Breast Cancer Awareness Campaign Was in the Jeans

Casual day in the workplace can be a weekly or monthly luxury, but for the Lee Apparel Company and its agency Barkley & Evergreen Public Relations (BEPR), the ritual was used as the cause marketing hook for Lee's breast cancer research effort. Now in its second year, "Lee National Denim Day" successfully infiltrated corporate America, motivating more than 850,000 employees, constituting more than 9,000 employers, to take a serious stand on breast cancer while wearing their most comfortable jeans on October 10, 1997. So far, the campaign has exceeded its $2 million goal, raising more than $3.2 million ( a 50% leap from last year).