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Rite Aid and dLife Partner to Educate and Support Diabetes Community
Date:10/18/2007

-- Announce Launch of 360 degrees/365 Day Diabetes Alliance --

WESTPORT, Conn., Oct. 18 /PRNewswire/ -- Rite Aid has announced the launch of a 360 degrees/365 Day Diabetes Alliance with dLife, the only integrated multimedia education platform solely for the diabetes community.

There are an estimated 20.8 million(1) people in the United States currently living with diabetes, with more than 6 million of those undiagnosed. The goal of the 360 degrees/365 Program is to educate and motivate both those who have been diagnosed and those who are blindly unaware of their condition, as well as their caregivers.

"By joining forces, Rite Aid and dLife will be a powerful and easily accessible resource for the millions of patients who are living with diabetes," said Howard Steinberg, Founder and CEO of dLife and a diabetes patient himself. "We applaud Rite Aid's commitment to making an impact on this major health epidemic. Through Rite Aid stores and dLife communication channels, including dLife.com and our television program, we will be a significant resource in assisting patients in maintaining control over their disease and improve their diabetes lifestyle."

dLife and Rite Aid will use a variety of communication channels to keep patients informed and engaged. Customers can pick up newsletters and helpful literature with content from dLife at any Rite Aid store. They can also listen to "dLife Diabetes Minutes" on Rite Aid's in-store radio. Additionally, dLife will also be featured in Rite Aid's weekly sales circulars.

Rite Aid customers will be invited to join a valuable dLife-Rite Aid membership program, to receive a variety of special benefits, including free newsletters and documents when shopping at Rite Aid

"Rite Aid is focused on the health and wellness of our patients and we are committed to providing them with the programs, services and support needed to lead healthier lives throughout the year," said John Learish, Senior Vice President of Marketing. "Many people have diabetes, or care for someone who does, and it is important for them to realize they don't have to manage the disease alone. dLife is an ideal partner because they are well recognized as having the superior content and resources to help patients manage and live well with diabetes."

Rite Aid's Diabetes Management initiative is part of a year-long commitment to patient health and wellness. Each year Rite Aid offers free information, answers and guidance on health and wellness topics such as skin care, pain management and heart health.

About dLife - For Your Diabetes Life

dLife, the first and only multimedia platform offers the diabetes community information, inspiration, and connection. dLifeTV is the only national weekly lifestyle series devoted to living with diabetes, and airs every Sunday evening on CNBC at 7:00pm ET, 6:00pm CT, and 4:00pm PT. dLife.com is the leading independent website with over 5,000 pages of diabetes information, blogs, viewing room of original streaming video, over 6,000 recipes for people with diabetes, with prediabetes, or who have a family member with diabetes. dLifeRadio is heard on radio stations around the country and also nationwide on XM Satellite Radio. dLifeConnect is a direct mail newsletter delivered to over 2.5 million households. More information is available at http://mediakit.dlife.com/.

About Rite Aid

Rite Aid Corporation is one of the nation's leading drugstore chains with approximately 5,100 stores in 31 states and the District of Columbia. Information about Rite Aid, including corporate background and press releases, is available through the company's website at http://www.riteaid.com.

Press Contact Internal Contact

Michele Baer Elise Urbahn

Baer Consulting Inc. dLife

michele@baerconsulting.com urbahn@dlife.com

973.233.0044 203.635.1037

(1) Centers for Disease Control and Prevention. National diabetes fact sheet: general information and national estimates on diabetes in the United States, 2005. Atlanta, GA: U.S. Department of Health and Human Services, Centers for disease Control and Prevention, 2005.


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