20th Annual St. Jude Halloween Promotion Asks Shoppers to Help Fund Lifesaving Research and "treat"ment at St. Jude Children's Research Hospital®

Sep 30, 2011, 11:12 ET from ALSAC/St. Jude Children's Research Hospital

MEMPHIS, Tenn., Sept. 30, 2011 /PRNewswire/ -- Shoppers headed out to local restaurants, grocery or convenient stores this October can get a jumpstart on helping young trick or treaters by participating in the 20th Annual St. Jude Halloween Promotion that raises funds to support St. Jude Children's Research Hospital®, one of the world's premier centers for the research and treatment of pediatric cancer and other deadly childhood diseases.

Throughout the month, participating retailers will ask guests to donate $1 or more in exchange for a pumpkin-shaped pinup they can personalize. Since the program began in 1992, MillerCoors, its distributors and other retailers have raised more than $52 million, $1 at a time, for the children of St. Jude.

"For 20 years we have been proud to support the phenomenal work done by St. Jude," said Bryce McTavish, Sr. VP of Channel Marketing for MillerCoors. "In partnership with our more than 500 distributors across the country who bring the Halloween program to life in their markets, we have helped raise millions for St. Jude. This program continues to bring a great response from our retailers and consumers and we look forward to our biggest and best year ever in 2011 to commemorate this 20th anniversary."

Halloween is arguably one of the most popular holidays at St. Jude because it is a day where kids of all ages get to dress up and feel like regular, healthy kids. The hospital comes to life on this day with themed Trick-or-Treating stations for patients and siblings to enjoy. Oregon couple Kellei and Jeff traveled halfway across the country to receive lifesaving care for their son Peter, who suffered from a rare, cancerous tumor called pineoblastoma. The family arrived at the hospital on Halloween.

"We were amazed when we first walked into St. Jude and saw all these little bald kids running around, dressed like super heroes and princesses, with huge smiles on their faces," said Kellei. "We knew at that moment that St. Jude was a special place and we were right where we needed to be to get the best care for Peter."

Starting Oct. 1, St. Jude Halloween pinups can be found at retail establishments across the country. National partners include: Fox and Hound Restaurant Group, Buffalo Wild Wings, Casey's General Store, Hess Corporation, Houchen's Industries, EZ Mart, Palm Beach Tan, Huddle House, Pizza Patron, Petland, zpizza, Al's Formal Wear and several more. Visit the website for a complete list.

Peter, now in the second grade, returns to St. Jude every six months for checkups. To his family's continued delight his scans show no evidence of the disease. Funds raised through the St. Jude Halloween Promotion help ensure that St. Jude patients and their families - like Peter, Kellei and Jeff - get the chance to enjoy many more holidays for years to come. To find a participating location near you or to make a donation, visit www.stjude.org/halloween.

About St. Jude Children's Research Hospital

St. Jude Children's Research Hospital is internationally recognized for its pioneering research and treatment of children with cancer and other life-threatening diseases. The hospital's research has helped push overall survival rates for childhood cancer from less than 20 percent when the institution opened to almost 80 percent today. It is the first and only National Cancer Institute-designated Comprehensive Cancer Center devoted solely to children, and no family ever pays St. Jude for care. For more information, go to www.stjude.org and follow St. Jude on www.facebook.com/stjude and www.twitter.com/stjude.

SOURCE ALSAC/St. Jude Children's Research Hospital