From: be.ology
Published: Wed Aug 01 2007

Although rates of breast cancer-related deaths have decreased over the years, the need to continue building awareness and eventually finding a cure is as great as ever. be.ology™ Clothing announced that it will partner with Bright Pink (, a unique resource providing support to young women at high risk for breast and ovarian cancer. The company will introduce its be.bright shirt in August in time for October and Breast Cancer Awareness Month. A portion of proceeds will go to the Bright Pink Organization.

Founded by Lindsay Avner, 24, who opted to have a bilateral prophylactic mastectomy after testing positive for the BRCA 1 gene, Bright Pink offers education and support to high risk young women facing breast cancer and ovarian cancer and arms them with knowledge, a great attitude, companionship and empathy during their journey. The organization’s goal is to empower women to take control of their breast and ovarian health and, in turn, achieve freedom and peace of mind to live a beautiful and fulfilling life.

"Lindsay is a dynamic person with an effervescent smile. She embodies everything be.ology stands for," said Linda Horwitz, Co-founder of be.ology. "The organizations are based on a common mission to make the world a better place for all people through spreading positive energy and conducting proactive work for healing. This partnership is a natural fit."

Lindsay Avner is a well-known national advocate in involving young people in the fight against breast cancer. Her mother is a breast and ovarian cancer survivor, and Lindsay lost her grandmother and great-grandmother to breast cancer before she was born. Out of gratitude for her mother’s survival Lindsay contacted the Komen Affiliate in Columbus, Ohio to get involved and founded the first ever Race for the Cure® High School Team Challenge. The challenge eventually spread to over 35 schools in Columbus, then to more than 60 other affiliates, including Greece, Italy and Germany. Today, it is one of only a few model programs at the Susan G. Komen For The Cure Foundation.

The be.bright shirt will be available, initially, on and eventually through a variety of retailers across the country.

"Since I created Bright Pink it has been amazing how many opportunities continue to develop to support the organization’s mission," said Avner. "My goal is to educate women on breast and ovarian cancers. be.ology’s involvement will help us get the word out about Bright Pink and its resources but continue to be a reminder to all about the importance of breast and ovarian health."

"Lindsay’s creation of an organization that focuses on prevention and early detection, paired with the intention of healing and carrying positive energy, gives us all hope that there is truly a "bright" light at the end of that tunnel, for those at risk for and who are diagnosed with breast and ovarian cancers," said Horwitz.

be.ology™ was created by lifelong friends, Linda Horwitz and Ali Smetana, to fulfill a common dream held since childhood – to make the world a better place. Through the spreading of positive thoughts, words, and energy they hope to initiate a movement of compassion, acceptance, and empowerment. Being your best, accepting who you are, hoping for the best of others, and seeing the good in all places is be.ology – the art of

The company recently launched its be.charitable line of shirts, creating an avenue for people to express compassion and inspire acts of kindness. "We know that positive thinking creates positive energy which can boost overall healing and self-esteem," said Smetana, Co-founder be.ology. "It’s logical that we would eventually develop a line of shirts that empowers people to believe in the possibilities of health and self-healing, and inspires people to support these organizations by purchasing a be.ology tee."

About Bright Pink
Lindsay Avner lives in Chicago, IL and remains a committed activist and role model for other high risk young women. She is a member of the Susan G. Komen for the Cure Young Women's National Advisory Council and her contagious enthusiasm and passion to educate others continues to inspire thousands other women to be proactive with their health. Her determination to bring Bright Pink to life led her to develop a highly influential board of directors with representatives from Coldwater Creek, Limited Brands, Unilever, American Eagle Outfitters and Northwestern University. Lindsay’s story has been profiled in the Chicago Tribune, NY Post, "Today Show", "Inside Edition", Cosmopolitan Magazine, and on CNN. Visit

About be.ology™
Located in Northbrook, IL, be.ology™ was created by lifelong friends Alison Smetana and Linda Horwitz to fulfill a common hope to make the world a better place through the mind-body connection and using the power of positive thinking. The duo is dedicated to spreading positive thoughts, words and energy to initiate a movement of compassion, acceptance and empowerment in the world. be.ology offers top of the line fashionable shirts, coffee mugs, blankets and soy candles with powerful and positive messages to change lives and the world. The company has built its line of shirts in conjunction with research supporting the impact of these simple words of empowerment on human state-of-mind and overall health. Visit or


Jennifer Fortney
Company: be.ology
Contact Name: Jfortney
Contact Email:
Contact Phone: 773-529-7547

Visit website »