Cure Duchenne launches ‘Text 2 Cure Duchenne’ campaign at style icon celebrity lounge at Super Bowl XLVI to raise $1 million

Newport Beach, CA, February 1, 2012

CureDuchenne, a nonprofit that raises awareness and funds research to cure Duchenne muscular dystrophy, is launching its Text 2 CureDuchenne campaign at the STYLE ICON Celebrity Lounge during Super Bowl weekend. Designed around the goal of raising $1 million by the end of 2012, Text 2 CureDuchenne is an event-based social and mobile campaign utilizing celebrity influencers and embracing a Text2Give concept.

The campaign encourages supporters to donate $10 by texting ‘SAVE’ to 80888, offering everyone who contributes the chance to win a STYLE ICON gift bag, iPad 2 or other prizes provided by celebrities, performers, and athletes.

Advocates for the campaign are encouraged to use their personal social media accounts to inform their followers of Text 2 CureDuchenne and how they can contribute. Celebrities including Clay Matthews, Anne Heche, James Tupper, Kevin Sorbo and Monica will also provide support through social media over the duration of the campaign with live tweeting, photos, and insider updates about the campaign.

CureDuchenne will kick off on February 3, 2012 at the Style Icon Super Bowl Lounge in Indianapolis, Ind.

The lounge will recognize CureDuchenne’s campaign efforts and help bring awareness to the organization and its $1 million goal. The organization plans to have a strong presence throughout high profile celebrity and fashion events throughout the month of February and beyond to maximize exposure and participation.

Duchenne muscular dystrophy is a devastating muscular disease that affects 1 in 3,500 boys. Boys with Duchenne are usually diagnosed by the age of five, in a wheelchair by age 12 and most don’t live past their mid-20s.

CureDuchenne is a national nonprofit organization located in Newport Beach, Calif. dedicated to finding a cure for Duchenne, the most common and most lethal form of muscular dystrophy. Duchenne affects more than 300,000 boys worldwide. The funds CureDuchenne raises support the most promising research projects aimed at treating and curing the disease with the help of its distinguished panel of Scientific Advisors from around the world. To date, seven research projects have made their way into human clinical trials with support from CureDuchenne. This accelerated push to move research from the lab into clinical trials could save the lives of those afflicted and give them hope for halting the progress of the disease. Very few health-related nonprofits have been as successful in being a catalyst for human clinical trials.