Samsung launches campaign to support breast cancer care and prevention

EMBARGOED UNTIL 8AM (UK TIME), 7AM CET ON THURSDAY 15^TH OCTOBER 2009

Today, Samsung launches its very first European Breast Cancer Awareness Day with a star-studded celebratory Afternoon Tea event at the UK’s Westfield London – Europe’s largest shopping centre. The event is a celebration of its European-wide breast cancer awareness campaign ‘www.morethantalk.eu’ and will be headlined by award winning mezzo-soprano Katherine Jenkins.

The date, 15.10.09, is the culmination of Samsung’s ‘More Than Talk’ campaign, an online initiative which has already reached thousands of women in Europe. The message featured throughout this campaign is ‘Everybody’s Doing It: 15.10.09’. On this date, women all over Europe will be encouraged to be more breast aware. By visiting www.morethantalk.eu, they can access an instant community of support and advice created by Samsung, dedicated entirely to breast cancer care and prevention.

The Samsung Pink Ribbon event will begin at 3pm on 15.10.09 with an invitation-only Afternoon Tea. Guests from the participating European countries will attend the event, including celebrity breast cancer supporters, European press and the women who star in Samsung’s ‘More Than Talk’ campaign – all of whom have been affected by breast cancer. The celebration will take place at the Samsung Pink Ribbon Pop-Up and an Afternoon Tea of traditional British tea, scones and cakes will be served in a magical, Wonderland inspired garden setting.

Katherine Jenkins, the word famous mezzo-soprano and the first female artist to have two number ones albums in the same year will sing live at the event. Katherine is a keen advocate of breast cancer awareness and commented: “Breast cancer touches women of all ages and it is vital that as many people as possible are encouraged to help fight the disease. The work that breast cancer charities do is crucial to raise awareness and I am an active supporter of these initiatives.”

BBC television presenter Caroline Feraday has pledged her time to MC the event, as her own contribution to breast cancer awareness.

Mr Sang Heung Shin, President and CEO of Samsung Electronics Europe, said: “As a brand we have a strong worldwide presence and it is so important that we use our global influence to support European breast cancer charities. Through Samsung’s European Breast Cancer Awareness Day we strive to reach 400,000 women in Europe and encourage them to fight breast cancer through awareness and understanding.”

Breast cancer charities face a constant battle to increase awareness and raise sufficient funding. In 2008, Samsung donated $3 million to European breast cancer charities and announced a multi-million dollar five year pledge to further support the battle against breast cancer.

In 2009, as well as raising funds, Samsung has focused on the prevention of breast cancer through knowledge, campaigning and awareness. www.morethantalk.eu, which launched in September 2009, has already provided this on an unprecedented scale.

In a history making move, ‘Everybody’s Doing It’, the viral created for the campaign, is now playing in one of the world’s biggest and most famous outdoor advertising screens, the Samsung screen in London’s Piccadilly Circus. This is the first time that both a charity campaign and a campaign featuring real women who are not models or actresses, has played to such a huge public audience on the Samsung screen.

Working with Susan G. Komen for the Cure®

To spread the word even further, Samsung is working closely with local breast cancer charities and on a European level with Susan G. Komen for the Cure®, the largest breast cancer advocacy organisation in the world. Samsung and Susan G. Komen for the Cure announced their European partnership in November 2008.

Susan Carter Johns, Komen vice president and chief of staff at Susan G. Komen for the Cure said: “The Samsung initiative with Susan G. Komen for the Cure is tackling the big issues in breast cancer in Europe and around the world, with meaningful education and support for important breast cancer programmes.

“Almost half a million women and men worldwide will die of breast cancer this year alone, making it vital to continue the important work that Samsung, Komen, governments and non-governmental organisations have begun.”

Samsung’s Pink Ribbon Pop-Up as an information centre for the public

From the 16^th until the 18^th October, the Samsung Pink Ribbon Pop-Up garden will be transformed into a shopping haven and breast cancer information centre for everyone to visit.

A specially created Tree Of Life will stand at the entrance to the Samsung Pink Ribbon Pop-Up. Pink paper ribbons with pencils will be made available, inviting visitors to scribble thoughts, ideas and pledges to tie round the blossomed branches. Visitors can also write and share pledges to help raise awareness of breast cancer.

Passers-by will also find a garden with comfortable sofas inviting them to sit, relax and talk with friends, with complimentary loose-leaf Chinese tea and iced pink cupcakes.

Representatives from Breakthrough Breast Cancer will be present throughout the weekend to offer information and advice.

Visitors to the Samsung Pink Ribbon Pop-Up will be able to try out Pink Ribbon products from Samsung, including the Samsung N130 laptop and Samsung Tocco Lite White phone available at selected stores in Westfield London, with £10 from each mobile or notebook sold going to Breakthrough Breast Cancer.

Samsung’s support for breast cancer charities began in The Netherlands in 2006. By 2007 another eight participating countries had joined the campaign and in 2008 this number grew to 17 participating countries. Funds were raised through mobile phone sales and through other activities such as collection boxes and sponsorship.