Melissa Etheridge’s success as a recording artist rivals her tenacity as a breast cancer awareness advocate, and now she has paired the two roles. Her recently released ninth album will benefit breast cancer research and treatment programs.
City of Hope is one of the beneficiaries of the cause-marketing program, thanks to a partnership with Safeway Stores and Clear Channel Radio.
The album, called “The Awakening,” is currently on sale in select Safeway stores across the country. The Safeway Foundation will direct all of the profit to breast cancer charities. Clear Channel Radio is airing announcements narrated by Etheridge on its stations in 11 markets, including Chicago, Los Angeles, Philadelphia, Dallas, New York and Honolulu.
In addition to the in-store CD sale and on-air promotions, a video performance of the album is available for download through Clear Channel radio stations’ Web sites in 150 cities.
During October, Etheridge also was the featured performer on Clear Channel’s “Stripped” video series on its adult contemporary stations. A special area on each station’s Web site includes City of Hope’s logo, as well as messages encouraging consumers to donate to City of Hope through the institution’s Web site.
“This program is an outstanding example of the power of partnership,” said Steve Martin, associate vice president of marketing. “The increased awareness that these three entities will bring to City of Hope’s breast cancer programs is invaluable. We are truly grateful to all who made this possible.”
Etheridge, a two-time Grammy winner and recent winner of an Academy Award, was diagnosed with breast cancer in 2004 and is a breast cancer survivor.