SINGAPORE, 7 OCTOBER, 2011 : The Children’s Cancer Foundation (CCF) is the first beneficiary of “Purple Hope”, a community initiative to raise funds and increase awareness of childhood cancer.
This project will run from 10 – 14 October, initiated by the premier digital media company – Yahoo!, and the dedicated micro site will feature articles and interviews with children and families affected by cancer. Through the sponsored CCF micro site, viewers will be able to make a financial donation directly to the charity and be eligible for 2.5 times tax exemption. At the same time they can support the personal fund-raising pledges made by the Yahoo! staff in support of the cause.
The CCF, which was founded in 1992 with a mission to improve the quality of life for children suffering from cancer and their families, was chosen for this first “Purple Hope” initiative after one of the Yahoo! staff made a personal pledge during the Hair for Hope campaign earlier in the year. Lorna Tan, Finance Director at Yahoo! Singapore is already one of CCF’s highest personal contributors and it was a show of team support to further her lead and adopt CCF as the first project partner for the Yahoo! “Purple Hope” program.
Ms Chee Wai Yee, the Executive Director for CCF who was present at the inaugural event said she was thrilled that CCF was chosen as the first beneficiary for “Purple Hope” and acknowledged the 12 shavees who were supporting the cause through the symbolic gesture of shaving their hair. “We need more support and encouragement from everyone, to raise awareness about our cause and provide moral support to children and their families while they are undergoing cancer treatment. We hope while learning more on the news site, the Singapore community will also come forward donate generously.”
Ms Yvonne Chang, Managing Director of Yahoo! Southeast Asia, said, “We have a history of social engagement here at Yahoo! and also a culture that nurtures personal passion. We are thrilled to be able to bring this campaign to life and support one of our own, and at the same time provide support for a local cause which brings positive and tangible help to patients and their families every day.” Unveiling the Purple Hope community initiative at a media event, she concluded, “Through Yahoo!’s reach, reputation and engagement, we are able to turn an idea into a movement and inspire people to act, especially for a good cause.”
In support of “Purple Hope”, 12 Yahoo! employees have pledged their hair and made other personal commitments to support the CCF. In the spirit of “community engagement” through making donations to the cause, the Yahoo! audience will decide who gets to lose their hair.
The CCF aims to improve the quality of life of children with cancer and their families through enhancing their emotional, social and medical well-being. They hope to become a world-class provider of resources and psycho-social services to children and families impacted by childhood cancer.
Editor’s note: this is a press release from Yahoo Philippines.