Oregon Health & Science University Cancer Institute's Adolescent and Young Adult (AYA) Oncology Program has a new partner - a group effort led by American Family Insurance - and a new tool in the fight against cancer: a bright yellow baseball hat.

Corporate sponsor American Family Insurance developed the concept, organized the partnership and provided the resources for the sale of yellow University of Oregon LIVESTRONG(R) caps as a means of increasing awareness of cancer in the AYA population and of generating funds for the benefit of cancer patients diagnosed between the ages of 15 and 40.

This limited edition hat, which was produced and distributed in conjunction with the University of Oregon and the Lance Armstrong Foundation, is available for $20 from any American Family Insurance agent, the University of Oregon Bookstore and Duck Shop, goducks.com, and at duck shops at Autzen Stadium on football game days. A special sales event for the hats and the awareness campaign will be presented at the Saturday, Oct. 14, home football game against UCLA.

"Among diseases, cancer is the leading killer of young adults between the ages of 15 and 40," said Rob Quesnel, American Family's state sales director for Oregon. "Researchers have not been able to improve survival rates since 1975. It's time we gained more ground on this terrible disease.

"By purchasing this unique hat, Duck fans and others have the opportunity to both show their support for the school and also help researchers in their search for a cure."

"Most young adults don't know that cancer is their No. 1 disease killer, with 70,000 new diagnoses in this age range each year," said Brandon Hayes-Lattin, M.D., medical director for the AYA Oncology Program "American Family Insurance and the other partners in this campaign are making it possible to spread that message across a campus full of young adults and in a stadium of 60,000 fans.

"The special needs of young adults with cancer range from accessing AYA cancer treatment, to addressing concerns with fertility, exercise and nutrition, to managing complex psychosocial situations with caregivers, parents, peers, children, school and work," said Hayes-Lattin. "Money raised from this campaign will go directly toward funding services at the OHSU Cancer Institute to meet these needs."

Proceeds from the cap sales will be distributed equally among the OHSU AYA Oncology Program, the University of Oregon Institute of Molecular Biology and the Lance Armstrong Foundation.
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American Family Insurance

Based in Madison, Wis., American Family Insurance offers auto, homeowners, life, health, commercial and farm/ranch insurance, plus financial services, in 18 states. The fifth-largest insurer of homes and sixth-largest insurer of private passenger autos in Oregon, American Family ranks 323rd on the Fortune 500 list and is the nation's third-largest mutual property/casualty insurance company.

OHSU Cancer Institute's AYA Oncology Program

The mission of the OHSU Cancer Institute's AYA Oncology program is to develop and disseminate more effective methods to diagnose, treat, follow, and care for young adults with cancer aged 15 to 40. The experience of young adults with cancer is often very different from that of other cancer patients. Caught between childhood and middle age, they face medical and psychological challenges that require special attention. Young adults do not present with the same type of cancers as older adults, and they may not fare as well when they are prescribed adult treatment protocols. This stage of life also presents unique emotional and practical challenges that are further complicated by having to contend with this disease

Lance Armstrong Foundation

The Lance Armstrong Foundation (LAF) inspires and empowers people affected by cancer. We help people with cancer focus on living; we believe that unity is strength, knowledge is power and attitude is everything. From the moment of diagnosis, the LAF provides the practical information and tools people with cancer need to live life on their own terms. The LAF serves its mission through advocacy, public health and research. Founded in 1997 by cancer survivor and champion cyclist Lance Armstrong, the LAF is located in Austin, Texas. For more information, visit www.livestrong.org.