of dollars to support charitable initiatives addressing critical health, education and social issues.

Through its Women’s Cancer Programs, the Entertainment Industry Foundation is committed to saving lives by raising awareness about the importance of early detection of breast and reproductive cancers, providing funds to advance treatment research, early detection methods, and supporting community programs that assist the millions of women and their families at risk of or affected by cancer.

EIF has a remarkable track record in raising awareness and funds in the fight against cancer. EIF’s funding strategy is results-driven, bringing together some of the very best scientists and institutions in the country to collaborate in groundbreaking research projects to fast-track better prevention methods and improved therapies for treatment of breast and other women’s cancers. EIF grants have helped accelerate research that has contributed to the development of a breakthrough gene treatment called Herceptin®, the first successful drug that seeks out a particular gene found in one of three cases of the most aggressive form of breast cancer. EIF grants have also supported other state-of-the-art therapies bringing new and innovative treatment approaches to breast cancer worldwide.

For questions about EIF’s Women’s Cancer Programs and information about breast cancer, visit eifoundation.org or call 800-426-0010.

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Contact:
Megan Hutchison
Email: mhutchison@barkleyus.com
Direct: 816.423.6019
Mobile: 816.564.0442