NEW YORK--(BUSINESS WIRE)--Revlon (NYSE: REV) announced today the launch of its first-ever public service announcement campaign. Created in collaboration with the Entertainment Industry Foundation (EIF), the PSA features broadcast and print executions focused on the message: “Your Lips Can Save Lives,” encouraging women to talk about cancer and the importance of early detection. The campaign stars Revlon Global Brand Ambassadors Halle Berry and Emma Stone, along with Stone’s mother, Krista Stone, who is a triple negative breast cancer survivor.
“Revlon is an iconic brand that has always stood for confidence and the empowerment of women. As we mark our 80th anniversary, it is important to bring attention to the real issues women face and to lead the conversation in generating awareness to combat cancer,” said Revlon Global Chief Marketing Officer Julia Goldin. “Philanthropy is a cornerstone of our heritage. We are proud to launch this campaign, which not only celebrates beauty, but also depicts the power each of us has to make a positive impact on the lives of others.”
Directed by Darren Aronofsky, the broadcast public service announcement (PSA), “The Power of Lips,” features Revlon Global Brand Ambassadors Halle Berry and Emma Stone together, on screen for the first time. Set in a simple studio, opening with Berry and Stone’s lips, the piece features the women speaking straight to the camera about the importance of talking to loved ones about cancer and spreading the message about screening, since early detection can greatly increase chances of survival. The broadcast PSA will begin airing nationwide the week of September 17.
“We came together to spread a message,” said Berry. “We sort of did a play on how we can use our lips, while wearing lipstick, to laugh, to flirt and to spread the word about cancer and encourage other women to do the same. I hope that our message will be well received, because early detection is really one of the best ways to fight cancer.”
“Basically we’re saying that lips can save lives, because we can talk to the women that we love about getting screened today,” said Stone. “The best part about being a part of Revlon is all that they have done for breast cancer awareness and research.”
In addition to the broadcast PSA, the print execution features a stunning black and white photo of Stone and her mother Krista embracing. Shot by Steven Klein, the print PSA will begin running in the October and November issues of national women’s magazines and regional publications.
Like all Revlon Global Brand Ambassadors, Stone and Berry have been active supporters of Revlon’s philanthropic efforts. This past May, Stone and her mother walked together during the 15th annual EIF Revlon Run/Walk for Women in New York, while Berry co-hosted the Los Angeles event.
“EIF is thrilled to be collaborating with Revlon on this public service announcement campaign. We are truly grateful to Revlon for all of its support over the years in raising critical funds for research and education programs. We hope this PSA will encourage women to spread the word to get involved in our fight against women’s cancers and help save lives,” said EIF President and CEO Lisa Paulsen.
Since 1990, Revlon has championed women’s health by devoting financial and employee resources to help raise more than $75 million in support of medical research programs, physician training, clinical care, education and awareness of women’s cancers. Funds raised have contributed to scientific research to combat women’s cancer, including the creation of the breakthrough breast cancer drug, Herceptin. For more information on the current campaign and Revlon’s philanthropic endeavors, please visit the newly launched website, www.RevlonCares.com. September is National Ovarian Cancer Awareness Month and October is National Breast Cancer Awareness month.
About Revlon Cares: Since 1990, Revlon has raised more than $75 million to fund research, treatment and awareness programs to combat women’s cancers. Revlon has been an active supporter of numerous public service programs over the years. Our philanthropic efforts have focused primarily on women’s health issues, with a particular emphasis on research, advocacy and treatment of breast and ovarian cancer. This has included seminal funding of the Revlon / UCLA Women’s Cancer Research Program; funding the Revlon Run/Walk in Los Angeles since 1993, and the Revlon Run/Walk in New York since 1997.
About the Entertainment Industry Foundation: The Entertainment Industry Foundation, as a leading charitable organization of the entertainment industry, has distributed hundreds of millions of dollars to support charitable initiatives addressing critical health, education and social issues. For more information, visit www.eifoundation.org.
About the EIF Revlon Run/Walk: Created in 1994 by the Entertainment Industry Foundation, Lilly Tartikoff and Ronald O. Perelman, the EIF Revlon Run/Walk For Women has grown to become one of the nation's largest 5K fundraising events. The Run/Walk is one of several fundraising components under the umbrella of EIF’s Women’s Cancer Programs, which raise awareness about the importance of early detection of breast and reproductive cancers, provide funds to advance research on treatment and early detection methods, and support community programs that assist the millions of women and their families at risk of cancer or affected by it.
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