The Bold and the Beautiful to Receive First Prism LUNGevity Award

FOR IMMEDIATE RELEASE

Los Angeles (April 15, 20011) -- The CBS daytime television series The Bold and the Beautiful will receive the inaugural PRISM LUNGevity Award at the 15th Annual PRISM Awards presented by the Entertainment Industries Council, Inc. on Thursday, April 28, at the Beverly Hills Hotel. The series is being honored for its authentic portrayal of lung cancer.

The new award was created in partnership with LUNGevity Foundation to encourage accurate depictions of lung cancer – its diagnosis, symptoms, effects, and treatment - in movies and television programs.  In 2010, The Bold and the Beautiful introduced a continuing storyline dealing with the character of Stephanie who is diagnosed with Stage 4 lung cancer and is undergoing treatments.

LUNGevity Foundation (www.lungevity.org.) is a leading funder of lung cancer research and the nation’s largest grass roots lung cancer organization.  Its CEO, Andrea Ferris, said she “is truly grateful that the entertainment industry is helping people understand the reality of lung cancer. Lung cancer is the nation’s leading cancer killer and is one of the least funded. It is a devastating disease that can afflict anyone, regardless of smoking history, gender, or ethnicity.  Accurately portraying lung cancer through the entertainment industry can be enormously helpful in raising awareness and providing answers for the 200,000 people diagnosed each year as well as their families and friends.  It will also hopefully help drive resources into funding scientific research.”

In addition to the awards ceremony, a magazine format telecast will air on FX, National Geographic Channel, ReelzChannel, E! On Demand, and other networks on September 25th, and will be featured at a special Capitol Hill Showcase in Washington, DC in September as a celebration of National Recovery Month. Variety and The Hollywood Reporter are media partners for the PRISM Awards, which are presented in collaboration with the Substance Abuse and Mental Health Services Administration and the FX Network.

About Entertainment Industries Council

EIC, a non-profit organization, was founded in 1983 by leaders of the entertainment industry to bring the power of the industry to bear on communication about health and social issues. The organization is considered to be the chief pioneer of entertainment advocacy outreach and one of the premiere success stories in the field of entertainment education and information resources for entertainment creators, through innovative and time-proven services and methods of “encouraging the art of making a difference” from within the entertainment industry. EIC also produces the simulcast national television special PRISM Awards Showcase which addresses issues such as drug, alcohol, and tobacco use and addiction; as well as mental health and mental illness, including bipolar disorder, depression and suicide.

EIC also addresses issues such as; firearm safety and injury prevention; sun safety and skin cancer prevention; human trafficking; terrorism and homeland security; eating disorders, obesity and diabetes; seat belt use and traffic safety; foster care; women’s health; and HIV/AIDS prevention. It has also launched an initiative to increase the public profile and interest in science, engineering and technology.

About FX Network

FX is the flagship general entertainment basic cable network from Fox. Launched in June of 1994, FX is carried in more than 94 million homes. The diverse schedule includes an award- winning roster of distinctive original series, an established film library with box-office hits from 20th Century Fox and other major studios and an impressive roster of acquired hit series.

About LUNGevity Foundation

The mission of LUNGevity Foundation is to have a meaningful and immediate impact on improving lung cancer survival rates, ensure a higher quality of life for lung cancer patients, and provide a community for those impacted by lung cancer. In order to accomplish its mission, LUNGevity funds the most promising research into the early detection and successful treatment of lung cancer as identified by its board of leading scientists. LUNGevity also supports the largest national grassroots lung cancer network.

LUNGevity seeks to inspire the nation to commit to ending lung cancer. For more information, please visit www.lungevity.org.