(Sioux Falls, SD) – The Edith Sanford Breast Cancer Foundation is taking a major step to mobilize support for its bold new approach to eradicate breast cancer.
Edith Sanford will engage a broad audience through a national Direct Response Television (DRTV) campaign. DRTV is a largely unexplored fundraising strategy for breast cancer research, and it has the added benefit of raising awareness about the importance of research in saving lives.
“The television spot is a creative way to tell our story and show why we are so driven to find the cures,” said Kimberly Simpson, president of the Edith Sanford Breast Cancer Foundation. “Most importantly, the Foundation has the distinctive ability to invest 100 percent of every dollar we raise directly into our genomics research initiative to accelerate progress against breast cancer.”
The campaign began airing on March 17 and features breast cancer patients and survivors emphasizing the lifesaving importance of research, and their urgent desire for a healthier, breast cancer-free future for themselves, their children and grandchildren. Also prominent in the spots is South Dakota native Mary Hart, the former Entertainment Tonight anchor, who serves as national spokesperson for the Foundation. Hart’s grandmother lost her life to breast cancer and her mother is a survivor.
“We are so grateful to Mary for putting her name behind this cause and to each of the exceptional women who were willing to share their experiences with us,” said Simpson. “Their stories, and the stories of thousands of women like them, remind us of the urgency behind Edith Sanford’s quest to end breast cancer.”
The research funded by the Edith Sanford Breast Cancer Foundation is leading the way toward a new standard of care that integrates genomics into patient care—using each patient’s unique genetic profile to deliver meaningful treatment options.
About the Edith Sanford Breast Cancer Foundation
The Edith Sanford Breast Cancer Foundation is pioneering a bold new comprehensive approach to breast cancer, with a mission to unlock each woman’s genetic code, advance today’s prevention and treatment, and end breast cancer for future generations.
About Sanford Health
Sanford Health is the patient care and research partner of the Edith Sanford Breast Cancer Foundation. It is the largest rural, nonprofit health care system in the nation with locations in 126 communities, in eight states.