Delta Takes Support of The Breast Cancer Research Foundation Online and Overseas

Customers can create 'virtual' pink lemonade stands and share their stories on Facebook, donate using iPhone and mobile devices

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Delta Air Lines

Sep 30, 2010, 09:00 ET

ATLANTA, Sept. 30 /PRNewswire/ -- Delta Air Lines (NYSE: DAL) is taking its support for The Breast Cancer Research Foundation (BCRF) worldwide with its new Boeing 767-400 signature "pink plane" and online with a virtual lemonade stand on Facebook and Sky Miles donations to BCRF when customers download the Delta iPhone application or use the app to check in. Also throughout October, in its sixth year of support for BCRF, Delta will continue donating proceeds from onboard pink lemonade and jelly bean sales.

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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 Delta CEO Richard Anderson. "I've launched 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."

ONLINE, MOBILE SUPPORT AND DONATIONS

Beginning Oct. 7, Facebook members can create their own 'virtual' pink lemonade stand on Delta's Facebook page to share their stories and honor loved ones and donate to BCRF.

During October, Delta will donate 100 SkyMiles to BCRF for every Delta iPhone application download and each check-in using the mobile app, up to one million miles. In addition, all mobile phone users can text "DRINKPINK" to 27722 to donate $5.

NEW "PINK PLANE"

Delta's new international "pink plane," a Boeing 767-400 featuring BCRF's trademarked pink ribbon logo on the tail of the aircraft and adjacent to the boarding door, 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 between 2005 and 2010 flew throughout the United States, Latin America and the Caribbean to generate awareness for the cause.

The new pink plane was painted at Delta's Atlanta headquarters by Delta TechOps employees, including aircraft maintenance painter technician, Derek Snider.

"It definitely hit close to home for me because my mom was diagnosed with breast cancer in 2008. As soon as I learned we'd be painting the pink plane, I called my mom because she fought hard to beat breast cancer. She's now on the road to recovery," said Snider. "The team here was really excited when we learned we'd be painting the 767 pink plane. There was a lot of pride put into that Delta paint scheme and that airplane, and it was humbling to do our part."

PINK for PURCHASE

"Delta really 'goes pink' in October, when thousands of our Delta flight attendants and customer service agents wear pink uniform pieces to support the cause. Our employees and our customers look forward to this effort every year," said Joanne Smith, senior vice president of In-Flight Service.

In addition to Delta's efforts online and the global visibility of the pink plane and pink uniform pieces, throughout October Delta sells pink lemonade and BCRF-branded pink Jelly Belly 'Sport Beans' onboard and in Delta Sky Clubs. All proceeds from the sale of the pink lemonade and $1 from the sale of each package of Jelly Belly Sports Beans benefit BCRF. In the first five years of the campaign, Delta raised $2.5 million for BCRF, including $1 million in 2009 alone. To date, Delta's donations have funded the work of nine research projects dedicated to the mission of achieving prevention and finding a cure for breast cancer.

"The Breast Cancer Research Foundation is so grateful to the employees of Delta for their personal commitment to eliminate breast cancer," said Evelyn H. Lauder, Founder and Chairman of The Breast Cancer Research Foundation. "Since 2005, Delta employees have gone above and beyond to raise both awareness and funds for the Foundation. This exemplary effort will truly make a difference in finding a cure for breast cancer in our lifetime."

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 354 destinations in 65 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.