AT&T launches massive Hispanic CSR PR campaign for PADRES Contra El Cancer

LOS ANGELES, CA – AT&T will launch the fourth annual campaign to raise awareness of childhood cancer and collect donations to support PADRES Contra El Cancer (PADRES), a nonprofit organization committed to improving the quality of life for Latino children who are battling the disease, beginning November 22.   AT&T set a goal of raising $300,000 this year, which would mean a total donation from AT&T to PADRES of $1 million since the campaign’s inception in 2007.

Throughout the six-week program, donations will be collected at more than 130 AT&T retail locations throughout the Greater Los Angeles area. AT&T is also offering a promotion throughout the duration of the campaign. When customers purchase an LG phone, AT&T will donate $20 to PADRES and the customer will receive a free LOUVER by Louis Verdad designer cap.  Joining AT&T in the effort to promote the program will be PADRES National Spokeswoman Eva Longoria Parker and Designer Louis Verdad.

“AT&T has been a faithful partner in its commitment to PADRES, the Latino community and in its support of families coping with the devastating effects of childhood cancer,” said Eva Longoria Parker, actress and PADRES national spokeswoman. “We’re thrilled to launch this year’s campaign and eager to reach the $1 million mark. We hope that the community will come together to help us reach that goal.”

Cancer strikes approximately 1,500 children annually in California; nearly 50 percent of those affected are Latino. Cancer remains one of the leading causes of death among children under 15 years old and is second only to accidents in most age groups.(1)

“In times like this it’s more important than ever to support organizations such as PADRES that address vital community needs,” said Andy Shibley, vice president and general manager of AT&T’s Greater Los Angeles Area. “AT&T is pleased to hold the campaign again this year and applaud PADRES and its supporters for championing this cause, which has given hope to so many families.”

During the 2008 campaign, AT&T donated $200,000 to PADRES to aid in the organization’s mission. To date, AT&T has donated approximately $700,000 to PADRES.