Targeted Media Campaign Offers Free Cancer Information and Services to Chinese and Hispanic/Latino Communities in California

Oakland, CA – April 22, 2008. In an extraordinary collaboration, two California based ethnic-media advertising agencies and the American Cancer Society, California Division, Inc., will launch a media campaign aimed at educating the state’s Chinese and Hispanic/Latinos about cancer and free Society programs and services available in their communities. The statewide effort includes public service announcements and print ads in Mandarin, Cantonese and Spanish that will run in ethnic media outlets throughout California. The ads were unveiled at a press conference held today at an American Cancer Society Research Forum On Cancer Disparities in Oakland.

“As the premier source of information about cancer prevention and treatment, the Society provides important education, programs and services that address the unique needs of the many cultures and communities which reflect the people of California,” said California Division, Inc. CEO David F. Veneziano. “With over 56% of our population comprised of minorities, this campaign is an important part of our mission to eliminate cancer as a major health problem for all Californians.”

The advertisements were developed by TEN Communications and Pochteca Media, both based in Los Angeles. The American Cancer Society served in an advisory capacity.

“It is our great pleasure to work with American Cancer Society to help launch an in-language media campaign in the Chinese market,” said TEN Communications President Karen Park. “This effort will not only generate awareness about the Society and its great services, but will also benefit medically underserved Chinese Americans in California. We hope more Chinese Americans will contact the Society for information and resources when dealing with cancer.”

The PSAs encourage Asian and Hispanic/Latino Americans to turn to the American Cancer Society for cancer-related information, education and services by calling the Society’s toll-free number, 1-800-ACS-2345 (1-800-227-2345) or visiting www.cancer.org .

“It is our distinct honor to partner with the American Cancer Society for this extremely important cancer awareness campaign targeting the Hispanic community,” said Pochteca Media CEO, Mario Cobián. “Together, we hope to inspire the Hispanic community to take action for themselves and their families.”

The Society will work with the agencies and several Asian and Spanish -language media organizations to place the PSAs.

“Nearly 50% of Californians will be diagnosed with cancer at some point in their lives. Although we have made great strides in our mission to eliminate cancer, there is significant disparity in detection and treatment among the medically underserved,” said the California Division’s Chief Mission Delivery Officer, Carolyn Bruzdzinski, Ph.D. “Our goal with this campaign is to reach out to these communities and to let them know that we are here to help with in-language information and services that support California’s diverse communities.”

In ongoing efforts to foster and grow relationships with minority and medically underserved communities, the American Cancer Society offers a host of programs and services such as:

• Information – Through the Society’s toll-free National Cancer Information Center (1-800-ACS-2345), callers who speak English, Spanish and other languages can obtain information about cancer prevention, early detection and treatment, and can be linked with community resources. The Society’s Web site (www.cancer.org) contains Spanish content and Asian language materials.

• Asian Tell A Friend® – Tell A Friend breast cancer program with a tailored component for Korean, Filipino, Vietnamese and Chinese women

• Aconseje a su Amiga® – Encourages Hispanic/Latina women to get a mammogram and a Pap test

• Look Good…Feel Better ® – Includes cosmetic offerings for women and is available in Spanish (Luzca Bien…Sientase Mejor)

• Relevo por La Vida – Works to place Relay For Life events in Hispanic/Latino communities

ABOUT THE AMERICAN CANCER SOCIETY
The American Cancer society is a nationwide community-based voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives and diminishing suffering from cancer through research, education, advocacy and service. With local offices in 106 communities, the California Division of the American Cancer Society reached 2.3 million Californians with cancer prevention and early detection messages last year. The American Cancer Society is the largest source of not-for-profit, non-governmental funding of cancer research in the US. For more information anytime, call toll free 1-800-ACS-2345 or visit www.cancer.org.

ABOUT TEN COMMUNICATIONS
TEN Communications, established in 2003, is an award-winning, full-service marketing communications agency with targeted efforts toward the growing Asian American population in the U.S. With expertise in integrated campaigns that include strategic planning and market research, advertising, public relations, interactive, events and more. Their team possesses language fluency and cultural expertise across all Asian segments including Chinese (Mandarin and Cantonese), Korean, Vietnamese, Asian-Indian, Filipino and Japanese. Clients include Bank of America, Kaiser Permanente, HELIO, California Department of Alcohol & Drug Program, Bristol-Myers Squibb, The Life Foundation, and Asian Business Association.

ABOUT POCHTECA MEDIA
Pochteca Media LLC, established in 1997, is an integrated multicultural communications agency. Under the leadership of CEO/Creative Director, Mario Cobian, Pochteca Media’s multi-discipline services include advertising, public relations, direct marketing, online, research, media planning/buying, event marketing, community/diversity outreach, public affairs, promotions and consulting services. Clients include IKEA, Tropicana Express, Latino Literacy Now/Edward James Olmos, Cox Communications, Las Vegas Convention & Visitors Authority, Latin Grammy’s and Nevada Hispanic Services, among others. For more information, visit: www.pochtecamedia.com

# # #