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SELF ANNOUNCES NATIONAL BREAST CANCER AWARENESS CAMPAIGN 'ACTIVIST' MAGAZINE TEAMS WITH ESTEE LAUDER TO DISTRIBUTE PINK RIBBONS

 SELF ANNOUNCES NATIONAL BREAST CANCER AWARENESS CAMPAIGN 'ACTIVIST' MAGAZINE TEAMS WITH ESTEE LAUDER TO DISTRIBUTE PINK RIBBONS
 NEW YORK, Sept. 13 /PRNewswire/ -- Seeking to galvanize public awareness and governmental action concerning breast cancer treatment and detection, Self magazine is launching a program to encourage hundreds of thousands of Americans to wear a pink ribbon during October, Breast Cancer Awareness Month.
 Alexandra Penney, Self's Editor in Chief, said, "Breast cancer remains a devastating disease and it is imperative that we not be complacent. Like the red ribbon which so dramatically reminds us of AIDS, the pink ribbon will testify to the importance of both individual and governmental action in fighting breast cancer, a disease that killed 45,500 people last year."
 Ms. Penney announced that Self will be joined by the Estee Lauder Company in making 700,000 ribbons available at no cost to Self's readers and at Lauder cosmetics counters at over 2000 retail locations nationwide later this months.
 In requesting the ribbon, individuals will also be given the opportunity to sign a letter to President Bush and the Members of Congress that reads, "I pledge my support for continued diligence in the battle against breast cancer." Ms. Penney said that she would personally deliver the letters to the White House and the Capitol in late October.
 "We want our leaders in Washington to understand that the fight against breast cancer is far from over. We want them to understand that accelerated research is important as is a health care policy that allows all women to have regular mammograms and access to appropriate treatment."
 She urged those who are unable to contact Self or visit a Lauder counter to create their own simple ribbons.
 To symbolize the commitment of the magazine to the project, a pink ribbon will appear on the October cover, "draped" on the Self logo. The October issue will include the magazine's annual breast cancer report.
 "At Self, we believe we can empower our readers by providing them with information and by taking action on their behalf," the editor stated.
 Over the past few months, the magazine has taken on a more activist role in a variety of environmental and women's health issues.
 In June, the magazine collected nearly 50,000 signatures of the Earth Pledge, an environmental petition which Ms. Penney presented in person to the Secretary-General of the Earth Summit in Rio de Janeiro.
 Last October, 300,000 reprints were made of Self's extensive section on breast cancer and distributed by the American Cancer Society. Also in October, some 18,000 readers requested a water-proof breast self- examination card for use in the shower.
 -0- 9/13/92 R
 /CONTACT: Andrew P. Plesser of Andrew Plesser Associates, 212-319-8383, or home, 516-829-4607, for Self Magazine,/ CO: Self magazine ST: New York IN: PUB SU:


JP -- NYSU004 -- 8844 09/14/92 07:35 EDT
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Date:Sep 14, 1992
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