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Safeway Foundation partners with actress Marcia Cross in prostate cancer PSA

BY Jason Owen

LOS ANGELES and NEW YORK — The Safeway Foundation and Stand Up To Cancer, a program of the Entertainment Industry Foundation, have teamed up to develop a print, radio and digital public service announcement featuring actress and SU2C Ambassador Marcia Cross. The PSA is designed to increase awareness for the fight against prostate cancer.

Prostate cancer is the second-leading cause of cancer death for men in the United States, and currently affects more than two million American men. One-in-six men will be diagnosed with prostate cancer in their lifetime.

Debuting this June, the public service campaign coincides with Safeway’s annual in-store Prostate Cancer Awareness fundraiser, providing customers with multiple opportunities to give at more than 1,400 Safeway stores across the United States. The public service campaign will continue through the month, which includes the national observance of Father’s Day on Sunday, June 16.

At the center of the public service campaign is a limited edition, reusable shopping bag, embossed with the words, "It starts with a wish; it can end with a cure." The bag will be available for purchase at all Safeway banner stores, including Vons, Pavilions, Tom Thumb, Randalls, Dominick’s and Carrs stores, as well as online at safewayfoundation.org. Proceeds will support accelerated prostate cancer research. Additionally, Safeway shoppers will have a chance to make a separate donation at check-out.

Emmy Award and Golden Globe nominee Marcia Cross is best known for her roles on the award-winning series "Desperate Housewives" and the original "Melrose Place."

"I’ve seen too many men in my life affected by cancer," Cross said. "I am proud to be a part of the effort to support important cancer research that can save lives. My hope is that we can help increase survivorship among men affected by prostate cancer."

"We are thrilled to collaborate with our friends at Stand Up To Cancer and Marcia Cross to further increase awareness of prostate cancer," said Larree Renda, chair of The Safeway Foundation. "Stand Up To Cancer’s scientists are taking cancer research to the next level, and we are committed to helping them in their effort to make meaningful advances in patient care."

The collaborative campaign represents a continued dedication to prostate cancer research and awareness for both The Safeway Foundation and SU2C.

The Safeway Foundation’s donation to SU2C helps fund two Dream Teams focused on prostate cancer. The first team’s project, titled "Precision Therapy for Advanced Prostate Cancer," is led by Arul M. Chinnaiyan, M.D., Ph.D., S.P., Hicks endowed professor of pathology and professor of urology at the University of Michigan in Ann Arbor, and Charles L. Sawyers, M.D., chairman of the Human Oncology and Pathogenesis Program at Memorial Sloan-Kettering Cancer Center. The second Dream Team project, titled "Targeting Adaptive Pathways in Metastatic Treatment-Resistant Prostate Cancer," is led by Eric J. Small, M.D., professor of medicine and urology and chief of the division of hematology and oncology at the University of California, San Francisco, and Owen N. Witte, M.D., distinguished professor of microbiology, immunology and molecular genetics at the University of California, Los Angeles, and distinguished professor of molecular and medical pharmacology at UCLA’s David Geffen School of Medicine. In total, these two teams have 109 scientists at 22 institutions.

To date, Safeway and The Safeway Foundation have raised $84.5 million for the Prostate Cancer Foundation, the world’s largest philanthropic source of support for prostate cancer research. Those donations, provided by Safeway’s generous customers, have helped fund 1,600 prostate cancer research projects, providing hope for treatment and cures.

Since 2008, the Prostate Cancer Foundation has funded nearly 100 cancer investigators (in 7 countries and 44 cancer centers) whose innovative research ideas are accelerating discovery and progress.

New advances in early detection funded by The Safeway Foundation include a urine test to detect a unique piece of DNA found only in prostate cancer cells that can now be detected. This test has the potential to catch prostate cancer many years earlier than it has typically been detected in the past. Together with a PSA test and a checkup, it will help doctors determine who has prostate cancer and thus prevent patients from undergoing unnecessary biopsies.

"We’re profoundly grateful to Marcia Cross and The Safeway Foundation for helping us spur more important conversations about prostate cancer, and for making it so easy for the public to support research that will lead to newer, more effective therapies," said Lisa Paulsen, co-founder of Stand Up To Cancer and CEO of the Entertainment Industry Foundation.

For more information on the campaign, visit safewayfoundation.org or standup2cancer.org. To join the conversation, like us on Facebook at @StandUpToCancer or follow us on Twitter at @SU2C.


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