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 debuts Oct. 14 with “Frosted Pink, presented by Sanofi-Aventis and Wachovia,” a TV special featuring celebrities like Sharon Osbourne and William Baldwin 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 each of the show's stars has a personal connection to women's cancers.
The TV event, appearing on ESPN and ABC, is intended to drive viewers to the Web site, frostedpink.org. 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, including Shawn Johnson. The events were conceived by Edge Entertainment.
The campaign brings together an unusual constellation of patient advocacy groups, including 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 breast cancer in both early and metastatic phases.