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LUNA Pure Prevention Survey Confirms Breast Cancer Misconceptions

LUNA and the Breast Cancer Fund Launch National Campaign to Inspire and

Educate that Prevention is Possible

BERKELEY, Calif., Oct. 29 /PRNewswire-USNewswire/ -- One in eight women will be diagnosed with breast cancer in their lifetime. Although 50 percent of women think breast cancer is hereditary, only 10 percent of breast cancer sufferers have a genetic history of the disease.

LUNA, the makers of whole nutrition bars for women(R), and the Breast Cancer Fund (BCF) recently announced the results of a national survey and the launch of a public education program to provide women with five easy, everyday tips to ask, act and live to prevent breast cancer. Designed to raise public awareness that prevention is as important as early detection and treatment, the Pure Prevention campaign aims to dispel breast cancer myths and arm women with the knowledge that prevention is possible.

* In developing the educational components of the program, LUNA

conducted a national survey of more than 500 women, ages 18 to


* 87 percent of respondents stated that they do not know how to prevent

breast cancer.

* 71 percent of women were unaware that more than one-third of personal

care products contain at least one chemical linked to cancer.

"While women live in fear of being diagnosed with breast cancer, most are not accurately informed of methods to prevent the disease," said Brooke Golden, LUNA Marketing Manager. "Through the Pure Prevention campaign, we hope to educate women about the environmental links to breast cancer and more importantly, the proactive steps they can take in their daily lives and communities to avoid this terrible disease."

"Pure Prevention," a multi-faceted effort, is designed to raise awareness of the science behind the disease, alert consumers to the multitude of environmental links to breast cancer and offer tips to help women reduce their risk of breast cancer. The emphasis is on learning to create a healthy home, eat smart, choose safe cosmetics, get outdoors, and spread the word.

BBMG, a New York-based branding and marketing firm, developed the Pure Prevention campaign on a pro-bono basis after selecting LUNA and the Breast Cancer Fund as the recipients of its first-ever "It's How We Live Grant." The grant represents a $100,000 package of in-kind services and is designed to develop and launch a robust cause-marketing campaign for a nonprofit organization and its corporate partner. After initial research, strategy and creative development, the agency launched the Pure Prevention campaign thanks to the donated services of the following firms: Global Strategy Group, MediaLink, Network for Good, SLAM! Media Group, Quality Letter Service and PR Newswire.

"There is powerful evidence that environmental exposures may trigger the development of breast cancer," said Jeanne Rizzo, R.N., Executive Director of the Breast Cancer Fund. "LUNA and the Breast Cancer Fund are joined by our shared belief that healthier choices can lead to healthier lives and reduce risks of cancer. We are working together to make people aware of what they can do."

The Pure Prevention campaign website,, offers facts, tips and resources to raise awareness about the environmental causes of breast cancer and empower women to live actively and healthy. Women are encouraged to go online and share their healthy tips. Other elements include social networking, grassroots outreach, online advertising, a public relations program and a Public Service Announcement (PSA), featuring film and television actress Sarah Carter that begins airing nationally in late October of this year.

About Clif Bar & Co.

Clif Bar & Co. is a leading maker of all-natural and organic energy and nutrition foods and drinks, including the CLIF(R) BAR energy bar and LUNA, The Whole Nutrition Bar for Women (R). Focused on great food and sustainability, Clif Bar works diligently to reduce its footprint on the planet from the field to the final product.

About the Breast Cancer Fund

The Breast Cancer Fund identifies and advocates for the elimination of environmental and other preventable causes of the disease. Founded in 1992, the Breast Cancer Fund works from the knowledge that breast cancer is not simply a personal tragedy but a public health priority that demands action from all.

About BBMG

BBMG is a values-driven branding and marketing firm dedicated to helping clients harness the laws of branding to stand out, build loyalty and inspire action. The agency's inaugural Conscious Consumer Report (November 2007) is the first major study to combine field observations with a national survey to determine what values are driving America's increasingly conscious consumers.

Editor's Note: To obtain the entire LUNA Pure Prevention survey, please visit

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All rights reserved

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