HSN joined the Alzheimer's Association to raise awareness and support the fight against Alzheimer's disease. As part of this partnership, HSN dedicated the month of March to Alzheimer's awareness, and on March 2nd launched the Rita Hayworth Jewelry Collection during a live on-air special event with Alzheimer's Association Champion, Phyllis George.
Hayworth, a Hollywood legend, lost her battle with Alzheimer's disease in 1987. In honor and remembrance of this Hollywood legend, HSN Cares contributed 10% of all sales in March from the Rita Hayworth Collection to benefit the Alzheimer's Association. Throughout the month of March, HSN customers also had the opportunity to donate to the Alzheimer's Association across all HSN channels.
"We are excited by this unique opportunity that HSN is creating to promote awareness and eventually find a cure for this devastating disease," said Angela Geiger, chief strategy officer at the Alzheimer's Association. "Sharing Rita Hayworth's connection to the disease by creating a beautiful line of jewelry not only honors the life of this Hollywood legend; it brings much needed awareness to a disease that far too few understand, even today."
Alzheimer's disease is the nation's 6th leading cause of death. As the U.S. population ages, particularly the baby boomer generation, the number of Americans living with Alzheimer's disease will rapidly escalate from today's estimated 5.4 million to 16 million by 2050.
"We chose to partner with the Alzheimer's Association to support the extensive work they do in the areas of Alzheimer's care, support and research," said Mindy Grossman, chief executive officer of HSN, Inc. "Creating the Rita Hayworth Jewelry Collection was the inspiration of Princess Yasmin and it has been a privilege to work with her to offer our customers a glimpse into her mother's remarkable life, while raising awareness of this dreadful disease."
The cause is close to Phyllis George as well. Having lost her own mother to Alzheimer's disease, George – former CBS news anchor, first lady of Kentucky and 1971 Miss America – is familiar with the struggles of being a caregiver and the heartbreak of losing a parent to this devastating disease.
HSN Cares will devote the entire month of May to raising awareness and funds for March of Dimes using the power of HSN, HSN.com and all of our direct-to-consumer marketing vehicles.
Customers will be able to make donations to March of Dimes all month long with HSN's Sales and Service telephone representatives, through our automated phone system and during the check-out process on HSN.com, with 100% of the donations benefitting March of Dimes.
Every time a baby is born, so are a mom and dad. There is no more resonant partner for mothers and fathers than March of Dimes, and no better time to celebrate the work of March of Dimes than during the Mother's Day to Father's Day timeframe. This season, as we celebrate Mother's Day and Father's Day, we're taking time to honor the organization that has helped deliver healthy babies for nearly 75 years.
March of Dimes will launch a national cause marketing campaign titled imbornto, which encourages consumers to shop, dine and donate wherever the March of Dimes logo is displayed during the Mother's Day and Father's Day timeframe. With the overarching message that "every baby is born for something great," imbornto helps to establish a greater significance for March of Dimes by showing how the contributions of research, vaccines, education and breakthroughs by the March of Dimes enable babies to be born healthy, stay healthy and be and do whatever they were born to do. Through this campaign, March of Dimes will become the "Official Partner of Mother's Day and Father's Day", working closely with HSN and other corporate partners.
On March 13th, Mindy was honored at the 37th Annual March of Dimes Beauty Ball event and received the "Retailer of the Year" award on behalf of HSN for our innovative transformation. Tony Little, whose own wife gave birth to premature twins, traveled to New York to present Mindy with the award.
At the event, Mindy described her visit to the Neonatal Intensive Care Unit at New York Presbyterian Morgan Stanley Children's Hospital with Gina Sanders, president and CEO of WWD parent Fairchild Fashion Media, who was also honored that night. Praising the work of March of Dimes, Grossman observed, "The organization has had a profound effect on me and my perspective on the miracle of life. You realize the resiliency of these tiny beings, the strength of their families and the overwhelming outpouring of support the March of Dimes provides."
The Beauty Ball raises funds for March of Dimes, and that night, HSN helped the event raise over $1.3 million, a record amount. Andrew Lessman committed to donating a 30-day supply of prenatal vitamins for every $1 HSN raised at the live auction that night to fund the mission of March of Dimes. In just ten minutes, HSN raised $109,000, which means 109 thousand women will be able to have healthier babies.
More than four million babies were born in the United States last year and March of Dimes helped each and every one of them through research, education, vaccines and breakthroughs.