MERRIAM, Kan., May 5, 2011 /PRNewswire/ -- Mike Rowe, creator, executive producer and host
of Discovery Channel's Emmy®-nominated show, "Dirty Jobs with
Mike Rowe," has been named the 2011
ambassador for Lee National Denim Day, one of the country's largest
single-day fundraisers for breast cancer, benefiting the Women's
Cancer Programs of the Entertainment Industry Foundation (EIF). By
ditching his jeans and donating the cost of a pair, Rowe wasted no
time making his mark on his newest job.
(Photo: http://photos.prnewswire.com/prnh/20110505/AQ95962)
Rowe has a strong personal connection to the cause as his
mother, Peggy Rowe, was diagnosed
with breast cancer 14 years ago. During her battle with the
disease, Peggy received emotional and social support, like that
provided by The Cancer Support Community, a key beneficiary of Lee
National Denim Day, through EIF. Rowe's mother is one of 2.5
million breast cancer survivors living in the United States.
"My mom is a huge inspiration to me and even though she doesn't
think I have enough celebrity status to be the Denim Day
ambassador, I'm glad I can be a part of such a great cause to show
my support for her, as well as all breast cancer patients and
survivors," said Rowe. "I'll do just about anything it takes to
increase donations—I mean come on, I've already stripped down to my
shorts. If people want to donate money for me to put my jeans back
on, that's fine too."
Rowe bares his boxer briefs in a new public service campaign
encouraging people to donate the cost of a pair of jeans to support
crucial breast cancer research and support services. Peggy Rowe appears with her son in the PSA,
which asks people to wear their jeans on Friday, October 7. The mother-son duo will
participate in Denim Day publicity efforts, appear on Denimday.com
and encourage participation through social media.
Starting today, groups and individuals can donate and sign up as
a team by visiting denimday.com or by calling
1.800.521.5533. The program provides a free participation
kit to those who request it. Kits include educational material
about breast cancer and supplies to coordinate a Denim Day event
among a group of friends, family, or co-workers.
Breast cancer is the most frequently diagnosed cancer among
women worldwide. Money raised through Lee National Denim Day will
help the Women's Cancer Programs of EIF to fund:
- Lee Translational Laboratories, a collaboration of six of the
nation's leading research institutions to find less toxic, more
effective treatments
- The EIF Breast Biomarker Discovery Project, a multi-year effort
led by world-class scientists to develop a blood test for early
detection of breast cancer when survival rates are the highest
- The Cancer Support Community, an international non-profit
uniting The Wellness Community and Gilda's Club Worldwide that
provides emotional and social support to all people affected by
cancer
"The Entertainment Industry Foundation is honored to have
Mike Rowe as the Lee National Denim
Day ambassador to help raise awareness and funds for critical
cancer research," said Lisa Paulsen,
President and CEO of EIF.
Members of EIF's partner, the Cancer Support Community, are also
excited about and thankful for the leadership of their newest
ambassador. The organization believes Rowe's connection to their
cause makes him a perfect fit as the Denim Day ambassador.
"Having Mike Rowe as this year's ambassador is such an honor,"
said Kim Thiboldeaux, President and
CEO of CSC. Thanks to his involvement, CSC can further support the
emotional and social needs of people affected by cancer -- people
like Mike's mom who received support from a local affiliate 14
years ago."
Rowe's connection to several key elements of Denim Day proved to
be an influential determinant for the leaders of Lee Jeans as they narrowed the ambassador
search. Even more influential, however, was the uniqueness Rowe
brought to the campaign.
"We're thrilled to have Mike on board this year," said
Liz Cahill, VP of Marketing and
Communications for Lee Jeans. "He
brings such a unique presence and powerful drive to the campaign.
Mike's not afraid to make a point by taking off his jeans and
increasing our donation goal. He understands our battle cry that
more participation in Denim Day will generate more research
opportunities, which will ultimately lead to more survivors."
Since its inception in 1996, the program has raised more than
$83 million to fight breast cancer.
To learn more and hear a personal message from Mike, visit
Denimday.com.
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.
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 Cancer Support Community
Backed by evidence that the best cancer care includes emotional
and social support, the Cancer Support Community offers these
services to all people affected by cancer. Likely the largest
professionally-led network of cancer support worldwide, the
organization delivers a comprehensive menu of personalized and
essential services. Because no cancer care plan is complete
without emotional and social support, the Cancer Support Community
has a vibrant network of community-based centers and online
services run by trained and licensed professionals. For more
information, visit www.cancersupportcommunity.org.
In July 2009, The Wellness
Community and Gilda's Club joined forces to become the Cancer
Support Community. The combined organization provides
high-quality psychological and social support through a network of
nearly 50 local affiliates, more than 100 satellite locations and
online.
About Mike Rowe
In addition to being known around the world as the "Dirty Jobs
Guy" and the voice of shows like "Deadliest Catch", Mike stays busy
with speaking engagements around the country and working with
partners like VF Corp/Lee
Jeans. He is proud to be this year's ambassador for
Lee's National Denim Day to raise awareness for breast cancer
research. Mike also has his own website, mikeroweworks.com,
which was created as a "PR Campaign for Hard Work" and advocate for
the skilled trades. In addition to the Trade Resource Center,
the site includes Mike's Blog, videos and photos and the popular
"Peggy's Blog" which is written by Mike's mom, Peggy Rowe.
Media Contacts:
Maurine Slutzky: 213.240.3923,
mslutzky@EIFoundation.org
Chase Wagner: 816.423.6047,
cwagner@barkleyus.com
SOURCE Lee National Denim Day