Stonyfield Launches Yogurt Lids to Support Nonprofit

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Lid campaign encourages participants to share personal stories through social media to help raise $100,000 for’s global efforts to reduce breast cancer risk

ARDMORE, Pa., September 1, 2011/PRNewsire-USNewswire/ -- On September 1, Stonyfield will launch a new yogurt lid campaign to support nonprofit, the world’s leading online resource for expert-reviewed information and support on breast health and breast cancer. The campaign’s goal is to promote better breast health through a planet-friendly lifestyle. Using social media outlets and email, participants are urged to read and share stories about making lifestyle changes as a way to reduce breast cancer risk. To encourage participation, Stonyfield will donate up to $100,000 to for actions participants take online.

The lid campaign is part of an ongoing partnership between and Stonyfield. Earlier this year, launched its Organic Living section, which is part of the organization’s global Think Pink, Live Green initiative. The goal of Organic Living is to help people understand how the outside environment affects breast health through the chemicals in food, beverages, medications, and other products they use. Stonyfield sponsored the development of this new section, which provides invaluable information and advice on adopting an organic lifestyle, including steps you can take today to lower your breast cancer risk tomorrow.

The campaign lids will appear on approximately 20 million Stonyfield Organic yogurts and Stonyfield Organic Oikos Greek yogurts across the United States from September 1 through November 30, 2011. The lids will direct consumers to where they can read, listen, and watch stories of why and how others adopted an organic diet and planet-friendly lifestyle as a way to reduce their risk of breast cancer. Visitors are encouraged to “like” and share these stories with others through Facebook, Twitter, and email. They can also share their own stories as a way to motivate others and take part in online surveys. Each action generates a “click.” Stonyfield has pledged $0.10 per click or $100,000 if the campaign achieves 1 million clicks.

“Stonyfield’s lid campaign will provide a double benefit: it gives millions of women the chance to support others facing the challenge of breast cancer by sharing their personal stories, AND it gives them such a meaningful way to support,” said Dr. Marisa Weiss, president and founder of “Each story shared creates a ripple effect of education and encouragement, bringing us closer to the promise of prevention.”

“At Stonyfield, we’ve seen the power of storytelling through online social sites as a way to both share information and inspire real change,” said Gary Hirshberg, president and CE-Yo of Stonyfield. “Given the prevalence of breast cancer, which has hit close to home for me, we wanted to use this powerful force to help people find new ways to lower their risk.”

In the United States alone, it is estimated that there were over 250,000 new cases of breast cancer diagnosed in 2010 and over 2.5 million breast cancer survivors. With 1 in 8 women projected to be diagnosed with breast cancer over the course of her lifetime, measures that can help lower a woman’s risk of getting breast cancer or having a recurrence is a vital priority to

To learn more about the lid campaign, please visit

About is the #1 online resource for breast health and breast cancer information and support, with more than 6,000 pages of expert-reviewed information and a robust, dynamic peer support community. A nonprofit organization, receives more than 10 million visits each year. For more information about or Organic Living, please visit

About Think Pink, Live Green
Think Pink, Live Green is's global breast cancer prevention initiative. Based in science and grounded in medicine, this educational program delivers expert content in clear terms with easy-to-follow steps. This global outreach includes Marisa C. Weiss, M.D.'s column, a step-by-step guide to reducing your risk of breast cancer, presentations to women around the country, and the Lower Your Risk section of Think Pink, Live Green also offers a way for women living with breast cancer to make the healthiest choices possible. Think Pink, Live Green was developed by Dr. Weiss, president and founder of, and Joan Ruderman, Ph.D., Hardy Fellow at Harvard Medical School. For more information on Think Pink, Live Green, please visit

About Stonyfield Stonyfield, celebrating its 28th year, is the world's leading organic yogurt company. Its certified organic yogurt, smoothies, milk, cultured soy, frozen yogurt, and ice cream are distributed nationally. The company advocates that healthy food can only come from a healthy planet. Its use of organic ingredients helps keep over 200,000 farm acres free of toxic, persistent pesticides and chemical fertilizers known to contaminate soil, drinking water, and food. To help reduce climate change, Stonyfield offsets all of the C02 emissions generated from its facility energy use. The company started a nonprofit called Climate Counts (, which shows people how they can help fight climate change by the way they shop and invest. Stonyfield also donates 10% of its profits to efforts that help protect and restore the Earth. For more information about Stonyfield, its products, and initiatives, visit or follow Stonyfield on Twitter (@Stonyfield and @StonyfieldBiz) and on Facebook at

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