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In addition, FTBC Worldwide is shifting its focus from one month to an entire year. To raise money for the cause, limited edition FTBC-branded items will be sold throughout the year, beginning with a Ralph Lauren-designed polo shirt that will be available for purchase on Net-a-porter.com, exclusively. The shirt costs $75 and more products will be unveiled in the coming months from designers including Rachel Roy, Diane von Furstenberg and Oscar de la Renta. The net proceeds from all items purchased, whether in the U.S. or abroad, will stay in the customer's country. The goal, according to a spokesman, is to raise more than $2 million after one year.
Starting today, Style.com will unveil a behind-the-scenes look at the photo shoot for the Ralph Lauren polo shirt, worn by models such as Daria Werbowy, Lily Cole and Lily Donaldson, all of whom donated their time for the cause. Patrick Demarchelier shot the ad campaign and David Lipman served as creative director. The Web site also will feature an FTBC ad that will lead readers to a microsite, hosted by Net-a-porter. The site will include information on breast cancer survivors and resources to become more educated on the issue.
Style.com executive editor Nicole Phelps said, "We liked the idea of presenting to our audience an exclusive behind-the-scenes view of an exciting photo shoot, especially one whose mission was to raise global awareness for an important cause. What's especially compelling is to hear how the disease has touched the lives of everyone in the video."
Virtually every publishing house was approached to provide pro bono ad space, according to the spokesman, and "just about every fashion and lifestyle magazine has committed." Examples include Vogue, In Style and Harper's Bazaar. The pro bono ad space so far totals approximately more than $3 million. — Amy Wicks
CORRECTIONS: American Media Inc.'s fiscal-year earnings ending March 31 showed a net loss of $343.8 million, compared with $160.9 million the year before. The operating loss also rose, to $261.1 million, compared with $96.8 million the year before. These numbers were incorrect in a Memo Pad item on page 39, Tuesday.