LUNA and Breast Cancer Fund Launch Pure Prevention

New campaign will educate women about environmental causes of the disease
and spur simple actions to aid prevention

Because only 1 out of 10 women who have breast cancer have a genetic history of the disease, what women put on and in their bodies can make the difference. Pure Prevention is a new campaign that seeks to expand on the “cure-centered” breast cancer conversation by helping women identify the environmental causes of the disease and inspiring them to make smart choices about the products they use every day.

Campaign Overview:

Pure Prevention inspires women to ask, act and live to reduce their risk of breast cancer.

ASK:

Get the Facts: Our campaign is dedicated to sharing science-based information about the environmental causes of breast cancer, such as:

• In the United States, a woman’s lifetime risk of breast cancer has nearly tripled during the past four decades.
• Half of all breast cancers occur in women who have no known risk actors.
• Phthalates, a group of hormone-disrupting compounds found in some varieties of nail polish, perfumes, skin moisturizers, flavorings and solvents, have been shown to significantly increase cell proliferation in human breast cancer cells, according to an article in the Journal of Toxicology and Environmental Health.

ACT:

5 Tips for Pure Prevention: We’re offering women easy, everyday actions they can take towards prevention.

• Tip #1: Create a Healthy Home
  Make your home a chemical-free sanctuary. Reduce your exposure to harmful chemicals by choosing chlorine-free and bleach-free cleaning products.

• Tip #2: Eat Smart
  What you put in your body matters. Read labels and, when possible, choose organic, anti-oxidant and fiber-rich foods and hormone-free meat and dairy products.

• Tip #3: Choose Safe Cosmetics
  Some popular brands of personal care products contain dangerous chemicals linked to cancer and birth defects. Avoid chemicals like parabens, petroleum distillates and lead acetate to identify safer products and make smarter purchases.

• Tip #4: Get Outside
  Enjoying the outdoors reduces stress and boosts the immune system. Let nature be a reminder to live simply, healthy and well.

• Tip #5: Join the Campaign
  Share your knowledge with family and friends by showing them simple, everyday steps they can take to help reduce their risk. Link them to pureprevention.org to learn more and get involved.

LIVE:

We’re asking women to live actively, consciously, healthy and well by:

• Joining the Pure Prevention community by following the 5 Tips and spreading the word.
• Attending LUNA/BCF events like the LUNAFEST Film Festival and Bike Against the Odds.
• Supporting organizations, companies and policymakers who are committed to health and sustainability.

Why It Matters:

According to the American Cancer Society, breast cancer was expected to kill more than 40,000 American women in 2005. Yet few people know that only one out of 10 women who have breast cancer have a genetic history of the disease. While LUNA and the Breast Cancer Fund enthusiastically support efforts to find a cure, we believe that effectively confronting the epidemic of breast cancer includes prevention. That’s why our campaign seeks to identify the environmental causes of breast cancer and encourage women to make smart everyday choices to reduce their risk.

Campaign Elements:

This campaign, aimed at women ages 25-45, will include event and grassroots marketing, in-store displays, viral outreach, PR and a micro-site where women can get the facts and learn tips on living free of cancer-causing chemicals.  The Pure Prevention website (www.pureprevention.org) will offer information, tips and Pure Prevention pledge to encourage women to commit to healthy lifestyles.

Partnership Background:

LUNA and the Breast Cancer Fund (BCF) have worked together since 1999, generating more than $2 million for the nonprofit’s education and advocacy efforts surrounding the environmental causes of breast cancer. As part of Pure Prevention, LUNA has created a new co-branded flavor, Berry Almond, to honor the Breast Cancer Fund and spread the word that prevention is possible. Support for the BCF has been at the core of LUNA‘s corporate mission, which has included collaborations on packaging, promotions, event sponsorship, sampling and dedicated events, such as the LUNAFEST traveling film festival and Team LUNA CHIX.

About Breast Cancer Fund:

In response to the public health crisis of breast cancer, the Breast Cancer Fund identifies– and advocates for elimination of – environmental and other preventable causes of the disease. Founded in 1992, the Breast Cancer Fund works from the knowledge that breast cancer is not simply a personal tragedy, but a public health priority that demands action from all. To learn more, visit www.breastcancerfund.org.

About LUNA:

LUNA is more than a whole nutrition bar made especially for women, by women – it is a way of living. We believe that what we put into our bodies matters; food feeds our souls, lifts our spirits, nourishes and sustains us. LUNA, the blissfully good whole nutrition bar for women, is entirely natural and meets many of the specific nutritional requirements women need every day to maintain healthy, active lifestyles. As part of Clif Bar & Co., LUNA works diligently to reduce its footprint on the planet, from the field to the final product. For more info on LUNA, visit www.lunabar.com.

Contacts:

LUNA
Brooke Golden
Women’s Experience Team Leader
bgolden@clifbar.com
tel: 510.859.8213
fax: 510.217.6634
www.lunabar.com

BREAST CANCER FUND
Kevin Donegan
Director of Communications
Kevin@breastcancerfund.org
tel: 415.346.8223 x14
fax: 415.346.2975
www.breastcancerfund.org

ACCESS COMMUNICATIONS
Brooke Tvedten
Senior Account Executive
btvedten@AccessPR.com
tel: 415.844.6257
fax: 415.904.7070
www.accesspr.com

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