Holland America Line Takes the Fight Against Breast Cancer to the High Seas with On Deck for the Cure

SEATTLE — Holland America Line and the Holland America Line Foundation are taking the fight against breast cancer to the high seas with On Deck for the Cure™, an onboard, noncompetitive 5K fitness walk to raise money for the Susan G. Komen Breast Cancer Foundation.

On April 1, On Deck for the Cure will officially begin rolling out across the entire Holland America Line fleet, with approximately 500 On Deck for the Cure walks taking place on Holland America Line cruises worldwide in the year ahead. Guests will receive an in-room invitation to the event suggesting a $15 donation to the Holland America Line Foundation. Then participants simply put their sea legs to good use by walking around the ship's deck for a total of five kilometers. Depending on the ship, guests may choose to walk up to 12 laps to reach 5K. Each participant receives an On Deck for the Cure T-shirt and Komen "Sharing the Promise" pink ribbon wristband as well as an invitation to a pink lemonade reception following the walk.

"This partnership is the first of its kind in the cruise industry and one of the best ways that Holland America Line and our guests can collectively combine resources to support a great organization and an extremely worthy cause," says Stein Kruse, president and chief executive officer of Holland America Line. "We are proud to launch On Deck for the Cure and very excited that our guests and crew have already embraced the project on the four preliminary events we've held in February. On Deck for the Cure is a simple, yet creative way to encourage our guests to contribute to a great cause, while participating in a fun and rewarding onboard activity."

With 500 walks taking place aboard Holland America Line's 13 ships, the Holland America Line Foundation will raise a minimum of $250,000 annually for the Susan G. Komen Breast Cancer Foundation. The Holland America Line Foundation will donate 75 percent, or a minimum of $11.25 of each $15 donation, to the Komen Foundation.

"The Komen Foundation is proud to partner with Holland America Line on this exciting and innovative cause related marketing program," says Patrice Tosi, acting chief executive officer of the Susan G. Komen Breast Cancer Foundation. "More than 40,000 women and men are expected to die of breast cancer in 2006, and On Deck for the Cure offers a meaningful and fun opportunity for a large number of individuals to engage in the fight against the disease. The support of partners like Holland America Line increases the Komen Foundation's ability to fund research and community outreach programs, educate consumers about a variety of breast cancer issues and encourage consumer activism."

On Deck for the Cure, presented by the Holland America Line Foundation, builds upon Holland America Line's existing charitable programs including cash sponsorships, in-kind shipboard events, free and reduced-fare cruise programs for nonprofit fund-raising events, United Way participation and other philanthropic activities.

For information about sailing dates and cruise destinations, contact a travel agent or call Holland America Line at (877) SAIL-HAL or visit www.hollandamerica.com.

This article originally appeared in the March 2006 issue of HME Business.

The Key to Patient Engagement