National Denim Day for breast cancer still booms despite smallerscale

KANSAS CITY, MO: The Lee Company scaled back media efforts for its

annual Lee National Denim Day (NDD) last Friday, but still raised more

than $7.5 million in pledges to fund breast cancer research.



For NDD, companies allow employees to wear jeans to work in return for a

$5-per employee donation to breast cancer research.



Lee officials met with PR agency Barkley Evergreen shortly after the

World Trade Center attacks to consider what would be an appropriate PR

approach for NDD given the tragedies. Barkley cut back on New York media

calls and decided not to fly Lucy Liu, NDD spokeswoman, to Kansas City

for an October 5 press conference. An SMT from Los Angeles was arranged

instead.



Efforts to garner attention from the New York entertainment media were

scaled back, though Liu did get appearances on CNN Headline News and

Access Hollywood, said Kathy Collins, VP of marketing at Lee.



The event was considered too important to the cause of breast cancer

research to cancel. Funds raised are given to the Susan G. Komen Breast

Cancer Foundation. The event raised $24 million in its first five

years, with $7 million being collected last year. Lee called it

the largest single-day fundraiser for breast cancer research.



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