Wear jeans to work for Breast Cancer Awareness Month - Fox29 WFLX TV, West Palm Beach, FL-news & weather

Wear jeans to work for Breast Cancer Awareness Month

MERRIAM, KS - October is Breast Cancer Awareness Month, and this Friday actress Christina Applegate and Lee Jeans hope to start things off in a big way - with a goal to raise millions in a single day for the fight against breast cancer.

One of her first major campaigns since her diagnosis with breast cancer last year, Applegate has joined forces with Denim Day to ask people across the nation to put on their jeans Friday and donate $5 each on Denimday.com to the Women's Cancer Programs of EIF.

Denim Day began in 1996 and has raised more than $75 million for the fight against breast cancer over the years, uniting millions with the simple act of wearing jeans in an act of solidarity.

This Friday, Applegate will be joining Lee Jeans in Kansas City to celebrate this important fundraising event and announce the total raised in 2009. Last year, Denim Day raised nearly $5 million from hundreds of thousands of participants nationwide and hopes this year will be just as successful despite the economy.

"What's so powerful about Denim Day is that it's just $5 - anyone can participate and together, we can raise millions in one day and really make a difference," said Liz Cahill, Vice President of Marketing Communications for Lee Jeans. "With Christina's help, we're really hopeful tomorrow [Friday] will be a big day."

Net proceeds from Lee National Denim Day will fund Lee Laboratories nationwide to find more effective, less toxic breast cancer treatments, develop a blood test for earlier detection of breast cancer when survival rates are highest, help NBCC create online and print resources about breast cancer, and train additional advocates to educate patients and their families about new clinical trials.

This year, Applegate will receive a portion of funds to support her new Right Action for Women Foundation which helps high risk women get the breast screenings they need when insurance may not cover it.

To learn more, visit http://www.denimday.com/. While the nation will celebrate Denim Day tomorrow, people are encouraged to wear denim and donate throughout the month of October on http://www.denimday.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.

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.

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