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Melissa Etheridge Joins Hard Rock to Promote Benefit Breast Cancer Awareness

Oscar winner, two-time Grammy winner, breast cancer survivor, and multi-platinum recording artist Melissa Etheridge and Hard Rock International have joined together once again for the launch of Pinktober. Pinktober, Hard Rock’s ninth annual breast cancer awareness campaign, is a philanthropic initiative created to support organizations in the fight against breast cancer through the sales of a collectible Pinktober pin, key chain and T-shirt, as well as a series of live music events at Hard Rock establishments around the world.

On Tuesday, September 30th, Melissa celebrated the release of her powerful new album A NEW THOUGHT FOR CHRISTMAS and supported the kickoff of Hard Rock’s month-long Pinktober program with an exclusive performance at Hard Rock Cafe Hollywood, Ca., where Melissa performed songs from her new album. At this event, Melissa also introduced the limited-edition 2008 Hard Rock Breast Cancer Awareness Pin. One hundred percent of net profits from sales of the Pin will be donated to The Breast Cancer Research Foundation, this year’s Pinktober beneficiary.

“I am excited to join Hard Rock for Pinktober,” said Melissa Etheridge. “Having experienced my own personal journey with breast cancer, I know firsthand how important it is to raise awareness for this cause. This life-threatening disease affects millions of people worldwide, and I am grateful that Hard Rock and I can join together to get one step closer to eradicating breast cancer in the near future.”

Accessorize for the Cause

Hard Rock Pinktober items will be sold exclusively at select Hard Rock International properties worldwide, including Cafes, Hotels, Casinos, Park and on www.hardrock.com.

• Hard Rock’s Pinktober pin, the ninth in a series supporting breast cancer research, features a silver, three-dimensional curved hinge covering the body of the guitar, filled with clear rhinestones. When the hinge is opened, a hot pink acoustic guitar with a pale pink ribbon design – a symbol for breast cancer supporters – is revealed. The pin also features the powerful message “Stop Breast Cancer for Life.” ($12)
• Hard Rock’s limited-edition Pinktober offerings also include a baby doll black, ladies T-shirt. It features Hard Rock’s “Love All, Serve All” mantra and the Hard Rock brand logo in black foil across the front center chest, accented with a pink rhinestone-adorned ribbon.
  ($28)
• A charm keychain has also been created for Pinktober. This beautiful keychain features seven charms that capture the spirit of peace, love, life and rock ‘n’ roll – including a pink ribbon, a heart, a peace sign, a microphone, a guitar, a lip print and the iconic Hard Rock logo. ($20)

Proceeds from the sale of special limited-edition 2008 Hard Rock Pinktober merchandise will benefit The Breast Cancer Research Foundation, with 75% of the retail price of each pin sold and 15% of the retail price of each t-shirt and key chain sold going directly to the cause.

Rock Out for A Cause

Hard Rock’s Pinktober initiative will also feature live music events at Hard Rock locations worldwide to benefit breast cancer research organizations. These events highlight artists throughout the month to raise additional dollars for this worthy cause. The 2008 Hard Rock Pinktober artist lineup will include performances by Jon McLaughlin, Justin Nozuka, Sara Bareilles, Melanie C., Starsailor, The Donnas, Anna Nalick, Chaka Kahn and many more. Visit www.hardrock.com for local event details.

Special “Pink Drinks” will also be available to help the cause, including the Pink Promise, Pink Ribbon, Berry Blush Martini and Wildberry Smoothie.

“Throughout the past nine years, Hard Rock’s breast cancer awareness campaign has helped to raise millions for breast cancer research,” said Sean Dee, Vice President and Chief Marketing Officer, Hard Rock International. “We are honored that Melissa Etheridge, one of the most influential artists of our time, will join us once again for Pinktober and continue the fight against breast cancer.”

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 501 (3) organization dedicated to funding innovative clinical and translational research. The Foundation supports scientists at top universities and academic medical centers worldwide conducting the most advanced and promising breast cancer research that will lead to prevention and a cure in our lifetime. A minimum of 85 cents of each dollar donated to the Foundation goes directly to breast cancer research and awareness programs. In October 2008, nearly $35 million will be awarded to 165 scientists across the United States and in Australia, Canada, Latin America, the Middle East, and throughout Europe. And for the seventh consecutive year, BCRF received Charity Navigator’s highest rating, four stars, thus outperforming over 99% of the evaluated charities, while the American Institute of Philanthropy has awarded BCRF its highest possible rating of A+. BCRF is the only breast cancer organization in the U.S. to receive these accolades. For more information, visit www.bcrfcure.org or call 1.866.FIND.A.CURE.