EIF's Women's Cancer Research Fund

September 26, 2006

Wear Denim to Work on October 6 and Help Fight Breast Cancer

Thousands of companies already registered to participate in Lee National Denim Day™, the nation's largest single-day fundraiser for breast cancer

News Facts
Dateline: MERRIAM, KS (Lee Headquarters) - September 22, 2006

[Lee National Denim Day] is October 6. It is the nation's largest single-day fundraiser for breast cancer.
Individuals and organizations are encouraged to wear denim in exchange for a $5 donation to the [Women's Cancer Programs of the Entertainment Industry Foundation] (EIF).
Last year, more than 29,000 companies across the nation participated in the single day fundraiser and more than $8.6 million was raised for the fight against breast cancer.
In 10 years, Lee National Denim Day has raised more than $61 million.
On behalf of the Entertainment Industry Foundation, several celebrity ambassadors are lending their support this year including [Pierce Brosnan], Gabrielle Union and the Emmy-award winning cast of [NBC's The Office] Steve Carell, Rainn Wilson, John Krasinski, Jenna Fischer and B.J. Novak Participation is simple. Companies or individuals register by visiting www.denimday.com or by calling 1-800-521-5533.
Companies, schools, organizations or individuals that register will receive a comprehensive participation kit, which includes an idea book, posters and other materials to make the program easy to implement. In addition, pink ribbon lapel pins and educational materials about breast and reproductive cancers are included for the registrant's fellow participants.
Denim Day dollars will be used to help accelerate treatment research and increase patient access to some of the most significant clinical trials in the nation, as well as continue to support grassroots programs across the country including:
- Early Detection -- The establishment of the Lee Jeans Translational Laboratories and Fellowships for Breast Cancer Research at seven leading research institutions across the U.S. including Johns Hopkins University; Harvard Medical School, Dana Farber Cancer Institute; M.D. Anderson Cancer Center; University of California of Los Angeles; University of Chicago; University of Washington and Vanderbilt University.
- Support of the EIF Breast Biomarker Discovery Project, a multi-year effort by world-class scientists to develop a blood test for early detection of breast cancer. The following research facilities are involved in this important research: Institute for Systems Biology; Broad Institute of MIT & Harvard; Harvard Medical School, Dana Farber Cancer Institute; Fred Hutchinson Cancer Research Center; University of Southern California, Norris Comprehensive Cancer Center and Battelle/Pacific Northwest Laboratory.
- Funding for the National Breast Cancer Coalition Fund to create web-based and print resources that will offer individuals with breast cancer, those at risk, and their families unbiased, evidence-based information about diagnosis and treatment options

Local Participation For information about companies participating in your area contact Rachel McKenney at 816.512.9482 or rmckenney@beap.com.

Celebrity Ambassadors
Pierce Brosnan
As honorary chair of the Entertainment Industry Foundation (EIF), Pierce Brosnan, international movie star, producer, artist and activist, added another title to his list this fall - ambassador for Lee National Denim Day. In this powerful new role, Brosnan brings more awareness to the fight against breast cancer by encouraging people nationwide to participate in Denim Day.

Brosnan, who has lost dear friends to breast cancer, has been a longtime supporter of the cause and currently serves as Honorary Chairman of EIF. As the 2006 Lee National Denim Day ambassador, Brosnan appears in a national public service campaign and [program materials] with the hope of raising awareness about breast cancer and the exciting new developments that can have an impact on the millions affected by the disease each year.

NBC's "The Office"
The Emmy Award-winning comedians of NBC's "The Office" have lent their talents to a more serious cause this fall-the fight against breast cancer. Steve Carell, Rainn Wilson, John Krasinski, Jenna Fischer and B.J. Novak appeared in a [public service announcement] encouraging people to participate in Lee National Denim Day on behalf of the Entertainment Industry Foundation.

The cast members, using their signature sophisticated, quirky humor, ask people to wear denim to work on Friday, October 6. The PSA airs on NBC nationwide throughout the month of September.

Gabrielle Union
Gabrielle Union, known for her work in movies Bad Boys II and Bring it On, has also joined the cause to help raise awareness of breast cancer. Union, who has a close friend currently battling breast cancer, will appear in media interviews about the campaign and will celebrate at Lee headquarters on Denim Day, Oct. 6. During the celebration Union will speak to Lee employees and unveil an oversized check that will be presented to the Women's Cancer Programs of the Entertainment Industry Foundation.

Pocket Auction
Celebrities including Heidi Klum, Ben Stiller, Kate Bosworth, Ellen Pompeo, Kerry Washington, Gabrielle Union, Richie Sambora, The Fray, Julianne Moore and many more, have autographed and decorated denim pockets that will be auctioned off to help raise money and awareness for Lee National Denim Day. The custom-designed denim pockets will be auctioned on www.charityfolks.com.

Multimedia Elements

Pierce Brosnan in print campaign - click here
NBC's The Office in public service announcement - click here
NBC's The Office screen grab - click here
Gabrielle Union pub shot - click here
Denim Day video news release - click here
Denim Day podcast - click here
Breast cancer fact sheet - click here

Quotes
Lee Jeans
"Lee National Denim Day participants should be incredibly proud of what we have accomplished together the last ten years. We couldn't be more excited to launch the second decade of Denim Day with our new charitable partner EIF and a commitment to fund some of the most important early detection and treatment research that exists."

Liz Cahill, director of advertising and public relations for Lee Jeans

"There is still time to sign up and participate in Lee National Denim Day. The next two weeks are very important to this program because it is during this time that companies and organizations nationwide are engaging employees in activities and spreading the life-saving message of early detection."

Nancy White, coordinator of Lee National Denim Day for Lee Jeans

"Being an employee at Lee, this day means so much to me. Lee National Denim Day is about celebrating the power of individuals, coming together to make a difference."

Lisa Smith, Lee Jeans employee

Entertainment Industry Foundation "I'm proud to join Lee Jeans and the Entertainment Industry Foundation in this tremendously important battle to eliminate breast cancer from all our lives. Lee National Denim Day is an easy way for friends and colleagues to unite in support of a groundbreaking scientific project to detect breast cancer in its earliest stage."

Pierce Brosnan, honorary chair of the Entertainment Industry Foundation (EIF)

"We want people to understand how easy it is to support this meaningful campaign in the workplace, and the cast of NBC's hit comedy 'The Office' is the perfect group to deliver this message. The Entertainment Industry Foundation is truly blessed to have such widespread volunteer support from individuals working in every part of our industry. That backing, combined with Lee Jean's steadfast commitment to the cause, is helping advance promising breast cancer research."

Lisa Paulsen, Entertainment Industry president and CEO

Medical Industry
"The idea is to take observations in the laboratory and translate it into clinical practice very quickly. We've had some track record with this in collaboration with EIF in the past and with Lee joining as a partner we think we can make some real steps forward in a very rapid way."

"With crucial support from EIF's National Women's Cancer Research Alliance, we are focused on developing more effective, targeted treatments for women who have been diagnosed with a particularly aggressive form of breast cancer. Success should translate into improved survival rates for 25 percent of breast cancer patients."

Dr. Slamon, Chief, Division Hematology-Oncology, Director of Clinical Translational Research, Jonsson Comprehensive Cancer Center, David Geffen School of Medicine at UCLA, and Chair of EIF's National Women's Cancer Research Alliance - click here to access [Dr. Slamon's] biography

"When many common cancers are caught early, nine out of ten patients can be saved. I hope to see a simple blood test for early detection in my lifetime."

Dr. Lee Hartwell, Nobel Laureate, Director, Fred Hutchinson Cancer Research Center and Chair of EIF's Women's Cancer Research Fund

Cause Marketing Industry Expert
"After Lee Jeans realized the impact breast cancer had on its employees, the company went straight to its consumers and asked what cause was most important to them. Many worthy causes were discussed, but breast cancer consistently rose to the top. Lee Jeans is very aware of the devastating impact breast cancer has on the men and women diagnosed, as well as their families and friends, and wanted to find a way to make a difference. Lee Jeans has dedicated themselves to this cause and by raising more than $61 million over the past 10 years has shown their passion for finding effective treatment for breast cancer."

Mike Swenson, president Barkley Evergreen & Partners Public Relations and leading expert on cause branding campaigns - click here to access [Mike Swenson's blog]

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®, the largest single-day fundraiser for breast cancer. VF Corporation is a leader in branded apparel including jeanswear, outdoor products, intimate apparel, image apparel and sportswear. Its principal brands include Lee®, Wrangler®, Riders®, Rustler®, Vanity Fair®, Vassarette®, Bestform®, Lily of France®, Nautica®, John Varvatos®, JanSport®, Eastpak®, The North Face®, Vans®, Reef®, Napapijri®, Kipling®, Lee Sport® and Red Kap®.

About The Entertainment Industry Foundation
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

EIF is committed to saving lives by raising awareness about the importance of early detection of breast and reproductive cancers, and providing funds to advance early detection and treatment research, as well as support to community programs that assist the millions of women and their families at risk of or affected by cancer.

Through EIF's National Women's Cancer Research Alliance and EIF's Revlon Run/Walk For Women, EIF funds some of the most promising research being conducted today to develop new and more effective approaches to the treatment of 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.

More recently, EIF launched its Women's Cancer Research Fund. Focused on early detection of cancer, the initiative is supporting EIF's Breast Cancer Biomarker Discovery Project - an ambitious, groundbreaking scientific project where a group of internationally recognized scientists and clinicians from some of the best scientific institutions in the world are collaborating to develop a blood test that will detect breast cancer in its beginning stages, when survival rates are highest.

For questions about EIF's women's cancer programs and information about breast cancer, visit eifoundation.org or call 800-426-0010.

Press Contacts:
Rachel McKenney, 816.512.9482, rmckenney@beap.com
Megan Hutchison, 816.512.9519, mhutchison@beap.com
Maurine Slutzky, 818.505.2626 mslutzky@eifoundation.org

For information about companies participating in your area contact Rachel McKenney at 816.512.9482 or rmckenney@beap.com.