JCPENNEY DEMONSTRATES THE POWER OF A PENNY TO SUPPORT LOCAL YOUTH

Company Launches “pennies from heaven” to Inspire Donations for Afterschool

Cause Marketing Campaign Debuts with Innovative Digital Experience and Backing from Design Partners Mary-Kate Olsen and Ashley Olsen




PLANO, Texas (July 20, 2011) — J. C. Penney Company, Inc. (NYSE: JCP) today announced that it is launching an inspiring new philanthropic initiative that invites customers in over 1,100 stores to turn small change into “pennies from heaven” by rounding up their purchases and donating the difference to life-enriching afterschool programs. For more than a decade, JCPenney has been the leading corporate advocate for the afterschool issue by distributing more than $100 million across every jcpenney community. To bolster support for the afterschool movement, jcpenney will unveil its most extensive cause marketing campaign to date. Serving as the Company’s signature cause-related event, pennies from heaven will be held four times a year starting July 31 through Aug. 27 during the Back-to-School season.

“Compelling national research reveals that one in four students in America is unsupervised between 3 p.m. and 6 p.m. each day. This represents more than 15 million kids who could benefit from the academic and social development opportunities that afterschool programs provide,” said Mike Theilmann, group executive vice president for J. C. Penney Company, Inc. and chairman of J.C. Penney afterschool. “With communities facing severe cuts in education and school resources, there’s never been a more important time to raise awareness of the afterschool issue and get our customers involved in helping to narrow the education gap.”

Marketing that Inspires Change
As the largest cause marketing initiative JCPenney has ever launched, pennies from heaven will have a prominent role in the Company’s overall back-to-school promotions. Created in collaboration with Momentum Worldwide, Saatchi & Saatchi New York and 360i, pennies from heaven leverages multiple touch points to engage the hearts and minds of American consumers. National and Hispanic advertising, which utilizes broadcast, print and online media, showcases youth in afterschool programs through themed ads representing “pennies for art,” “pennies for science” and “pennies for music” -- demonstrating the power of a penny to create new opportunities for learning. Promotions for pennies from heaven will run as an integral component to jcpenney’s Back-to-School “Daydreamer” campaign, which features dream-inspired doodles to reveal kids’ inner aspirations -- reinforcing the notion that through a collective call to action, jcpenney and its supporters can help shape the future for millions of America’s youth.

Purse for a Cause
Olsenboye designers Mary-Kate Olsen and Ashley Olsen are lending their support to the initiative by releasing a limited edition change purse available exclusively at jcpenney. Each purse will sell for $9.99 and 100 percent of the sale proceeds will be donated to the pennies from heaven campaign. “Every child should have the opportunity to be part of a positive and nurturing environment after school,” said Ashley Olsen. “Through the purchase of an Olsenboye change purse, customers can help support afterschool programs and impact a child’s life,” added Mary-Kate Olsen.

Generating Virtual Pennies for Real Donations
Prior to the official launch in stores, customers will be able to collect virtual pennies as part of a fun, interactive experience on jcp.com/pennies. This new microsite serves as a personalized social hub for supporters to learn more about the issue and get involved through various online activities that trigger a donation to afterschool programs. Once users collectively generate 100 million virtual pennies, jcpenney will donate $1 million to the afterschool cause. Elements of the pennies from heaven online challenge include:

■ sending a “lucky penny” to friends on Facebook using a customized application;
■ watching the pennies from heaven commercial video;
■ downloading the pennies from heaven ringtone;
■ liking JCPenney on Facebook or following JCPenney on Twitter and;
■ checking into a JCPenney store on Foursquare.

About jcpenney’s commitment to afterschool:

As the leading corporate advocate for the afterschool issue, JCPenney partners with leading afterschool organizations to make life-enriching afterschool programs accessible for working families. Through its legacy of supporting youth and charitable organizations such as the Boys & Girls Clubs of America, the Y, National 4-H, United Way and FIRSTâ Robotics, JCPenney formalized its commitment to the afterschool cause by establishing the jcpenney afterschool fund, a 501(c)(3) non-profit organization. Since its inception, more than $100 million has been distributed to afterschool programs across every JCPenney community thereby making it possible for more kids to spread their wings. For more information, visit www.jcp.com/pennies.

About J. C. Penney Company, Inc.:

J. C. Penney Company, Inc., one of America's leading retailers, operates over 1,100 jcpenney department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com. Serving more than half of America’s families each year, the jcpenney brand offers a wide array of private, exclusive and national brands which reflect the Company’s vision to be America’s shopping destination for discovering great styles at compelling prices. Traded as “JCP” on the New York Stock Exchange, the $17.8 billion retailer is transforming its organization to support its Long Range Plan strategies to build a sustainable, profitable enterprise that serves its customers, engages its associates and rewards its shareholders. For more information visit, www.jcpenney.net.

My Life: Volunteering and Fundraising

Sorry about the lack of posts, I was experiencing some technical difficulties and wasn't able to post anything.

So, what have I been up to. Let see for Martin Luther King, Jr. Day, I made time to volunteer at a senior center and in the evening I attended a speaker on African-American Artists from past to present at the museum.

A wonderful way that we can embrace Dr. King's philosophy is to celebrate our differences and know that we can learn something from each other. Our life experiences are what makes us unique. The world would be so boring if we all were the same. Maybe it's hokey to feel that way but maybe one day it will happen.

As for what going on with PR, lately I have been focusing on more causes and charitable organizations trying to help raise money for worthy causes. For anyone looking to enter PR, fundraising for museums is a great entry level way to get experience.

How to Help: Haiti Earthquake Relief

The earthquake in Haiti is very devastating and heartbreaking, and the people are really in need of assistance. If you are able to send any donations be it financially or by putting together care packages, MSN provided websites and phone numbers (for a full lists from msn click here:), I have included a few below:

** American Red Cross, 800-733-2767
** American Jewish World Service, 212-792-2900
** Beyond Borders, 866-424-8403
** CARE, 800-521-2273
** Food for the Poor, 800-427-9104
** Haitian Health Foundation, 860-886-4357
** Meds and Food for Kids, 314-420-1634
** Rural Haiti Project, 347-405-5552
** The Salvation Army, 800-725-2769
** UNICEF, 800-367-5437
** World Relief, 800-535-5433
** Yele Haiti, 212-352-0552
Wyclef Jean's grassroots org: Text Yele to 501 501 to donate $5 via your cellphone

The U.S. State Department Operations Center said Americans seeking information about family members in Haiti should call 1-888-407-4747. Due to heavy volume, some callers may receive a recording. "Our embassy is still in the early stages of contacting American citizens through our Warden Network," the U.S. State Department said in a statement. "Communications are very difficult within Haiti at this time."

Tips from the FBI to avoid being scamed while trying to donate to the earthquake relief:

* Ignore unsolicited e-mails, and do not click on links within those messages.

* Be skeptical of individuals representing themselves as surviving victims or officials asking for donations via e-mail or social networking sites.

* Be cautious of e-mails that claim to show pictures of the disaster areas in attached files, because the files may contain computer viruses. Open attachments only from know senders.

* Decline to give personal or financial information to anyone who solicits contributions.

* Make contributions directly to known organizations, rather than relying on others who claim in e-mails that they will channel the donation to established groups.

The FBI says anyone receiving an e-mail that appears to be a scam should forward it to this website: www.ic3.gov.

The Headwear Association Gives Away Thousands of Warm Hats to Shelters and Non-Profit Organizations Nationwide

Annual 'Headwear for the Homeless' Campaign kicks-off December 10

CHICAGO, Dec. 9 -- It's common knowledge that you lose as much as 80 percent of your body heat through your head. As temperatures plummet outside, wearing a hat can be one of the best ways to keep warm. Unfortunately, not everyone can afford proper headwear to protect their head and ears during the long winter months.

In an effort to help disadvantage people keep warm, The Headwear Association will donate thousands of hats to homeless shelters and nonprofit organizations nationwide on Thursday, December 10.

"Many of us read or hear about those less fortunate than ourselves and wish there was something we could do to help," said David Goldman, president of The Headwear Association. "We decided that our organization could do our part by providing wool, felt, knit and fleece beanies and caps to underprivileged men, women and children to help keep them warm during the brutal winter months."

For anyone who spends time outside this winter, wearing a hat is a smart preventive measure to help avoid getting sick. If your body doesn't have to work so hard keeping warm it will have more resources to keep you healthy during the cold and flu season.

The participants of this year's Headwear for the Homeless campaign include:

• Bollman Hats to Opportunity House and Mary's Shelter in Reading, PA; Robinhood Foundation, NY and St. Vincent de Paul Center, Chicago

• Dorfman-Pacific, Stockton, CA to Women's Center of San Joaquin County, Stockton Homeless Shelter and Haven of Peace Inc.

• Grace Hats to Holy Apostles Soup Kitchen, NYC

• Hat Attack to MGR Foundation in Chicago

• NES Enterprises, Jay Gerish Co. and Kathy Jeanne Inc. to Eva's Village in Paterson, NJ

• Outdoor Cap, Bentonville, AR to Benton County Women's Shelter-Domestic Violence Shelter, Genesis House-Daytime Shelter, Havenwood-Transitional housing for single parents, NWA Children's Shelter-Children's Shelter, Peace At Home Family Shelter-Domestic Violence Shelter, Salvation Army-Homeless Shelter, Youth Bridge-Troubled Teens

• Outback Trading to Ridge Ave. Shelter in Philadelphia, PA

• Philadelphia Rapid Transit to The Haddonfield Friends School "Mitten Tree"

• San Diego Hat, Carlsbad, CA to Bread of Life Rescue Mission

For more information about The Headwear Association, please visit http://www.theheadwearassociation.org or contact Susan Weiss, SWPR, 312-222-1337, susan@swpr.biz

Payless ShoeSource To Donate $1.2 Million in Free Shoes to Children this Holiday and Announces New International Non-Profit Partners

More Than 750 Charitable Agencies Representing All 50 States in the United States, Across Canada and Puerto Rico and in 10 Latin American Countries Come Together to Create Expansive Grass-Roots Giving Network to Directly and Immediately Give the Gift of Shoes This Holiday Season; Kids Start Shopping with Free Shoe Coupons

TOPEKA, Kan., Dec. 2 -- Leading family footwear retailer, Payless ShoeSource, announced today that more than 750 nonprofit partners located across the United States, Canada, Puerto Rico and in 10 Latin American countries have officially joined Payless in its Payless Gives Shoes 4 Kids program, a grass-roots effort aimed at giving more than $1.2 million in free shoes to children of families in need this holiday season.

Payless will give more than 77,000 gift coupons redeemable through Feb. 28, 2010, toward a new pair of kids' shoes at any of its more than 4,500 stores located in the United States, Canada, Puerto Rico and in Latin American countries including the Dominican Republic, Trinidad & Tobago, Ecuador, Costa Rica, Guatemala, El Salvador, Panama, Honduras, Nicaragua and Colombia.

Payless said that all the charity partners should receive their free shoe gift coupons by today along with a personal letter from Matt Rubel, chairman and chief executive officer of Collective Brands, Inc., the parent company of Payless, and LuAnn Via, chief executive officer and president of Payless, with a special request to get the coupons into the hands of the children that need them in time for the holidays. The quantity of gift coupons per agency is based on agency size and the number of constituents served and includes an average of about 100 coupons per charity partner. Many non-profit partners will also provide transportation for group shopping trips to the local Payless stores and already shopping trips have been coordinated for children in Los Angeles, San Juan and Cincinnati by charity partners.

"Kids have already started shopping for their free shoes," said Rubel. "Last year's program was truly amazing and we saw our charity partners coordinate directly with our local store teams to hold special shopping events outside of normal store hours -- many partners and store teams went above and beyond with special touches that included hot coco and other treats for the kids in addition to the free shoes," said Rubel.

"Already this year we've heard similar stories including NFL Hall-of-Famer, Anthony Munoz, and his foundation giving limo service and lunch for a group of second grade children in Cincinnati. Free shoes is an amazing gift to these kids, but to be able to shop with a super star athlete like Anthony makes it all even more special. We are thrilled with the hundreds of charity partners who are joining us this year in our massive holiday giving effort, and we look forward to seeing the smiling faces and hearing the heartfelt, inspiring stories that will result from this year's program."

The company launched the application phase for the Payless Gives Shoes 4 Kids program on Oct. 15 with a call-to-action to the non-profit community to apply to be Payless partners in the shoe-gifting campaign to build a network of hundreds of localized organizations across the Western Hemisphere. This grass root approach is critical for immediate, direct access to kids in need at the holidays. In a 21-day application period, the retailer received nearly 3,000 applicants at its application website www.paylessgives.com and inquiries from nearly 37,000 visitors representing 109 countries across the globe. The application period is now closed.

Payless said its Payless Gives Shoes 4 Kids non-profit network includes a total of more than 750 agencies: more than 670 charities in the United States, more than 70 in Canada, five in Puerto Rico, and 20 throughout Latin America.

"We were overwhelmed by the response from the non-profit community to join us in this important effort - to give a free pair of shoes to children in need this holiday season," said Payless CEO Via. "Our intent is to work with and through a diverse network of localized non-profits that have direct and immediate access to the children. Our chosen partners - more than 750 in all -- represent every state in the U.S., as well as organizations across Canada and in Puerto Rico and 10 Latin American countries in which we have stores. Together we've created a diverse international network of non-profits located in small towns, mid-sized and large cities, as well as rural areas so that we can blanket these countries and most effectively reach those in need."

Payless initiated the Payless Gives Shoes 4 Kids program last year in response to the economic crisis, its impact on the underprivileged, the significant need across the United States for children's shoes, and to support smaller, localized nonprofits with a tool to assist them in helping those in need during the holidays. The retailer expanded the program internationally across the Western Hemisphere for 2009 because the need for children's shoes continues, the need is international and Payless is in a strong position to help.

A striking number of children don't have shoes that fit. Studies show that properly fitting shoes can enhance self confidence in children and aid in their proper development and growth. As well, with rising unemployment and food costs, it is difficult for parents to cover basic needs, thus making the holidays an even more stressful time for struggling families.

Greater Horizons of Kansas City, also a nonprofit, served as the independent third-party to manage the bulk of the selection process, based on Payless' core selection criteria, for the Payless Gives Shoes 4 Kids charity partners. For a complete list of the Payless Gives Shoes 4 Kids partners, please go to www.paylessgives.com.

About Payless & Collective Brands, Inc.

Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is the largest specialty family footwear retailer in the Western Hemisphere and is dedicated to democratizing fashion and design in footwear and accessories and inspiring fun, fashion possibilities for the family at a great value. As of the end of second quarter 2009, the company operated more than 4,500 stores. In addition, customers can buy shoes over the Internet through Payless.com® at www.payless.com.

Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its more than 4,500-store retail chain, with its brands Airwalk®, Dexter®, Champion®, Zoe & Zac(TM), the first-ever affordable green footwear brand, and designer collections Lela Rose for Payless, Unforgettable Moments by Lela Rose, alice + olivia for Payless, Christian Siriano for Payless and STLP x Airwalk, among others; Collective Brands Performance + Lifestyle Group, focused on lifestyle and performance branded footwear and high-quality children's footwear sold primarily through wholesaling, with its brands including Stride Rite®, Keds®, Sperry Top-Sider®, Robeez®, and Saucony®, among others; and Collective Licensing International, the brand development, management and global licensing unit, with such youth lifestyle brands as Airwalk®, Vision Street Wear®, Sims®, Lamar® and LTD®. Information about, and links for shopping on, each of the Collective Brand's units can be found at www.collectivebrands.com.

Holiday Time = Good Cause PR

How was your Thanksgiving? I really enjoyed it. Spent time with my family and enjoyed the all the great food. Thanksgiving really makes me reflect on all the good people in my life.

This is also the time of year where you read numerous articles and see various news segments on how people are helping those in need. I saw one early this morning about a toy donation program in Los Angeles that let children borrow toys for free (I'll find out the name of organization). The program is a big help to parents who can not afford to buy new toys and it gives children a chance to play with them then return them for another toy. It also teaches kids responsibility because they are essentially taking care of someone's property.

I also read various articles about churches donating food including turkeys, so families can prepare their own Thanksgiving meal. There are so many good organizations that are genuinely trying to help others such as Toys for Tots. Every year I try to donate be it some of my time, PR skills or monetary (gift or money) to hopefully make some kind of difference with different organizations.

Retailers to Give Thousands of New Winter Coats to Underprivileged Elementary School Students

The Keeping Kids Warm Program to Donate 10,000 Coats Nationwide

BALTIMORE, Nov. 3 -- In an effort to make the winter season warmer for underprivileged children, the Keeping Kids Warm® program is donating new winter coats to 3 schools in the city of Baltimore. The Keeping Kids Warm program is supported by the Charming Shoppes, Inc. family of brands, Lane Bryant, Fashion Bug, and Catherines. Baltimore Coat Distributions will take place at Dr. Bernard Harris Elementary School on November 4th; Alexander Hamilton Elementary School on November 5th; and at Eutaw-Marshburn Elementary School on November 5th. All events begin at 9:30am.

Starting this October, employees volunteer to organize coat distributions, order and pack coats, and present them in person to children in their communities. Each child chooses a brand new, warm winter coat and winter accessories.

"To see our associates come together to give back to local children in need is very rewarding," says Jim Fogarty, President and Chief Executive Officer of Charming Shoppes, Inc. "Our family of brands are in the business of profiting from the sale of clothing, so giving back to the communities we serve by clothing those in need is a natural extension. We also appreciate the support we receive from our vendor base, which assists in the smooth execution of our program," says Jim Fogarty.

This is the Keeping Kids Warm program's 14th year. To date, the retailers have donated nearly 115,000 winter coats to elementary students all over America in such cities as Minneapolis, Cleveland, Chicago, Columbus, Cincinnati, Philadelphia, Milwaukee, Syracuse, Newark and many others. This fall, Keeping Kids Warm will visit close to 20 schools and give away nearly 10,000 coats. At the end of this season, the program will have donated close to 125,000 coats in 75 communities across the country, a truly inspiring accomplishment.

The press are invited to attend the Baltimore Coat Presentation Day events at Dr. Bernard Harris Elementary School located at 1400 North Caroline Street; Alexander Hamilton Elementary School located at 800 Poplar Grove Street; and Eutaw-Marshburn Elementary School located at 624 Eutaw Place.

About Keeping Kids Warm:

Keeping Kids Warm is an endeavor of CSI Charities, Inc., a 501(c) 3 non-profit organization. Lane Bryant, Fashion Bug, and Catherines operate under the parent company Charming Shoppes, Inc. Charming Shoppes operates more than 2,200 retail apparel stores in 48 states. The Charming Shoppes family of brands offers the latest styles for in apparel, accessories, and footwear for women of all sizes. For more information on Charming Shoppes, Inc., please visit www.charmingshoppes.com. For more information about Lane Bryant, please visit www.lanebryant.com. For more information about Fashion Bug, please visit www.fashionbug.com. For more information about Catherines, please visit www.catherines.com.

Event: Celebrity Stylist Robert Verdi to Host LUXE 2009 at Prime Outlets - Orlando

Celebrity Stylist Robert Verdi Hosts the Region's Premiere Shopping Event at Prime Outlets - Orlando to Benefit the Orlando Ballet

ORLANDO, Fla., Sept. 24 -- Prime Outlets - Orlando, the largest outlet shopping center in the southern U.S. and second largest in the nation, announced today the outlet shopping destination and Celebrity Stylist Robert Verdi will host LUXE 2009: The Fashion Benefit, the region's premiere shopping event to benefit the Orlando Ballet and other charitable organizations in the Orlando area, Thursday, October 8 from 6:30- 11:00 p.m.

The exclusive evening of designer shopping, fashion and charity will be sponsored by Orlando Style Magazine and will feature Prime Outlets - Orlando's grand collection of more than 175 designer and brand-name stores and include one-night-only savings on top designer brands.

Verdi, a celebrity stylist, noted fashion critic and television personality most recently seen on TV Land's "She's Got The Look," The Style Network's "Fashion Police" and the Discovery Home Channel's "Surprise By Design," will host a runway fashion show during the event featuring some of the world's most renowned brands including Saks Fifth Avenue OFF 5TH, Neiman Marcus Last Call, kate spade, St. John, Betsy Johnson, Judith Ripka, Brooks Brothers and many more. LUXE 2009: The Fashion Benefit will also feature cocktails and hors d'oeuvres, modeling and musical entertainment throughout the center.

"LUXE 2009 will bring style, culture and charity together in a single fashion-forward event," said Prime Retail's Senior Vice President of Marketing Karen E. Fluharty. "Prime Outlets - Orlando is globally recognized as a top shopping destination for frugal fashionistas and this event is a celebration of their love of culture and luxury brands."

"We are excited to be a part of the LUXE 2009 event and look forward to building a great relationship with Prime Outlets - Orlando," said Orlando Ballet's Artistic Director Robert Hill.

In addition to offering up to 65 percent off regular retail prices every day, Prime Outlets - Orlando's luxury brands will also offer incredible sales and exclusive discounts during the event and one lucky guest will win a $500 Prime Outlets shopping spree.

LUXE 2009: The Fashion Benefit will be held in a tented area between Neiman Marcus Last Call and Saks Fifth Avenue OFF 5TH and is open to the public. Admission is $10 per person and tickets will be sold at the door or may be pre-purchased at Guest Services, located near Neiman Marcus Last Call.


About Prime Outlets - Orlando:

Prime Outlets - Orlando is located at I-4, exit 75-A in Orlando, Florida. The outlet center offers everyday savings up to 65 percent off full retail prices and features an exciting collection of brand name retailers including Saks Fifth Avenue OFF 5TH, Neiman Marcus Last Call, Nike Factory Store, COACH Factory, Tumi, Sean John and Polo Ralph Lauren Factory Store. Prime Outlets - Orlando is open Monday-Sunday 10 a.m. to 9 p.m. For more information, please visit primeoutlets.com.


About Prime Retail:

Headquartered in Baltimore, Md., Prime Retail owns and operates 21 outlet shopping centers in the U.S. and Puerto Rico. Spanning more than 8.2 million square feet throughout major United States markets and Puerto Rico, Prime Retail is home to more than 400 leading designer and name-brands such as Gucci, Giorgio Armani, Burberry, kate spade, Michael Kors, St. John, Juicy Couture, Stuart Weitzman, Saks Fifth Avenue OFF 5TH and Neiman Marcus Last Call. The company's retail outlets serve major markets including Orlando, Pittsburgh, Washington, D.C., Austin/San Antonio, Texas and Williamsburg, Va., among many more. In addition Prime Retail currently has nearly one million square feet in its development pipeline in markets including the Dallas/Fort Worth metro area and San Francisco Bay region. For more information, please visit primeretail.com.

Style and Focus News Bites: Emma Watson Teams with People Tree to Create Clothing Line

Late condolences to the families of Patrick Swayze and Sen. Edward Kennedy.


Emma Watson is teaming up with People Tree, a fair trade fashion company, to create a clothing line called "Love From Emma". All proceeds made from the collection will be donated to the People Tree Foundation. "I wanted to help People Tree produce a younger range because I was excited by the idea of using fashion as a tool to alleviate poverty and I knew it was something I could help make a difference with", she says.

"I think young people like me are becoming increasingly aware of the humanitarian and environmental issues surrounding fast fashion and want to make good choices but there aren't many options out there".

Emma acting as creative advisor for People Tree will launch her collection in late February 2010. The collection is a spring summer line featuring 26 women's and 15 men's styles also including a small selection of accessories. The collection will not only use 100% organic and Fair Trade Certified cotton, but will be hand made by Fair Trade groups.

Source: People Tree

Joe Jonas = Great PR for the Special Olympics

In this day in age, where young celebrities are in the news mostly for the scandal of the day or week, it's nice to hear that Joe Jonas of the Jonas Brothers was helping to raise funds and promote the Special Olympics with his Joe Jonas IWin Fun Run that will benefit the Jonas Brothers' Change for the Children Foundation. The event was held today in San Antonio, TX.

I have a family member who has special needs and she loves to compete in the local special olympics. It's also an organization and cause that I help and support. I hope the Special Olympics continue to gain funds and support especially since Eunice Kennedy Shriver recently passed away.

Women's Health Presents Are You Game Outdoor Summer Festival in NYC on July 11th

-- Free Summer Festival to Feature Euro Bungee, Rock Climbing Wall, Virtual Surfing, Workout Classes, Beauty & Spa Treatments, Fashion Shows, Karaoke and More --

WHAT:

Women’s Health’s annual summer festival, Are You Game?, is returning to New York for the third year. Building on the success of last year’s events in New York and Chicago, which were attended by more than 4,000 people, Are You Game? will allow urban women to experience the ultimate in outdoor fun and adventure. Are You Game? will be open to the public at no cost and will offer a host of fun and athletic challenges and activities, such as:

* Euro Bungee
* Rock Climbing
* Beauty and Spa Treatments
* Workout Classes including: Masala Bhangra, Million Dollar Knockout, Hula Hoop Pilates, and more!
* Virtual Surfing
* Fashion Shows
* Karaoke
* Happy Hour
* And MUCH MORE for the thousands of expected visitors!


WHEN:

Saturday, July 11th, 2009
From 10:00 AM – 5:00 PM

WHERE:

Manhattan’s Hudson River Park at Pier 46
(Charles Street and West Street)

PRICE: Free

WHO:

Women’s Health presents Are You Game? along with the following sponsors: American Laser Centers, ASICS, Champion, Edy’s, Garnier, Heartland Brewery, Maybelline New York, Oakley, and Subaru of America, Inc.

As the official spa partner for the event, Oasis Day Spa will provide all spa and beauty services for the “Workout to Knockout” pavilion, while Crunch, the official gym partner for Are You Game?, will instruct all the workout classes.

As the official beneficiary of the event, Susan G. Komen for the Cure will host a donation station where attendees will have the opportunity to make a donation.

For more information regarding Are You Game?, please visit http://www.womenshealthmag.com/areyougame

Or contact:

Allison Keane at 212.808.1676, Allison.Keane@rodale.com,
Erin Clinton at 212.808.1683, Erin.Clinton@rodale.com

Kellogg Company and Katalyst Media Join Forces to Confront Hunger in the United States

Kellogg Company and Katalyst Media Join Forces to Confront Hunger in the United States

Katalyst, in Partnership with Kellogg Company, Release a "People-Powered" Web Video to Raise Awareness About the Issue of Hunger

BATTLE CREEK, Mich., June 22 -- Kellogg Company (NYSE: K) today announced a transformational partnership with Katalyst, a studio for social media co-founded by Ashton Kutcher (www.twitter.com/aplusk) and Jason Goldberg. The partnership will raise awareness of the growing hunger epidemic in the United States and encourage consumers to donate to Feeding America, the nation's leading hunger relief organization, at the KelloggCares Facebook(R) Page at www.facebook.com/kelloggcares. Recent reports show that one in eight Americans is struggling with hunger, and food banks across the country are challenged to keep up with rising demand.

As part of its ongoing commitment to fight hunger, Kellogg teamed up with Katalyst to spotlight the issue through a new online video, directed by Demi Moore (www.twitter.com/mrskutcher). The video can be found on the KelloggCares Facebook Page at www.facebook.com/kelloggcares. It features user-generated content submitted by consumers moved to end hunger following requests that @aplusk (Ashton Kutcher) and @mrskutcher (Demi Moore) posted on their respective Twitter feeds and Facebook Pages.

"We are grateful to be working with Kellogg on such a meaningful project and excited to be creating people-powered content for social media networks as a powerful tool for change," said Kutcher, co-founder of Katalyst. "Innovative partnerships like this one demonstrate the good that companies can do when resources are pooled. The Katalyst team has been inspired by the thousands of voices that have emerged on Twitter, YouTube, Facebook and other social media platforms dedicated to ending hunger in America."

The goal of the video is to reach Americans through social media channels and encourage them to work together to help replenish food banks and feed the hungry by making donations to Feeding America. On the KelloggCares Facebook Page, consumers can become a fan, make a monetary donation to Feeding America and find out about other ways they can help fight hunger in their local communities.

"Hunger is an issue that often gets overlooked, especially here in the United States. Having food readily available is something that we too easily can take for granted. And yet we know, especially in these times, that many people in the United States go to bed hungry. That's why it's critical that we come together to shed light on the issue," said Moore. "The collective spirit of the American people can do extraordinary things. It is our hope that this video and partnership with Kellogg Company will draw attention to this important issue and help make a difference for the 36 million Americans struggling with hunger."

Kellogg hopes that by reaching consumers where they get much of their information - via the social web - it will engage even more people in the fight against hunger.

"Facebook gives people the power to share and connect around issues that are important to them," said Tom Arrix, Vice President of U.S. Sales at Facebook. "We are proud to be working with Kellogg and Katalyst to raise awareness for hunger, an issue that affects millions of people everyday, and giving Facebook users an interactive and unique way to engage on this important issue."

In addition to being available on the KelloggCares Facebook Page, the video will be distributed through a number of other social media channels to increase awareness of hunger and encourage donations. Katalyst will help distribute the video through the company's online social networks, and Kellogg will include information about this initiative on tens of millions of Kellogg's cereal boxes later this year.

"We are excited to partner with Kellogg Company, a longstanding supporter of Feeding America, in this important campaign to grow awareness and engagement in the fight against domestic hunger," said Vicki Escarra, president and CEO of Feeding America. "Tremendous strides have been made, but as the support in the fight against hunger grows, so does the demand for food. No American should go hungry and there is always more that can be done. We are grateful to Kellogg for their leadership and dedication to our cause."

This initiative is part of an ongoing commitment from Kellogg Company to help fight hunger. In April, the Company announced that it is donating an entire day's worth of cereal production - more than 55 million cereal servings - to Feeding America. The donation of 3.5 million pounds of cereal is worth approximately $10 million.

"Kellogg Company is deeply committed to fighting hunger," said David Mackay, president and CEO, Kellogg Company. "Through this innovative, new initiative, we hope that we will engage even more consumers who will join us by giving what they can to Feeding America."

Kellogg Company has been a committed donor to Feeding America since they were founded. Over the past 10 years, Kellogg has donated more than 224 million pounds of food to Feeding America. Over the last five years, Kellogg has contributed more than $40 million in cash and $120 million in product to various charitable organizations around the world. For more information on Kellogg Company's Corporate Responsibility efforts, please visit www.kelloggcompany.com/CR.

About Kellogg Company

With 2008 sales of nearly $13 billion, Kellogg Company is the world's leading producer of cereal and a leading producer of convenience foods, including cookies, crackers, toaster pastries, cereal bars, fruit-flavored snacks, frozen waffles and veggie foods. The Company's Trademarked brands include Kellogg's, Keebler, Pop-Tarts, Eggo, Cheez-It, All-Bran, Mini-Wheats Nutri-Grain, Rice Krispies, Special K, Chips Deluxe, Famous Amos, Sandies, Bear Naked, Kashi, MorningStar Farms, Gardenburger and Stretch Island. Kellogg products are manufactured in 19 countries and marketed in more than 180 countries. For more information, visit www.kelloggcompany.com. Kellogg Company's Corporate Responsibility report including its approach, progress and future direction in the marketplace, workplace, environment and community can be found at www.kelloggcompany.com/CR.

About Katalyst Media

Katalyst, based in Los Angeles and New York, is a studio for social media creating digital, television and film properties. The Katalyst mission is to create thought-provoking and compelling content for multiple platforms. Founded by partners, Ashton Kutcher and Jason Goldberg, Katalyst film credits include "The Butterfly Effect" and "Guess Who," as well as the upcoming feature films "Spread" and "5 Killers." Television property credits include the hit series "Punk'd" and "Beauty and the Geek," in addition to network series "True Beauty" for ABC, "The Beautiful Life" for the CW, and "Excellent Adventure" for OWN. Digital properties include the "Blah Girls" (www.blahgirls.com), 24 Hours at Sundance (www.24hoursatsundance.com) and the Web reality series KatalystHQ (www.funspace.com/katalysthq).

About Feeding America

Feeding America is the nation's leading domestic hunger-relief charity, providing individuals and families with the means to survive and even thrive. Serving the entire United States, more than 200 member food banks support 63,000 agencies (soup kitchens and food pantries) that address hunger in all of its forms. The Feeding America network supplies food to more than 25 million Americans each year - including 9 million children and 3 million seniors. For more information on how you can fight hunger in your community and across the country, visit www.feedingamerica.org.

Style and Focus News Bites: Barbie, Brad and Birthday Visits

** According to the Associated Press, West Virginia Deomocratic Delegate Jeff Eldridge is proposing to ban the sale of Barbie dolls and others like her in his state. He wants to outlaw the dolls, because the dolls influence girls to place too much importance on physical beauty, at the expense of their intellectual and emotional development.

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My Response:

This is one of the dumbest things I have read, with all the things going on economically he want to go after Barbie. It's the parents responsibility to instill good judgement and values to their children and banning an iconic doll is not going to change our cultures obsession with youth and beauty. So, is he also going to ban gentlemen magazines because they hold a certain stereotypical view towards beauty on how women are suppose to look. Yeah, but I guess I don't see that happening any time soon.

** In the New York magazine article, "Why Were Milan’s Runways So Whitewashed?" details the lack of diversity among models used during fashion week in Milan.

** Shoe designer Yohji Yamamoto has signed a deal with Salvatore Ferragamo to create a new collection of ergonomic shoes called Salvatore Ferragamo for Yohji Yamamoto. The new Ferragamo footwear will be unveiled this Friday, in Yamamoto's fall 2009 runway show in Paris, according to a press release. The shoes, ergonomic Chelsea boots and hiking boots will be available to consumers early July in Yamamoto boutiques, Ferragamo flagships and more directional fashion stores. Prices will vary from just under $500 to just over $1,000. (Fashion Wire Daily)

** According to People magazine, singer Kelly Rowland paid a birthday visit to an ailing little girl, Jasmina Anema. Jasmina is in desperate need of a bone marrow transplant. For her 6th birthday on Wednesday, Jasmina enjoyed pink cupcakes and received a Hello Kitty bicycle. But she was so "over the moon" when Grammy-winning singer Kelly Rowland sang "Happy Birthday" to her in her hospital room at NYU Medical Center. Jasmina told PEOPLE that "Kelly made me feel like a princess and she made me feel so special."

** According to Fashion Week Daily, Rebecca Taylor will launch a shoe and jewelry collection. She has partnered with two licensing groups: Peter Marcus Group for shoes and MJJ Brilliant for jewelry. Both collections were inspired by Taylor's ready-to-wear collection and her continuous inspiration from European flea markets and free spirited travelers. The footwear will include leather boot and sandals with prices ranging from $300-$400 at retail. The jewelry collection will consist of whimsical designs in materials such as 18K vermeil and a new signature sequin group. The jewelry line prices will range from $150-$500 retail. Both collections will be available at Rebecca Taylor the boutique, select department stores, and contemporary websites nationwide.

** Brad Pitt to meet with Speaker of the House Nancy Pelosi to discuss Make It Right, a project launched in 2007 to construct affordable and environmentally-sustainable housing for low-income residents of the Lower Ninth Ward in New Orleans who lost their homes as a result of Hurricane Katrina. Pitt and Pelosi are slated to kick off their meeting at 3:30 p.m., after posing for photos for the press in the Capitol Building. (CNN)

** eBay is adding to its image as being a green company. Alan Marks, senior vice president for global communications at eBay says that its business model encourages reselling old items rather than throwing them out, and buying used merchandise rather than making new stuff reduces carbon emissions that go along with production. “We never set out to be a green business,” Mr. Marks said. “We realized it’s intrinsic.” To promote its green credentials eBay will team with Hearst to run ads Cosmopolitan, Good Housekeeping and Esquire.

EBay is rather late to the game in making claims about its environmentalism. Large corporations like General Electric and BP have run advertisements for years promoting their environmental efforts, for instance. “Over the last couple of years, protecting the environment has become as American as apple pie and Derek Jeter,” said Michael Brune, the executive director of the activist group Rainforest Action Network. “Every company wants to at least be seen as being friendly to the environment.”

Mr. Brune said he had mixed feelings about eBay’s claim for its green business model. “A lot of the things sold on eBay are new merchandise, and last time I checked the Postal Service still used fossil fuels for all of their planes and their trucks, so it’s not sustainable,” he said, referring to how eBay sellers ship items. “It’s fair to say that buying used goods on eBay is better for the environment, but let’s not get carried away and say this is the greenest thing since recycled paper.” (New York Times)

Style and Focus News Bites

** Ashley Judd Protest Against Gov. Sarah Palin for Promoting Aerial Killing of Wolves. According to The Huffington Post (huffingtonpost.com), Ashley Judd stars in a new campaign targeted at Sarah Palin's alleged "anti-conservation agenda" and her promotion of the killing of wolves and bears in Alaska.

The group that Judd is working with is the Defenders Action Fund which have a new Website, EyeonPalin.org. In a video, Judd condemns Palin for promoting the aerial killing of wolves and even accuses her of suggesting $150 bounties for the severed forelegs of killed wolves. "Now back in Alaska, Palin is again casting aside science and championing the slaughter of wildlife," Judds recites somberly. "Palin even proposed a $150 bounty for the severed foreleg of each killed wolf. And now she is encouraging even more aerial killing. it is time to stop Sarah Palin and stop this senseless savagery."

** As Hotels Struggle for Business, Some Guests Find an Upside to the Struggling Economy. The upside for many guests are: bargain rates, less-crowded hotels and rooms available at the last minute at most popular hotels. Many also are enjoying improved service and special treatment, such as free upgrades to suites or club floors, as hotels roll out the red carpet to try to attract and hold on to customers. However, despite the good fortune of guests, many hotels have laid off workers or decreased their work hours resulting in guests having to wait longer to check in and out, have rooms made up and have cars returned by the valets. Luxury hotels are feeling the biggest decline in service, many travelers who used to stay at luxury hotels "are trading down," staying at less-expensive ones, says Will Marks, an industry analyst for JMP Securities. (USA Today)

** Emma Watson (The Tale of Despereaux and Harry Potter), has decorated and signed a Blue Peter plate for the Blue Peter's Mission Nutrition Appeal. The plate is currently being auction on Ebay (click here for link). The goal of the appeal is to provide meals to over 2 million children worldwide.

** In celebration of Black History Month, Payless ShoeSource Has Launched the Payless Inspiring Possibilities Scholarship Program for Minority Youth. Through the new program, Payless is selling a limited-edition I Believe necklace for only $4 (click picture for better view) in more than 800 stores nationwide and Payless.com, while supplies last, and will donate 100 percent of the net profits of necklace sales, with a minimum donation of $35,000, to a newly developed scholarship program established with the National Urban League (NUL). This is the first-ever retail partnership for the NUL. Payless said it expects the NUL to distribute a minimum of a dozen $2,500 scholarships to African American and other minority youth through its signature program, Project Ready.

"Youth and education are critical to the future of our nation," said LuAnn Via, president and CEO of Payless. "Our efforts this February are focused on supporting African American and other minority youth with our Payless Inspiring Possibilities Scholarship program. The unique, limited-edition I Believe necklace is available for only $4 -- a price point accessible to so many. Together, we are truly celebrating Black History Month with this fun, fashionable and affordable item and benefiting youth in the process -- providing strong opportunities for higher education and financial support to help make academic dreams come true." For more information on the I Believe necklace or the Payless Inspiring Possibilities Scholarship program, please visit http://www.payless.com/bhm. (Press Release)

** Angelina Jolie plea for more freedom to thousands of Burmese refugees that have been locked inside camps for up to 20 years in Thailand. After Jolie's visit to Thailand's Ban Mai Nai Soi refugee center, asked the Thailand government to give approximately 110,000 refugees in the northern part of the country freedom to move around and seek higher education. "I was saddened to meet a 21-year-old woman who was born in a refugee camp, who has never even been out of the camp and is now raising her own child in a camp," Jolie said in a statement. (People magazine)

Gisele Bundchen is (RED) Hot for ELLE magazine

The February issue of ELLE magazine (currently on newsstands) features the lovely Gisele Bündchen on over 30 covers (which is a publishing first). Inside the magazine will show Scarlett Johansson and Bono working to fight AIDS in Africa for (RED). Below are a few quotes from Scarlett Johansson and Bono from ELLE magazine:

On the cover Gisele is clothed in (PRODUCT) RED gear. Inside, Scarlett Johansson shares private details and photos of her travels to Rwanda in a personal essay and (RED) Founder and U2 Front man, Bono publishes a very personal letter.

Quotes from Scarlett Johansson from her personal essay on her Rwanda Travels

Scarlett on AIDS tests:

“When I admitted that I’d taken two HIV tests, everyone was completely horrified, the implication being that I was leading this wild lifestyle,” says Scarlett Johansson, whose decision to join Bono in the (RED) initiative was a “no brainer.” “I was only being responsible.”

On (RED):

When you purchase (PRODUCT) RED items – from partners including Apple, Armani, Converse and the Gap – up to 50 percent of profits go directly to fighting HIV/AIDS in Africa. Forty cents a day translates to the two antiretroviral pills needed to survive.

“If that can be achieved by buying a couple of pairs of Converse, it’s worth a shot.”

Quotes from Bono from his Letter

Bono on Women:

“I don’t believe in biological destiny. I think women care more because women bear more of the burden.”

On Fashion and Philanthropy:

“Which brings me, improbably, to shopping. Not everybody is able to march to the barricades – not everybody owns a pair of proper military boots – but there’s something you can do even in Manolos.”

On AIDS in Africa:

“Six years ago, I was traveling across Africa. AIDS at that time and place was a death sentence… the rest of the world made sympathetic noises – but did little more than that. Our Science and technology, it turned out, were more advanced than our conscience…we lacked the resolve.”

News Bites: Spider-Man, Charities, and more

** Coming to a Comic Bookstore Near You. Spider-Man Saves the Day!!!. In the upcoming Spider-Man comic, Peter Parker goes up against one of his rogue gallery who is attempting to thwart the swearing in ceremony of the 44th President of the United States, Barack Obama. According to Marvel, the comic will be written by Zeb Wells with artwork by Todd Nauck and Frank D'Armata.

Marvel's Editor-in-Chief Joe Quesada said, "when we heard that President-Elect Obama is a collector of Spider-Man comics, we knew that these two historic figures had to meet in our comics' Marvel Universe," says . "Historic moments such as this one can be reflected in our comics because the Marvel Universe is set in the real world. A Spider-Man fan moving into the Oval Office is an event that must be commemorated in the pages of Amazing Spider-Man." The much anticipated AMAZING SPIDER-MAN #583 will be hitting comic book shelves nationwide January 14th. (Marvel News)

** Macy's to Close 11 Stores. The Cincinnati company said it will close 11 underperforming stores in nine states, which will affect 960 employees. "The decision to close stores is difficult, and often occurs when the market changes, new competing shopping centers are opened nearby to existing older ones, or when customers change shopping habits. In the store closing process, we are committed to treating affected associates with respect and openness," Chief Executive Officer Terry Lundgren said in a press release. For the list of closing stores click here. (MSN)

** According to Fashion Week Daily, New York magazine's biannual spin-off New York Look will not be publishing a Spring 2009 issue, and a Fall edition doesn't appear likely. The content featured in the publication, is devoted to coverage of runway shows in New York, Paris and Milan. Instead the issue will be folded into New York magazine's Fall Fashion issue.

** Actress Alyssa Milano is engaged to Hollywood agent David Bugliari. Bugliari proposed just before Christmas, according to Us magazine. The pair has been dating for more than a year.

** Financial Crisis Snuffs Out Perfume Retailer. Perfume retailer Passion for Perfume went into administration this week after the company directors failed to find a buyer for the struggling business. Administrators at Deloitte said the company made 185 redundancies across its 45 stores on New Year’s Eve and let go of 9 employees at its head office in Manchester.

Passion for Perfume was established in 2004 and sold perfume online and through its network of shops in the UK. In recent times, the company fell into financial difficulties that it blamed on ‘challenging trading conditions and reduced consumer demand’. The fragrance market has been stagnant for a while, growing barely above zero in Europe since 2002, according to figures from market researchers Euromonitor. The failure of Passion for Perfume follows the demise of a number of other leading retailers in the UK. Woolworths, Adams and Zavvi are among those to be placed in administration in recent weeks. (Cosmetics Design)

** TNT has picked up Jada Pinkett Smith's new medical drama "Time Heals," with a 10-episode order. The series is produced by and stars Pinkett Smith. The show also features David Julian Hirsh (TBS' "Lovebites"), Laura Kenly, Christina Moore ("90210") and Suleka Mathew ("Men in Trees"). (Black Entertainment News)

** Princes William and Harry are working together to raise charitable funds for schools in Uganda for the Henry Van Straubenzee Memorial Fund. It was named after a young man who died in a car crash in 2002 and whose family is very close to the House of Windsor. Henry was a classmate at the Ludgrove prep school with Prince Harry while William is friends with Henry's older brother Tom.

The charity helps the school where Henry van Straubenzee was planning to work during a year off before university. Thanks to efforts by the princes and other friends, the organization has expanded to assist 11 schools in the African nation. On Jan. 8, the princes will attend a reception to officially launch the charity and mark their patronage. The occasion marks another milestone in the princes' working lives, coming just days after they announced the formal start of their new office, complete with "cyphers," or logos. (People magazine)

Jennifer Aniston Helps Fight Childhood Cancer With St. Jude Children's Research Hospital

A friend and supporter of St. Jude Children’s Research Hospital for years, actress Jennifer Aniston joins the fight against childhood cancer once again in a national television spot filmed with six-year-old St. Jude patient, Ellie. Raising awareness for the hospital’s 5th annual Thanks and Giving campaign since its inception, Jennifer asks consumers to “Give thanks for the healthy kids in your life, and give to those who are not.”

Along with celebrities including Robin Williams, Jason Taylor, and Antonio Banderas, Jennifer pledges her support to St. Jude’s national fundraising and awareness campaign, Thanks and Giving. In addition to celebrities, fashion designers have also joined forces with St. Jude by creating specialty merchandise which donates 100 percent of profits, after all related expenses, to research and treatment at St. Jude.

Below, Jennifer poses in a ¾ length sleeve DKNY “Give Thanks” T-shirt ($18.00 sale, Reg $24.00), a part of a great selection of apparel and accessories featured in this year’s Thanks and Giving campaign. Additional products include items from Kate Spade, Juicy Couture, Lucky Brand, and Liz Claiborne. All products can be purchased online at www.stjude.org or by calling 1-800-4STJUDE.



About St. Jude Children's Research Hospital:

*St. Jude Children's Research Hospital is the nation's leading pediatric research and treatment center devoted solely to children with cancer and other catastrophic diseases.

*No child is ever turned away because of a family's inability to pay. We cover all costs for treatment, travel, food and lodging for patients and one family member.

*The funds raised by the campaign impact the lives of children in communities across the country.


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Shaquanna Twitty
Rubenstein Communications, Inc

Cold Comfort: Food Banks and Homeless Shelters in Need of Donations

With the nights becoming cold and freezing, homeless shelters are starting to fill up but many shelters and food banks are in a real need of donations. From blankets to food they are in need of assistance. The economy being what it is, many charitable organizations are taking a hit.

The higher food costs are resulting in lower donations and supplies for many food banks. If you are unable to make any monetary donations there are other ways to help. You can organize a small collecting project with family or friends by collecting a box or two of non-perishable items and donate them to your local food bank. It doesn't have to require a lot of your time just go through your kitchen and find a few items that could help. Since, many homeless shelters are in need of warm blankets, you can donate a few older blankets or purchase a few fleece blankets to donate. You can also inquire if they are in need of clothing as well. If so you can donate some of your old (gently used and clean) clothing to the shelters.

Every little bit can help to make a difference.

As Thanksgiving approaches it's a great way to help others and to feel thankful.

Payless ShoeSource to Give $1 Million in Shoes This Holiday Season Through Its New "Payless Gives Shoes 4 Kids" Program

Now More Than Ever, It's Time to Help Families with Children in Need; Payless Calls on Non-Profit Organizations Nationwide to Participate in a Grass Roots Effort Aimed at Delivering More Than 65,000 Pairs of Shoes

Topeka, Kan., Nov. 11 -- Leading family footwear retailer, Payless ShoeSource, is launching a first-of-its-kind national, grass roots shoe-gifting campaign, the Payless Gives Shoes 4 Kids program, aimed at delivering $1 million of shoes -- more than 65,000 pairs -- to American families of children in need through a partnership network of local non-profit organizations across the nation.

Payless is giving more than 65,000 $15 gift coupons redeemable through Jan. 31, 2009, towards a pair of shoes at any of the nearly 4,000 stores across America (excluding Shopko).

"With the economic challenges in America today, the underprivileged are hurt more than any other group. Now more than ever, it's important to step up and help out," said Matthew E. Rubel, Chairman and CEO of Collective Brands, Inc., which owns Payless ShoeSource. "Footwear is a basic need that many of us take for granted. Yet a significant portion of children across America need shoes.

"A great pair of shoes can lift spirits, bolster self confidence and bring a huge smile to a child's face. We are happy to help families across America with the Payless Gives Shoes 4 Kids program this holiday season."

Payless said that the impetus to the nationwide shoe-gifting program included the significant need for children's shoes across the United States and today's economic crisis. In a tough economy, individual and corporate giving to charitable organizations tends to slow down at a time when they need the support the most. Smaller nonprofit agencies that provide direct support are often, in general, under-supported as well.

Payless took a grass roots approach to ensure direct, diverse and immediate nationwide coverage in delivering the shoe gifts.

"Holidays can be stressful enough, but in today's economy with rising unemployment, high gas and food prices, we want to take one thing off parents' plates and alleviate this basic need for thousands of families this holiday season," Rubel said.

A Call to Non-Profits Nationwide

Non-profit organizations interested in participating can apply at http://www.paylessgives.com by completing a short online application. Selection criteria for non-profit participation includes IRC 501(c)(3) status, as well as direct access to underprivileged children in local communities during December. The application process for non-profit partners of the Payless Gives Shoes 4 Kids program starts today and ends Nov. 21. Selected partners will be notified and the shoe gift coupons will be distributed in various quantities to the partners based on the number of constituents they serve.

Payless will select as many well-suited non-profits as possible to serve as its partners in the significant grass roots shoe-gifting effort. In early December the company expects to announce all of its selected partners with an aim of blanketing the nation in both urban cities with dense populations, as well as rural regions of the United States.

Greater Horizons of Kansas City will serve as the independent third-party to manage the selection process based on Payless' core selection criteria. Greater Horizons, also a non-profit, is focused on helping donors connect with local and national charitable causes nationwide.

"Our mantra is 'when the causes you care about reach far and wide' and that fits very well with this new Payless program," said Brenda Chumley, executive director of Greater Horizons. "We are thrilled to assist in connecting Payless to the non-profit organizations that make most sense given the goals of the program -- to get a free pair of shoes into the hands of underprivileged children across America this holiday season."

About Payless:
Payless ShoeSource, Inc., a unit of Collective Brands, Inc., is the largest specialty family footwear retailer in the Western Hemisphere and is dedicated to democratizing fashion and design in footwear and accessories and inspiring fun, fashion possibilities for the family at a great value. As of the end of second quarter 2008, the company operated more than 4,500 stores. In addition, customers can buy shoes over the Internet at http://www.payless.com.

About Collective Brands, Inc.:
Collective Brands, Inc. (NYSE: PSS) is a leader in bringing compelling lifestyle, fashion and performance brands for footwear and related accessories to consumers worldwide. The company operates three strategic units covering a powerful brand portfolio, as well as multiple price points and selling channels including retail, wholesale, ecommerce and licensing. Collective Brands, Inc. includes Payless ShoeSource, focused on democratizing fashion and design in footwear and accessories through its more than 4,500-store retail chain, with its brands American Eagle, Airwalk, Dexter, Champion and designer collections Abaete for Payless, Lela Rose for Payless and alice + olivia for Payless, among others; Stride Rite, focused on lifestyle and athletic branded footwear and high-quality children's footwear sold primarily through wholesaling, with its brands including Stride Rite, Keds, Sperry Top-Sider, Robeez, and Saucony, among others; and Collective Licensing International, the brand development, management and global licensing unit,
with such youth lifestyle brands as Airwalk, Vision Street Wear, Sims, Lamar and LTD, World Snowboarding Championships, Sugarboards, Carve, genetic, Dukes, Rage, Ultra-Wheels, and Skate Attack brands. Information about, and links for shopping on, each of the Collective Brand's units can be found at http://www.collectivebrands.com.

About Greater Horizons:
Greater Horizons helps donors across the entire Kansas and Missouri region connect with local and national charitable causes and encourages donors, no matter where they live, to reconnect with causes in their hometown.

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David's Bridal Partners with Starlight Children's Foundation to Auction Dresses from "High School Musical 3"

Charity Auction Allows Prom Girls to Own an Exclusive Piece of HSM History, While Supporting an Important Cause

Conshohocken, Pa., Nov. 3 -- As Walt Disney Pictures' "High School Musical 3: Senior Year" hits the big screen, David's Bridal -- the nation's leading special occasion retailer -- is joining forces with Starlight Children's Foundation -- a nonprofit organization dedicated to helping seriously ill children -- to launch a ten-day charitable auction of David's Bridal prom dresses used in the making of "High School Musical 3: Senior Year." With dozens of hot looks from the set of the Wildcat's unforgettable prom, fans can bid on fashionable styles from their favorite flick now through Monday, November 10th at 7:15 p.m. PST / 10:15 p.m. EST. The glamorous gowns will be auctioned off for charity on eBay at http://www.ebay.com/davidsbridalHSM3, with all proceeds benefiting Starlight Children's Foundation.

"Working with Disney on 'High School Musical 3: Senior Year' was a natural fit for us, as prom is the biggest fashion moment for teens and nobody can offer a wider selection of on-trend dresses for the occasion than David's Bridal," said Robert Huth, CEO of David's Bridal. "We were thrilled to provide dresses for the film, but even more honored to auction them off to help children in need and the Starlight Children's Foundation ... all while making prom dreams come true."

For high school students, it's never too early to begin thinking about what to wear to this once-in-a-lifetime event. During the exciting charity auction, shoppers can show off their smart and stylish shopping skills by bidding online for the ultimate in HSM3 memorabilia. Now, teens can ensure they stand out in style on prom night by donning their winning, celebrity-inspired style that may have danced its way down the halls of East High School.

"The David's Bridal charity auction is the perfect way for fans to celebrate 'High School Musical 3' and give something back to other kids who are facing difficult times," said Starlight Children's Foundation CEO Paula Van Ness. "Winning bidders will be rewarded with not only their own piece of movie history, but also with the knowledge that they are helping Starlight brighten the lives of children who are facing chronic and life-threatening illnesses and life-altering injuries. It provides a valuable lesson about philanthropy that I'm sure parents and teens alike
will appreciate. We are grateful to Disney and David Bridal for putting together this charity auction to support our efforts to help seriously ill children and their families cope."

Now through November 10th, fans can unleash their Wildcat spirit and show their support for Starlight by bidding on their favorite David's Bridal prom dress. All dresses come with a certificate of authenticity from Disney. It's clearly never been easier to be both chic and charitable! For additional information on David's Bridal prom dresses, log onto http://www.davidsprom.com.


About David's Bridal:

With more than 50 years of experience, David's Bridal understands the importance of providing teens and brides-to-be with a vast selection of exquisitely crafted dresses, available at affordable prices. Today, with more than 290 locations nationwide, David's Bridal continues to expand its retail store locations, while maintaining its philosophy of superior quality, value and service. To locate a store nearby, consumers can call 1.877.706.PROM or visit http://www.davidsprom.com.

About "High School Musical 3: Senior Year":

Disney's "High School Musical" phenomenon leaps onto the big screen in HIGH SCHOOL MUSICAL 3: SENIOR YEAR, in which America's favorite high school students (Zac Efron, Vanessa Hudgens, Ashley Tisdale, Lucas Grabeel, Corbin Bleu and Monique Coleman) hit senior year. Amidst a basketball championship, prom and a big spring musical featuring all of the Wildcats, Troy and Gabriella vow to make every moment last as their lifelong college dreams put the future of their relationship in question. A crew of sophomore Wildcats (Matt Prokop, Justin Martin and Jemma McKenzie-Brown) joins in the fun as the film's incredible new music and exciting dance numbers take maximum advantage of the big screen. Directed by Kenny Ortega from a screenplay written by Peter Barsocchini, the film opened in theaters Oct. 24.


About Starlight Children's Foundation:

When a child or teenager has a serious medical condition, everyone in the family is affected. For 25 years, Starlight Starbright Children's Foundation has been dedicated to helping seriously ill children and their families cope with their pain, fear and isolation through entertainment, education and family activities. Starlight's programs have been proven to distract children from their pain, help them better understand and manage their illnesses, and connect families facing similar challenges so that no one feels alone. Through a network of chapters and offices, Starlight provides ongoing support to children, parents and siblings in all U.S. states and Canadian provinces with an array of outpatient, hospital-based and Web offerings. Programs are also delivered internationally through affiliates in Australia, Japan and the United Kingdom. To learn more about Starlight visit http://www.starlight.org or to view other auctions benefiting Starlight, visit our eBay store at http://www.ebay.com/starlight.