P&G "Do It For the Girls!" Campaign Fueling Nation-Wide Early Detection Movement in the Fight agains


P&G "Do It For the Girls!" Campaign Fueling Nation-Wide Early Detection Movement in the Fight against Breast Cancer

P&G GIVE Hope, the National Breast Cancer Foundation and Giuliana Rancic Rally Women to Conduct a Breast Self-Exam and Create a Breast Cancer Early Detection Plan

CINCINNATI--(BUSINESS WIRE)-- The Procter & Gamble Company (NYS: PG) and the National Breast Cancer Foundation, Inc. (NBCF) today kick off the fifth annual GIVE Hope program and its "Do It For the Girls!" campaign designed to rally women to take control of their breast health, take action and create an early detection plan in the fight against breast cancer. One in eight women will get breast cancer in her lifetime, but if detected in the early (localized) stage, the five-year survival rate is 98 percent1. Routine breast self-exams and a predetermined early detection plan are the most powerful tools in the fight against breast cancer, and save thousands of lives every year2. Campaign spokesperson and breast cancer survivor Giuliana Rancic, along with P&G employee survivors will lead the "Do It For the Girls!" Day of Action on Sept. 20, 2012 via a Twitter party, #GiveHope, designed to motivate women to conduct a breast self-exam this day, and take the first steps toward implementing an early detection plan.

"The early detection message is vitally important to me, and one that I need all women to hear and act upon, especially since it saved my life," said Rancic. "There are no second chances with breast cancer - and one of every eight of us are going to get it. The most critical recourse to surviving the disease is to catch it before it spreads, and the only way to catch it early is to be proactive about managing our breast health."

Women are strongly encouraged to participate in the "Do It For the Girls!" Day of Action by joining the Twitter party, conducting a breast self-exam and spreading the word with friends and family on Facebook. Participants can create a symbol of their commitment to breast cancer early detection through a custom photo app found at facebook.com/pgmygive. The goal is to create enough social momentum for this critical early detection call-to-action, that the message not only reaches women nationwide, but motivates them to take action. P&G also is incentivizing participation by donating $1 to the NBCF for every profile picture created, up to $25,000.

Consumers also can participate in the program by redeeming coupons from the Sept. 30 and Oct. 14 P&G brandSAVER® found in Sunday papers across the nation with discounts for P&G products including: Always®, Bounce®, Bounty®, Cascade®, Charmin®, Clairol®, Cover Girl®, Crest®, Downy®, Duracell®, Febreze®, Fixodent®, Gillette®, Head & Shoulders®, Ivory®, Luvs®, Olay®, Old Spice®, OralB®, Pampers®, Pantene®, Puffs®, Scope®, Secret®, Swiffer®, Tampax®, Tide®, Venus®, Vicks®, Wella®, Nioxin®, Sebastian®, My Black is Beautiful®, and Orgullosa®. For each brandSAVER® coupon redeemed, P&G will donate $0.02 and $0.01 respectively (uncapped) to the NBCF. Since 2008, P&G has raised $1.9 million for the NBCF through this effort. The funds support the NBCF's mission to save lives through early detection education and to provide mammograms for those in need.

"There are 2.5 million breast cancer survivors in America who are living proof that early detection indeed does save lives," said Janelle Hail, NBCF Founder & CEO. "This year's GIVE Hope campaign has set forth a very aggressive goal with "Do It For the Girls!" Day - and it sends a powerful message. I am proud that the NBCF has partnered with a company like P&G that's taking such a firm stand on this issue."

The P&G commitment to early detection starts from within, and employees who are survivors themselves are helping Rancic lead the "Do It For the Girls!" Day of Action. They are featured in both P&G brandSAVER® booklets; will be rallying participation in social media; will serve as panelists during the Twitter party; and their powerful and inspiring stories will be profiled on www.facebook.com/pgmygive.

"I never expected to detect a lump at age 26 ... most women in their 20s aren't thinking about breast cancer," said Allison Maxwell, P&G Manager of Consumer & Market Knowledge. "But, the disease runs in my family so I've always conducted routine breast self-exams. And it's proved life-saving. So I implore women to join us on Sept. 20, conduct a breast self-exam, and take control of their breast health. I hope my story serves as a wake-up call for women everywhere."

For additional campaign information and to learn how to participate in the "Do It For the Girls!" Day of Action, visit Facebook at www.facebook.com/pgmygive; follow the campaign on Twitter @pgmygive; and participate in the Twitter party on Sept. 20 at 3 p.m. ET, #GiveHope. To learn more about the importance of early detection in the fight against breast cancer, visit www.nbcf.org.

About the National Breast Cancer Foundation

Recognized as one of the leading breast cancer organizations in the world, the National Breast Cancer Foundation's (NBCF) mission is to save lives through early detection and to provide mammograms for those in need. A recipient of Charity Navigator's highest 4-star rating for eight years, NBCF provides women "Help for Today...Hope for Tomorrow®" through its National Mammography Program, Beyond The Shock®, Early Detection Plan, MyNBCF online support community, and breast cancer research programs. For more information, please visit www.nbcf.org.

About P&G GIVE

GIVE Hope is part of the P&G GIVE program, a social sustainability platform designed to inspire and enable people to use their everyday purchases to touch lives and improve life. GIVE embodies P&G's deep commitment to social responsibility and is designed to touch lives and improve life through three pillars: GIVE Hope, GIVE Health and GIVE Education. Each pillar is tied to the P&G brandSAVER, where donations from each coupon redeemed are made to a charity partner, making it simple for consumers to give back without having to spend a lot of time or money. By enabling consumers to address critical social issues affecting our communities, GIVE helps P&G fulfill its purpose of touching and improving lives, now and for generations to come.

About Procter & Gamble

P&G serves approximately 4.4 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Pringles®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, AmbiPur®, SK-II®, and Vicks®. The P&G community includes operations in about 80 countries worldwide. Please visit http://www.pg.com for the latest news and in-depth information about P&G and its brands.

1 National Cancer Institute
2 American Cancer Society: (American Cancer Society, 2011) http://www.cancer.org/Cancer/BreastCancer/DetailedGuide/breast-cancer-detection

Citizen Paine for P&G
Anita Mellon, 949-809-6776

KEYWORDS: United States North America Ohio


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