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Press Release

SHADE FOUNDATION OF AMERICA ENDORSES MAJOR LEAGUE BASEBALL’S EXPANDED INITIATIVE ON SKIN CANCER PREVENTION

Also see the article on MLB.com

(Scottsdale, AZ – June 21, 2005) SHADE Foundation of America has endorsed the expanded skin cancer awareness and prevention initiative of Major League Baseball. MLB and the American Academy of Dermatology have teamed up in 2005 for a seventh annual “Play Smart When It Comes To The Sun” program, to provide skin cancer screenings at ballparks for uniformed personnel and front office employees. This year’s program – which began on Melanoma Monday (the first Monday in May), will be expanded to generate additional public awareness and education about skin cancer.

After learning of Baseball Commissioner Bud Selig’s skin cancer diagnosis this winter, Shonda Schilling contacted MLB to encourage a higher level of visibility be brought to skin cancer prevention. The Commissioner asked Shonda to act as a consultant on the plans to expand the existing program and she accepted on behalf of the SHADE Foundation and herself personally.

“Saving lives is as simple as informing people about the dangers of the sun. The more we generate a buzz about the need to protect our skin, the more people will listen and act responsibly and the more lives we can help save,” said Shonda Schilling. “I applaud Major League Baseball for their efforts and hope other public names and organizations will follow their lead.”

Baseball’s expanded initiative includes a full page ad in USA Today on June 21st, the first day of summer. The ad will feature Los Angeles Dodgers’ pitcher Derek Lowe and the logos of the SHADE Foundation of America, the American Academy of Dermatology and The National Council On Skin Cancer Prevention. In addition, an informational piece on skin care and skin cancer prevention will be available at Customer Service booths at all 30 Major League parks and will be distributed at the John Hancock All-Star FanFest in Detroit during the July festivities. 10,000 of the more than 100,000 fans who are expected to visit John Hancock All-Star FanFest will also receive a refrigerator magnet, featuring the three (3) logos and the advice “Good Defense Is The Best Protection.” This year’s All-Star Game Program, published for the July 12th game at Detroit’s Comerica Park, will include an ad for sun-safety along with an article highlighting SHADE Foundation Founder, Shonda Schilling’s battle with malignant melanoma.

Shonda Schilling who is married to Boston Red Sox Pitcher Curt Schilling launched SHADE in 2002 after her public battle with melanoma. This is not her first involvement with the "Play It Smart When It Comes to The Sun" program. In 2002 & 2003, Shonda was the spokesperson for the program in Arizona on Melanoma Monday while her husband was playing for the Arizona Diamondbacks. SHADE has worked multiple programs with MLB teams. SHADE runs the annual SHADE Foundation SunWise Poster Competition receiving sunsafety posters from over 30,000 students. The Arizona Diamondback and the Boston Red Sox both sponsor the program. In addition, the Red Sox added SunWise Day at Fenway to their list of season promotions.

Statistics indicate one in five children will develop skin cancer in their lifetime. SHADE Foundation of America is a skin cancer awareness and prevention non-profit with 501C3 status. They encourage everyone to protect themselves and their loved one by using SPF 15 or higher sunscreen, wearing long sleeves, hats and sunglasses and avoiding the sun during prime hours of 10AM to 4PM. For more information you can log onto www.shadefoundation.org.
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Katie Leighton
Leighton Communications
610-513-6930 Cell