Lifetime rallies around #BeTheEnd with PSA featuring Project Runway’s Heidi Klum
New York, NY, September 30, 2014 – The Breast Cancer Research Foundation (BCRF) is proud to announce its #BeTheEnd campaign for Breast Cancer Awareness Month and throughout the year. The call to action was built from the belief that research will bring an end to cancer and everyone has the power to play a role in eradicating the disease.
“We are all part of the solution,” said Myra Biblowit, President of BCRF. “We want to empower the public to be the end of cancer by joining us to help fuel the research today needed to save lives tomorrow. We believe that research has the power to bring an end to cancer. When you donate to BCRF, every dollar has an impact because research produces results and will lead us to prevention and a cure.”
Joining BCRF in its pursuit to turn awareness into action is Good Morning America anchor and breast cancer survivor Amy Robach. Last October, Robach received her first mammogram on air only to discover she had breast cancer. She has partnered with BCRF as an ambassador promoting breast health and the importance of research to help inform and activate the public. On October 9, Robach will also host the foundation’s annual Symposium & Awards Luncheon, which will honor ABC veteran and broadcast legend Barbara Walters for her humanitarian efforts.
“We couldn’t be more thrilled to welcome Amy to the BCRF family,” said Leonard Lauder, BCRF Co-Chairman. “Not only did she demonstrate incredible poise and strength during her journey with breast cancer, but she also is using her experience to advocate for the cause and galvanize women and men across the nation.”
BCRF Scientific Director Dr. Larry Norton and grantee Dr. Edith Perez have also joined ABC’s October initiative, Pink Pledge, as leading breast cancer experts.
Lifetime also signed on to support #BeTheEnd through a number of platforms including a public service announcement featuring Heidi Klum, the Emmy-winning host and executive producer of Project Runway. The PSA will run across Lifetime’s broadcast and digital channels. Lifetime further solidified its partnership with BCRF by sponsoring in part the foundation’s fundraiser at the Waldorf Astoria. This year marks Lifetime’s 20th anniversary advocating for the end of breast cancer.
Beginning October 1, BCRF will launch a number of engagements as part of #BeTheEnd:
Join BCRF and #BeTheEnd of breast cancer.