Serta sheep again fight cancer
By David Perry -- Furniture Today, March 19, 2006
Hoffman Estates, Ill. — Serta's Counting Sheep are once again joining the fight against breast cancer.
For the second year, Serta is partnering with the Susan G. Komen Breast Cancer Foundation to fight the deadly disease.
As part of its 2006 Counting Sheep for the Cure campaign, the bedding major will donate $290,000 to the Komen Foundation's national headquarters.
It also will offer pink "Counting Sheep for the Cure" mattresses in honor of National Breast Cancer Awareness Month in October.
The limited-edition mattresses will be part of the new Vera Wang by Serta collection.
Serta also will highlight its partnership with the Komen Foundation in a multimillion-dollar advertising campaign in magazines, including Ladies Home Journal, Better Homes & Gardens, Family Circle, Country Home and Parade.
The producer also will hold more of the popular "pajama parties" that it hosted last year at selected furniture and bedding stores to raise funds for local Komen affiliates.
And Serta will collaborate with its magazine partners to raise money and awareness for the Komen Foundation.
For example, Serta and Country Home magazine hosted a cocktail event March 16 at the Sonoran Desert Dream Home, with 100% of the silent auction profits donated to the foundation's Phoenix affiliate.
"Serta is renewing its national partnership with Komen to help win the war against breast cancer," said Bob Sherman, president of Serta International.
"Since its founding in 1982, the Susan G. Komen Breast Cancer Foundation has made a profound contribution to the health and well-being of breast cancer survivors both in the United States and throughout the world," he continued. "We believe in the Komen Foundation's initiatives and are honored to support them."
Serta announced its 2006 partnership with Komen at the Los Angeles County's Komen Race for the Cure in February. Serta sponsored the race's "Sleep-in for the Cure" and joined with retailer The Great Indoors to give away three Serta limited-edition pink mattresses.
In addition, 10 Serta employees ran in the race, and Serta's Counting Sheep mascot took pictures of race participants and their families and friends at the Serta booth.
"This is Serta's 75th anniversary and the 10th anniversary of the L.A. County Komen Race for the Cure," Sherman said.
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