Delta Launches Virtual (Pink) Lemonade Stand on Facebook to Raise Awareness for Breast Cancer Research

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Oct 08, 2010, 11:09 ET

ATLANTA, Oct. 8 /PRNewswire/ -- Delta Air Lines (NYSE: DAL) is taking its support for The Breast Cancer Research Foundation online this week with a virtual lemonade stand on the company's Facebook page. Users can open their own virtual lemonade stands and post their personal stories and experiences about loved ones who have been affected by breast cancer.

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"The personal impact breast cancer has had on me and so many of our customers, employees and families has motivated Delta to always give more in our support of The Breast Cancer Research Foundation," said Richard Anderson, Delta's chief executive officer. "I'm launching the first pink lemonade stand on Delta's Facebook page in honor of my mother, who died from this horrible disease many years ago. The combined efforts of more than 75,000 Delta employees and millions more of our customers are making a difference in raising funds necessary to find a cure."

The page is available at http://www.facebook.com/delta.

In addition, Delta will donate 100 Sky Miles to the BCRF during October for every Delta iPhone application downloaded and each check-in using the mobile app, up to one million miles. Mobile phone users can also text "DRINKPINK" to 27722 to donate $5. And Delta will continue donating proceeds from onboard pink lemonade and jelly bean sales.

Delta, which has supported BCRF for six years, took its campaign worldwide this year with its new Boeing 767-400 signature "pink plane," featuring BCRF's trademarked pink ribbon logo on the tail of the aircraft and adjacent to the boarding door. The aircraft will make several special visits in the U.S. with Delta employee breast cancer survivors and executives, before flying internationally to help raise awareness for BCRF in Brazil, Italy and Spain. The pink plane will fly about 2.1 million miles this year, enough to circle the globe more than 84 times. Delta's international pink plane replaces the existing pink-and-white Boeing 757 that flew throughout the United States, Latin America and the Caribbean between 2005 and 2010 to generate awareness for the cause.

About The Breast Cancer Research Foundation

The Breast Cancer Research Foundation® was founded in 1993 by Evelyn H. Lauder as an independent, not-for-profit organization dedicated to funding innovative clinical and translational research. In October 2010, BCRF will award $33 million to over 170 scientists across the United States, Canada, Latin America, Europe, the Middle East, and Australia. Currently, more than 88 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programs. And the American Institute of Philanthropy has awarded the Foundation its highest possible rating of A+. BCRF is the only breast cancer organization to receive this accolade, and is the only cancer organization to currently hold this ranking. For more information about BCRF, visit www.bcrfcure.org.

About Delta Air Lines

Delta Air Lines serves more than 160 million customers each year. With an industry-leading global network, Delta and the Delta Connection carriers offer service to 351 destinations in 64 countries on six continents. Headquartered in Atlanta, Delta employs more than 75,000 employees worldwide and operates a mainline fleet of more than 700 aircraft. A founding member of the SkyTeam global alliance, Delta participates in the industry's leading trans-Atlantic joint venture with Air France-KLM and Alitalia. Including its worldwide alliance partners, Delta offers customers more than 13,000 daily flights, with hubs in Amsterdam, Atlanta, Cincinnati, Detroit, Memphis, Minneapolis-St. Paul, New York-JFK, Paris-Charles de Gaulle, Salt Lake City and Tokyo-Narita. The airline's service includes the SkyMiles frequent flier program, the world's largest airline loyalty program; the award-winning BusinessElite service; and 50 Delta Sky Clubs in airports worldwide. Customers can check in for flights, print boarding passes, check bags and review flight status at delta.com.