WASHINGTON: Hyde Park Communications has been named AOR for the 15th anniversary of "Look Good ... Feel Better," a program that helps female cancer patients feel beautiful during treatment.
The agency is targeting both local and top 20 media outlets to promote the program, which runs throughout the year.
"It's phenomenal what it does [for] women; it takes them out of the clinical mode of chemotherapy," said Cecilia Arradaza, account supervisor with Hyde Park. "Because it's a very local program, we're really looking at making the story as local as possible."
The program is sponsored by the nonprofit foundation of the Cosmetic, Toiletry, & Fragrance Association. The American Cancer Society and the National Cosmetology Association are also partners.
The program was founded on the idea that women who feel good about their appearance will fight their disease with greater confidence.
Fifty thousand women each year receive makeovers from the program.