February 11, 2004
Fashion Week Special
Title Sponsor Olympus And Entertainment Industry Foundation
Team Up To Focus Fashion On
Colon Cancer Prevention
Katie Couric Attends Fashion Week to Encourage Fashion Industry Support of
EIF's National Colorectal Cancer Research Alliance
New York, New York - On Wednesday, February 11, Katie Couric visited the Bryant Park Tents to speak about a newly formed partnership between Fashion Week title sponsor Olympus and EIF's National Colorectal Cancer Research Alliance (EIF's NCCRA), which she co-founded in 2000. With Olympus having adopted EIF's NCCRA as its charitable initiative, beginning in September, EIF's NCCRA will become the most visible charitable organization under the tents at Bryant Park where Fashion Week is held.
Making it fashionable to talk about colon cancer -- which is the second-leading cause of cancer deaths for men and women combined -- has been a major NCCRA goal since its inception. EIF'S NCCRA is delighted that the fashion industry will become actively involved in this awareness campaign, which can, and does, save lives.
When detected early, colorectal cancer is curable more than 90% of the time.
Executive Director of IMG/7th on Sixth and organizer of Fashion Week Fern Mallis, Medical Systems Vice President for Olympus America Dave McKinley , and journalist Katie Couric launch a partnership between Olympus America and EIF's NCCRA during Fashion Week 2004.
|
EIF's NCCRA is dedicated to the eradication of colon cancer by promoting education about the importance of early medical screening and funding cutting-edge research to develop better tests, treatments and, ultimately, a cure. The NCCRA was co-founded by journalist Katie Couric, cancer activist Lilly Tartikoff, and the Entertainment Industry Foundation. As a result of the attention EIF's NCCRA and NBC's TODAY show have focused on colorectal cancer, the number of colonoscopy screenings has increased almost 20% since March 2000. Researchers at the University of Michigan have dubbed this the "Couric Effect."
About Entertainment Industry Foundation
As the philanthropic heart of the entertainment industry, EIF has distributed hundreds of millions of dollars - and provided countless volunteer hours - to support charitable initiatives addressing some of the most critical issues facing society today.
About Olympus
While there is unquestionable awareness of Olympus' status as a photography leader, the company has also harnessed its optical expertise in the medical world. Olympus is a leading manufacturer of the optical/medical equipment used in procedures such as colonoscopy.
###
Media Contact:
Judi Ketcik
818-505-2649
