Jun302014

Perry Communications Group Puts Smiles on Lung Cancer Patients’ Faces by Painting Their Toes Purple

Posted by Kassy Perry

PCG honors patients with complimentary tickets to the Bonnie J. Addario Lung Cancer Foundation’s Pedicure Party Fundraiser

Purple ToesSacramento, Calif. (June 30, 2014)– Who knew painting your toes purple would put smiles on the faces of lung cancer patients?

Staff from Perry Communications Group (PCG), a strategic public relations and public affairs firm based in Sacramento, did just that on Thursday, June 26, as sponsors of the Bonnie J. Addario Lung Cancer Foundation’s (ALCF) Purple Toes Pedicure Party. Yadira Beas and Leia Ostermann each had their toes painted purple at the pedicure fundraiser and PCG also donated six tickets to lung cancer patients.

“Accepting a cancer diagnosis is difficult, and even more so when it’s lung cancer because of the lack of information, resources and support patients receive, despite it being the number one cancer killer in the U.S.,” said Kassy Perry, President and CEO of Perry Communications Group. “With this small act of kindness, we hope to help make their cancer journey a strong and hopeful one, as well as increase funding for lung cancer research.”

The pedicure party was a part of the Purple Toes Campaign, a lung cancer awareness campaign and fundraiser for the ALCF. The campaign launched in August 2013 when Valerie, an athletic, 53-years-young woman, who had never smoked, shockingly received a diagnosis of stage IV Non-Small Cell Lung Cancer. Valerie soon connected with Bonnie and the Foundation, who fast-tracked her care to U.C. Davis Medical Center where she began treatment.

One day as Valerie was having a pedicure, her husband Ralph came up with a creative and colorful way to keep her spirits up and make her smile. He painted his toenails with her favorite color: purple, which coincidently is the universal color of support for all cancers. Ralph invited others to paint their toes purple to raise awareness and funds for lung cancer research. The concept was quickly embraced by good friends, complete strangers, men, women, kids, entire families and pets. Photos of purple toes have poured in and are shared through the ALCF’s social media channels. Photos can be seen here.

Beas and Ostermann served as ambassadors at the pedicure fundraiser, meeting patients, listening to their cancer journeys and joining the campaign by having their toes painted.

“As public relations professionals, we are often busy responding to a crisis, fulfilling a last-minute client need or meeting a reporter deadline. So it’s nice when we get a chance to take part in the causes that we work so hard to promote. It feels great to help raise awareness about lung cancer, and to do it with heart and style,” said Beas, Account Executive at Perry Communications Group.

For more information about the Purple Toes Campaign, visit www.purpletoes.org.

About Perry Communications Group

Perry Communications Group (PCG) is an independent, full-service strategic communications firm specializing in public relations and public affairs. We work at the center of issues that matter and give new perspective to the issues and events making headlines today. As well as those that will in the future. We shape ideas, opinions, decisions and social change. The bottom line for us is always the same – we’re invested in the cause and our clients’ work. For more information, visit PCG at www.perrycom.com or call (916) 658-0144.

About the Bonnie J. Addario Lung Cancer Foundation

The Bonnie J. Addario Lung Cancer Foundation is one of the largest philanthropies (patient-founded, patient-focused, and patient-driven) devoted exclusively to eradicating Lung Cancer through research, education, early detection, genetic testing, drug discovery and patient-focused outcomes. The Foundation works with a diverse group of physicians, patients, organizations, industry partners, individuals, survivors, and their families to identify solutions and make timely and meaningful change. ALCF was established on March 1, 2006 as a 501c(3) non-profit organization and has raised more than $15 million for lung cancer research. To learn more, please visit www.lungcancerfoundation.org.

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