Pink For The Cure: Breast Cancer Awareness Campaign

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This October, as millions of Americans come together in recognizing National Breast Cancer Awareness Month, General Mills will introduce Pink for the Cure, an awareness campaign that offers the breast cancer community a unique and meaningful way to join a network of support and hope that is working to end the disease.

In addition to donating $2 million to Susan G. Komen for the Cure, General Mills, along with the help of TV personality and comedian Ellen DeGeneres, is introducing PinkTogether.com, an ever-growing online community of support and hope that brings together those touched by breast cancer. Another component of the Pink for the Cure awareness campaign can be found in the aisles of local grocery stores. General Mills is turning the packaging pink on a number of its brands for a limited time to raise awareness for breast cancer.

"This initiative is near and dear to my heart, as my mother fought breast cancer, and, thankfully, is a survivor," said Ellen DeGeneres, Pink for the Cure spokesperson. "As someone who's personally experienced how a community of supporters strengthens, motivates and inspires a person working to beat breast cancer, I see the power of this program and I'm honored to be a part of it."

A Virtual Ribbon of Hope

This year, nearly 200,000 women and men will be diagnosed with breast cancer. With so many people impacted by the disease, General Mills understood the need for a network where people could come together to give and receive hope in the fight against this disease.

"Generals Mills believes in nourishing lives," said Christina Smith, Pink for the Cure campaign manager. "Offering emotional support is a natural extension to our efforts and, with the help of thousands of people across the country, we're honored to be a partner in creating a place for this community of hope through PinkTogether.com."

As one person's story is another person's hope, this new online community encourages breast cancer patients, survivors and supporters to share their stories of perseverance, challenge, comfort and inspiration. It's a place where they can come together to share guidance, inspiration and maybe, one day, a cure.

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At PinkTogether.com, individuals are invited to share their story and view other stories of those touched by breast cancer. As stories are uploaded they will join others to build a virtual pink-ribbon mosaic, which will grow with each additional story -- forming a never-ending ribbon of hope.

Growing the Donation

Recognizing that it's through the collective effort of many that together we will make a difference in the fight against breast cancer, General Mills will donate $1 for every story shared on PinkTogether.com, up to $100,000, through October 31, 2007. This is in addition to the original $2 million donation to Susan G. Komen for the Cure.

"As a longtime partner, General Mills has proven that they are dedicated to finding a cure," said Katrina McGhee, vice president of marketing, Susan G. Komen for the Cure. "Not only has General Mills offered generous financial support over the years, but through PinkTogether.com, the company has found an incredible way to connect to the broader community battling breast cancer, offering emotional support to those who need it most."

Products Turning Pink

Awareness of breast cancer is the first vital step in combating the disease. According to Susan G. Komen for the Cure, the chances of overcoming the disease are greater if the cancer is detected early. In fact, when breast cancer is confined to the breast, the 5-year survival rate is greater than 98 percent.

To help raise awareness for breast cancer, General Mills will introduce special pink packaging on an assortment of its most beloved brands during National Breast Cancer Awareness Month, including Cheerios Cereal, Nature Valley Granola Bars, Progresso Soup, Hamburger Helper Dinner Mixes, Green Giant Frozen Vegetables, Pillsbury Crescent and Sweet Rolls and Refrigerated Cookie Dough, Cascadian Farm Granola Bars, Total Cereal, and Betty Crocker Cookie Mixes, Warm Delights Desserts and Potatoes.

The pink products are available in stores around the country through the month of October. By supporting these brands, consumers help ensure that General Mills can continue to support the fight against breast cancer.

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