Wear the Message: Komen Orange County Race for the Cure Merchandise : Susan G. Komen Breast Cancer Foundation Orange County California Affiliate : Breast Cancer Awareness Merchandise Marketplace

When is a T-shirt more than a fashion statement? When is a cap more than a protection from the sun? Answer: When these and a host of other "message" items are used to save lives.

The Orange County Affiliate of the Susan G. Komen Breast Cancer Foundation is introducing new clothing and accessory items, just in time for the 15th annual Komen Orange County Race for the Cure ® on Sunday, September 24 at Fashion Island in Newport Beach. Emphasizing the importance of awareness and early detection in the fight against breast cancer, Komen hopes to reach a segment of younger women who may be unaware that they, too, are susceptible.

The list of talking point merchandise is extensive, and includes colorful T-shirts, visors, caps, bracelets, earrings and more. The items emphasize various aspects of breast health, and are designed to appeal to a young, fashion-conscious segment that Komen views as being at risk.

The shirts are emblazoned with, One in Eight ®, denoting that nationally, one in eight women is at risk of developing breast cancer in her lifetime. The One in Seven ™ shirts represent the number of women who will be diagnosed in Orange County. With this stylish apparel, Komen aims to stimulate discussion of breast cancer and the life-saving message of early detection. Other products feature Komen's KNOW MORE ® message, indicating that breast cancer is a disease about which everyone needs to know more.

A new product, expected to be popular on Race Day, is a Komen Race Day Valet ™ that sells for $14.95 and either attaches to the belt or can be held in one's hand. It holds an extra large beverage bottle, cell phone (any shape), key chain attachment, hidden money pocket and an insulated sleeve to keep the beverage cold.

Komen Volunteer Cathy Orr of San Clemente notes, "We want those who attend the Race to come away with positive images and messages that move us forward in this fight. We want them to know the three steps to early detection: breast self-examination (BSE), clinical breast exams and mammography exams. We want everyone to WEAR the message! "

In addition to the Komen website, www.ockomenmerchandise.com, the items will be available at two Komen booths at the Race.

There is no doubt that message merchandising works. It works to promote everything from vacation destinations to rock concerts, and now, thanks to the Komen Foundation, it will work to save lives.

For more information about the Komen Orange County Race for the Cure ® or its mission-driven merchandise, visit www.ockomen.com, or call 714.957.9165.