dressbarn's month-long program aims to combat breast cancer

Sep 28 2011

In support of National Breast Cancer Awareness Month, dressbarn (NASDAQ: ASNA) announces a month-long program aimed at getting more than one-quarter million women to take its 'Pink Pledge' to combat breast cancer.

Throughout October, dressbarn seeks to attract a minimum of 261,000 'Pink Pledges' from women who will commit themselves to getting a mammogram, eating healthier or taking bold steps to ward off breast cancer or catch it at an early stage.

dressbarn's goal of 261,000 pledges represents the number of new cases of breast cancer diagnosed in 2010.

Beginning Oct, 1, a dedicated website – www.yourdressbarn.com/mypinkpledge - will urge women to take the 'Pink Pledge,' a public promise to take steps toward a healthier lifestyle.  The site will also share stories of breast cancer survivors, and invite users to add their own stories of inspiration.

"Breast cancer is openly spoken about," said Vivian Behrens, EVP and chief marketing officer at dressbarn and maurices.  "Women aren't afraid to share their stories of survival or speak openly about the importance of early detection.  We view the 'Pink Pledge' as a social platform to enhance awareness, allowing women to publicly promise to take care of themselves to help curtail the devastating effects of the disease."

Users can customize their pledge by completing the prompt, "I pledge to take care of myself by […]".  Additionally, once the 'Pink Pledge' is taken, there will be an option to share it with friends and followers, urging them to take it themselves and pass it along as well. A direct link to Facebook, a tweet including the hashtag #pinkpledge and an option to email will all be provided.

dressbarn has been a long-time supporter of breast cancer awareness, specifically through its relationship with the American Cancer Society. To date, dressbarn and its sister-brand maurices have donated more than $8 million to the fight against cancer.  This year, they will once again raise funds by selling a stuffed plush dog named Lilac, with all net profits donated to the ACS.  Retailing for $6, Lilac sports a pink and purple scarf and a pink awareness ribbon on her lower left paw.

"For nine years we've been committed to the fight against breast cancer, and this year we're being more aggressive in encouraging women to make a pledge to do something for themselves and others– and do something now," said Behrens.  "We're hoping that this program will help impact the lives of more than a quarter-million women across the country."

SOURCE dressbarn