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”, 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.
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. As an added incentive, anyone who signs up by May 21 will be entered to win one of 100 free Denim Day tote bags.
The money raised through the campaign will help the Women’s Cancer Programs of EIF to:
• Support the grassroots work of the National Breast Cancer Coalition, which informs, trains and directs patients and others in effective breast cancer advocacy efforts.
• 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.
• Create resources with the National Breast Cancer Coalition to offer individuals with breast cancer evidence-based information, and train advocates nationwide.
• 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 breas t 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 breas t cancer and do not have insurance or the financial flexibility to cover the high costs associated with breas t screenings.
Since its inception in 1996, the program has raised more than $75 million to fight breast cancer