June 2, 2014 – The National Breast Cancer Foundation (NBCF) and retailer JCPenney received the 2014 Silver Halo Award for Best Transactional Campaign at the 12th Annual Cause Marketing Forum Conference in Chicago on May 29th. In recognition of Breast Cancer Awareness month, JCPenney teamed up with NBCF for its “Give Breast Cancer the Boot” promotion this past October. From Oct. 4-14, JCPenney donated $2 to NBCF for every pair of boots purchased in-store and online, helping to raise $250,000 for the organization. The promotion was supported by national print and radio ads, as well as a microsite, www.jcpbootsbc.com, where customers could learn more about the promotion and sign up for their free early detection plan at www.earlydetectionplan.org

“Partnering with JCPenney has been one of our greatest honors,” says NBCF Founder & CEO, Janelle Hail. “They exceeded our expectations, and thanks to their hard work during the ‘Give Breast Cancer The Boot’ promotion, NBCF will be able to provide thousands of free early detection services in all 50 states.”

“Breast cancer is an issue that touches nearly everyone – we all know someone who has been affected by this disease, which is why both our associates and our customers are so passionate about supporting Breast Cancer Awareness Month ” said Laura Sandall, vice president of publicity, partnerships and philanthropy at JCPenney. “By simply purchasing a pair of boots this fall, our customers were able to fund NBCF’s early detection, education and support services — critical initiatives in the fight against breast cancer.”

Now in their 12th year, the Cause Marketing Halo Awards are North America’s highest honor in the field of cause marketing, awarded by the Cause Marketing Forum, a company dedicated to providing business and nonprofit executives with the practical information and connections they need to succeed. Descriptions of all the Cause Marketing Halo Award winners can be found online at www.CauseMarketingForum.com/halo2014.

About the National Breast Cancer Foundation, Inc.:
Recognized as one of the leading breast cancer organizations in the world, the National Breast Cancer Foundation’s (NBCF) mission is to help women now by providing help and inspiring hope to those affected by breast cancer through early detection, education and support services. A recipient of Charity Navigator’s highest 4-star rating for ten years, NBCF provides women Help for Today…Hope for Tomorrow® through its National Mammography Program, Beyond The Shock®, Early Detection Plan, MyNBCF online support community and breast cancer research programs. For more information, please visit www.nbcf.org.

About JCPenney:
J. C. Penney Company, Inc. (NYSE: JCP), one of the nation’s largest apparel and home furnishing retailers, is dedicated to fitting the diversity of America with unparalleled style, quality and value. Across approximately 1,100 stores and at jcpenney.com, customers will discover a broad assortment of national, private and exclusive brands to fit all shapes, sizes, colors and wallets. For more information, please visit jcpenney.com.

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