A.C. Moore Launches #Not2Tough2Tutu Campaign, CEO Pepe Piperno Challenges Business Leaders To Support Breast Cancer Awareness

Businessman rallies support for breast cancer research with pink tutu movement

Oct 01, 2015, 09:00 ET from A.C. Moore

BERLIN, N.J., Oct. 1, 2015 /PRNewswire/ -- Leading arts and crafts retailer, A.C. Moore today announced its October #Not2Tough2Tutu campaign with CEO Pepe Piperno challenging people everywhere to capture and share a photo of themselves in a pink tutu to raise funds for the American Cancer Society (ACS) during National Breast Cancer Awareness month. Participants are encouraged to challenge three friends to sport a tutu by tagging them on their social post. For each post on Twitter, Facebook or Instagram, the A.C. Moore Foundation will donate one dollar, up to $25,000, to ACS.

"After more than five years partnering with the American Cancer Society, the A.C. Moore team wanted to elevate our efforts in October with a bold and creative way to show support that would encourage others to get involved in the movement," said Piperno. "As part of our commitment to crafting a better world, #Not2Tough2Tutu combines crafting and charitable giving in a fun, visually impactful and socially engaging way."

A.C. Moore has partnered with fashion company, Jesse James, to produce a custom tutu kit with 10 percent of all proceeds supporting ACS and breast cancer research. Customers are also invited to a free storewide Make & Take on October 10, from 1pm to 3pm, to decorate a t-shirt with Sharpies for breast cancer awareness. Further fueling the campaign, the retailer will also host an in-store fundraiser across all 135 locations where customers will have the opportunity to donate one dollar to American Cancer Society at checkout throughout October.

"We are extremely grateful for the outstanding leadership of CEO Pepe Piperno and A.C. Moore," said Kris Kim, executive vice president, "A.C. Moore has raised more than a half million in the past five years to fund leading edge research and provide tangible support to those facing the disease. The #Not2Tough2Tutu project is one more way A.C. Moore is taking a creative approach to the serious work of fighting cancer."

Since the inception of its "Crafting a Better World" initiative in 2010, A.C. Moore has raised more than $1 million dollars for its non-profit partners. After donating more than $125,000 to American Cancer Society in 2014, A.C. Moore is striving to collect upwards of $200,000 for cancer research this month.

For more information or to get involved, visit www.acmoore.com.

About A.C. Moore

Create more. Share more. Save more. ™ A.C. Moore is a specialty retailer offering a vast selection of arts, crafts and floral merchandise to a broad demographic of customers. The first A.C. Moore store opened in Moorestown, New Jersey in 1985, and has expanded to more than 135 stores. Stores are located in the Eastern United States from Maine to Florida.

A.C. Moore is devoted to being the first choice for product selection, value and service that inspires and fulfills unlimited creative possibilities. The assortment, convenience, service and pricing differentiate them from their competitors. The assortment of merchandise consists of more than 60,000 stock keeping units, or SKUs, with approximately 40,000 SKUs offered at each store at any one time. They also offer custom framing in the majority of their stores. In-store events and programs for children and adults provide hands-on arts and crafts experience and encourage the creativity of customers. For more information visit http://www.acmoore.com/about.

About American Cancer Society

The American Cancer Society is a global grassroots force of more than three million volunteers saving lives and fighting for every birthday threatened by every cancer in every community. As the largest voluntary health organization, the Society's efforts have contributed to a 20 percent decline in cancer death rates in the U.S. since 1991, and a 50 percent drop in smoking rates. Thanks in part to our progress nearly 14 million Americans who have had cancer and countless more who have avoided it will celebrate more birthdays this year. As we mark our 100th birthday in 2013, we're determined to finish the fight against cancer. We're finding cures as the nation's largest private, not-for-profit investor in cancer research, ensuring people facing cancer have the help they need and continuing the fight for access to quality health care, lifesaving screenings, clean air, and more. For more information, to get help, or to join the fight, call us anytime, day or night, at 1-800-227-2345 or visit www.cancer.org/fight .

Bright Red TBWA, Evany Sneed

Photo - http://photos.prnewswire.com/prnh/20150930/272565