Sanofi corrals stars for cancer awareness effort

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Sanofi-Aventis is partnering with four major cancer patient groups and Wachovia to produce a star-studded series of events aimed at raising awareness of women's cancers.

The two-year campaign debuted Oct. 14th with “Frosted Pink,” presented by Sanofi-Aventis and Wachovia, a TV special featuring celebrities like Sharon Osbourne and Natalie Cole and musicians including Heart, Rascal Flatts, Kenneth “Babyface” Edmonds, Anastacia and Joss Stone along with figure skaters like Peggy Fleming, Oksana Baiul and Sasha Cohen. The figure skating community has been hard hit by breast cancer and other women's cancers, a spokeswoman for the campaign said, and the stars all have a personal connection.

The TV event, appearing on ESPN and ABC, is intended to drive viewers to the Web site, frostedpink.org. The organizers hope to see a community develop on the site, whose sponsors also include Merck Oncology and Bristol Myers-Squibb, along with a host of retailers, media properties and packaged goods brands. Next year's “Pink with a twist” event will focus on gymnasts. The events were conceived by Edge Entertainment.

The campaign brings together an unusual constellation of advocacy groups: The National Breast Cancer Coalition, The National Coalition for Cancer Survivorship, The Gynecologic Cancer Foundation and the Ovarian Cancer National Alliance.

Sanofi-Aventis products include Taxotere, indicated for the treatment of breast cancer.

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Dan Chichester, chief creative officer, LLNS