Tuesday, October 02, 2007

Safeway Teams With Melissa Etheridge for Breast Cancer Public Service Campaign

PLEASANTON, Calif. — Safeway, Inc. (Safeway), one of the nation's largest corporate supporters of cancer research and treatment, launched a month-long public service campaign to help find a cure and encourage mammogram screenings and examinations for women. The company is teaming up with Grammy and Oscar award winner Melissa Etheridge, a breast cancer survivor, to encourage women, families and loved ones to join the fight against breast cancer by taking action through preventive screenings and self examinations.

"I am proud to join together with Safeway's customers and employees in the fight to help educate and find a cure for breast cancer," said Etheridge. "This important public service campaign will reach millions of women, families and loved ones and make a positive difference by encouraging breast cancer screenings and funding critical research to prevent this disease and find a cure for breast cancer."

The public service campaign during the month of October coincides with National Breast Cancer Awareness Month and is the largest breast cancer event of its kind by a grocery retailer. The initiative combines store fundraising with a broad-based information and outreach campaign designed to encourage women to receive regular mammogram screenings and examinations.

The company, together with its 200,000 employees, will reach out to millions of customers during October to raise millions of dollars through a number of in-store activities. For example, customers can make a donation at check stands at each of Safeway's 1,740 stores. Etheridge's new CD, "The Awakening", will also be sold at every check stand and a portion of the proceeds will support critical breast cancer research and awareness programs. Additionally, Safeway and vendor partners will contribute to the breast cancer fundraising campaign when customers purchase specially marked products in stores with a specially marked pink ribbon.

The campaign is also focused on educating women about detection and prevention of breast cancer, which is the second-leading cause of cancer deaths among women. Public service messages will appear during October in a range of different media, including radio commercials, the company's in-store communications network, on electronic point-of-sale screens at the check stand, in-store signage, weekly print sales circulars and on the company's Web site.

Employees will sponsor various events throughout the country including breast cancer walks, breast cancer screening events, and volunteer activities. This includes sponsoring the Komen Foundation "Race for the Cure" events in multiple major U.S. cities and funding mobile mammogram screening services.

Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,740 stores in the United States and western Canada and had annual sales of $40.2 billion in 2006. Safeway supports a broad range of charitable and community programs and last year donated more than $154 million to important causes, such as cancer research, education, food banks and programs focused on assisting people with disabilities.

Over the last six years, Safeway's annual breast cancer campaign has raised in excess of $25 million to fund major cancer research programs at institutions and hospitals in North America. Safeway customers can join the company and its employees in supporting this critical cause.

Blog Archive

  © Template by Ourblogtemplates.com. Administered by Copywrite, Ink.

Back to TOP