LifeCell Corporation, American Society of Plastic Surgeons Partner to Raise Breast Reconstruction Awareness, Close Loop on Breast Cancer
Inaugural Breast Reconstruction Awareness (BRA) Day USA, Oct. 17, 2012

ARLINGTON HEIGHTS, Ill. - The American Society of Plastic Surgeons (ASPS) and The Plastic Surgery Foundation (The PSF) today announced their partnership with LifeCell Corporation, a leader in regenerative medicine and pioneer in breast reconstruction technology, in support of the first national Breast Reconstruction Awareness (BRA) Day USA, October 17, 2012. As a BRA Day USA national sponsor, LifeCell joins the world's largest organization of board-certified plastic surgeons to promote education, awareness and access to breast reconstruction following mastectomy and lumpectomy.

"It's an unfortunate reality that 7 out of 10 women eligible for breast reconstruction are not being informed of their options," said ASPS President Malcolm Z. Roth, MD. "We have the power to change that and are excited to have LifeCell's support. LifeCell has not only produced ground-breaking innovations for breast reconstruction surgery, but they truly share our vision of education and awareness."

On October 17, the U.S. and 20 other countries will join together for BRA Day. The goal of BRA Day USA is to ensure that all breast cancer patients are fully informed of their breast reconstruction options and are supported by a team of medical professionals working together for the patient's best interest. This initiative is a collaborative effort between the ASPS and The PSF.

"When we heard about BRA Day USA we were very enthusiastic because this initiative aligns with what we believe in," said Rich Egan, Group Marketing Manager Breast Surgery for LifeCell. "We were surprised to hear so few women treated for breast cancer are aware of their breast reconstruction options. As a trusted supplier of tissue reinforcement and replacement products used in breast reconstruction surgeries, we are committed to helping women become fully informed of their breast reconstruction options to help 'close the loop' on these unfortunate statistics."

Expressing LifeCell's commitment to serving breast reconstruction patients and the surgeons who treat them, Lisa Colleran, President and CEO of LifeCell said, "Our dedication to creating game-changing innovations originates from our desire to provide the best clinical options to patients and the medical community."

Over the next two years award-winning recording artist, New York Times bestselling author and humanitarian Jewel will work with the ASPS/The PSF as their national spokesperson, advocating on behalf of BRA Day USA through media appearances, public service announcements, a dedicated BRA Day USA song entitled, "Flower," and benefit concert event.

Please visit BRADayUSA.org, Facebook.com/BreastReconAwareness and Twitter (@BRADayUSA) for more information about BRA Day USA events, the Jewel concert, the BRA Day USA song, charity and corporate partnerships and more.