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JCPenney Supports Breast Cancer Awareness Month

 Shoppers Invited to Round Up Purchases to Benefit Cancer Research

For Every Pair of Boots Purchased, $2 is Donated to Help Aid Early Detection Efforts

PLANO, Texas (October 1, 2013) - JCPenney is inviting its customers to support Breast Cancer Awareness Month this October as part of the Company's charitable giving program, jcp cares. All month long customers can round up their in-store and online purchases to the nearest whole dollar and donate the difference to benefit The Breast Cancer Research Foundation® (BCRF), an organization dedicated to providing critical funding for innovative clinical and translational breast cancer research worldwide. JCPenney will also be asking customers to help "Give Breast Cancer the Boot" this month through its support of the National Breast Cancer Foundation, an organization dedicated to saving lives through early detection by providing mammograms, education and support to those in need. The Company will donate $2, up to $250,000, to the organization for every pair of boots purchased in-store and online from Oct. 4-14.

"Breast cancer is an issue that touches nearly everyone - we all know someone who has been affected by this disease," said Miki Woodard, jcp cares president and vice president of philanthropy at JCPenney. "As customers stock up on their fall essentials this October, we're inviting them to join us in our support of Breast Cancer Awareness Month. By simply rounding up their purchases or buying a pair of boots, our customers will be aiding in research and prevention efforts, which are critical initiatives in the fight against breast cancer."

Round Up for The Breast Cancer Research Foundation

Founded by Evelyn Lauder in 1993, The Breast Cancer Research Foundation is an independent, not-for-profit organization focused on funding critical research at leading medical centers worldwide and increasing public awareness about breast cancer. Along with rounding up their purchases, customers can make donations to The Breast Cancer Research Foundation online at

"The Breast Cancer Research Foundation remains inspired by JCPenney's efforts to aid us in this global fight against breast cancer," said BCRF President and CEO Myra Biblowit.  "At BCRF, we believe research will lead to prevention and a cure for breast cancer, but we can't do it alone. With the support of JCPenney and its loyal customers, we will make a difference. We will put an end to cancer as we know it."

Support National Breast Cancer Foundation by "Giving Breast Cancer the Boot"

The National Breast Cancer Foundation was founded in 1991 by breast cancer survivor Janelle Hail. With no known cure for breast cancer, early diagnosis is critical to survival, which is why NBCF has made raising awareness on the importance of early detection and screening its mission. As part of its "Give Breast Cancer the Boot" event, JCPenney will also be providing customers who purchase boots an "Early Detection Saves Lives" sticker, which includes a link to where customers can find more details on the campaign, download a free personalized early detection plan, donate directly to the National Breast Cancer Foundation and link to where they can shop more boot options. Customers will also be encouraged to use the hashtag #bootcancer to showcase their boot purchases and support of the National Breast Cancer Foundation.

"Thanks to the support of JCPenney and its customers, this October we are going to help give breast cancer the boot," says NBCF Founder and CEO Janelle Hail. "This partnership will help us save lives by providing thousands of mammograms and early detections services to women in all 50 states."

Breast Cancer Awareness Merchandise

Customers seeking merchandise that shows their support of Breast Cancer Awareness Month this October can also find a wide selection of women's activewear, sportswear, jewelry and accessories, which will be highlighted throughout the store and on Items include Xersion(TM) breast cancer awareness hoodies and v-neck graphic tees, pink stone and silver-tone ribbon earrings and pins, stretch and charm bracelets, a silicone 6-piece bracelet set, headband set and more.

For further information, contact:

jcpenney media relations

Kate Coultas

972-431-3400 -

About JCPenney

J. C. Penney Company, Inc. (NYSE: JCP), one of the nation's largest apparel and home furnishing retailers, is dedicated to becoming America's preferred retail destination for unmatched style, quality and value. Across 1,100 stores and at, customers will discover an inspiring shopping environment that features the most sought after collection of private, national and exclusive brands and attractions. For more information, please visit

About The Breast Cancer Research Foundation®

Founded by Evelyn H. Lauder in 1993, The Breast Cancer Research Foundation (BCRF) has raised more than $450 million in the last 20 years to advance the world's most promising breast cancer research to achieve prevention and a cure in our lifetime. In October 2013, BCRF will commit $45 million to support the work of more than 200 researchers at major medical institutions across six continents. By spending 91 cents of every dollar on research and awareness programs, BCRF remains one of the nation's most fiscally responsible charities. It has earned four stars from Charity Navigator since 2002 and is the only breast cancer organization awarded an "A+" from CharityWatch. For more information, visit

About the National Breast Cancer Foundation

Recognized as one of the leading breast cancer organizations in the world, the National Breast Cancer Foundation's (NBCF) mission is to save lives through early detection and to provide mammograms for those in need.  A recipient of Charity Navigator's highest 4-star rating for nine years, NBCF provides women Help for Today.Hope for Tomorrow® through its National Mammography Program, Beyond The Shock®, Early Detection Plan, MyNBCF online support community, and breast cancer research programs. For more information, please visit

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