Samsung Launches European Breast Cancer Awareness Day

http://www.businesswire.com/news/home/20091014006115/en

LONDON--(Business Wire)--
EMBARGOED UNTIL 8AM (UK TIME), 7AM CET ON THURSDAY 15TH OCTOBER 2009

Today, Samsung launches its very first European Breast Cancer Awareness Day with
a star-studded celebratory Afternoon Tea event at the UK`s Westfield London -
Europe`s largest shopping centre. The event is a celebration of its
European-wide breast cancer awareness campaign `www.morethantalk.eu` and will be
headlined by award winning mezzo-soprano Katherine Jenkins.

The date, 15.10.09, is the culmination of Samsung`s `More Than Talk` campaign,
an online initiative which has already reached thousands of women in Europe. The
message featured throughout this campaign is `Everybody`s Doing It: 15.10.09`.
On this date, women all over Europe will be encouraged to be more breast aware.
By visiting www.morethantalk.eu, they can access an instant community of support
and advice created by Samsung, dedicated entirely to breast cancer care and
prevention.

The Samsung Pink Ribbon event will begin at 3pm on 15.10.09 with an
invitation-only Afternoon Tea. Guests from the participating European countries
will attend the event, including celebrity breast cancer supporters, European
press and the women who star in Samsung`s `More Than Talk` campaign - all of
whom have been affected by breast cancer. The celebration will take place at the
Samsung Pink Ribbon Pop-Up and an Afternoon Tea of traditional British tea,
scones and cakes will be served in a magical, Wonderland inspired garden
setting.

Katherine Jenkins, the word famous mezzo-soprano and the first female artist to
have two number ones albums in the same year will sing live at the event.
Katherine is a keen advocate of breast cancer awareness and commented: "Breast
cancer touches women of all ages and it is vital that as many people as possible
are encouraged to help fight the disease. The work that breast cancer charities
do is crucial to raise awareness and I am an active supporter of these
initiatives."

BBC television presenter Caroline Feraday has pledged her time to MC the event,
as her own contribution to breast cancer awareness.

Mr Sang Heung Shin, President and CEO of Samsung Electronics Europe, said: "As a
brand we have a strong worldwide presence and it is so important that we use our
global influence to support European breast cancer charities. Through Samsung`s
European Breast Cancer Awareness Day we strive to reach 400,000 women in Europe
and encourage them to fight breast cancer through awareness and understanding."

Breast cancer charities face a constant battle to increase awareness and raise
sufficient funding. In 2008, Samsung donated $3 million to European breast
cancer charities and announced a multi-million dollar five year pledge to
further support the battle against breast cancer.

In 2009, as well as raising funds, Samsung has focused on the prevention of
breast cancer through knowledge, campaigning and awareness. www.morethantalk.eu,
which launched in September 2009, has already provided this on an unprecedented
scale.

In a history making move, `Everybody`s Doing It`, the viral created for the
campaign, is now playing in one of the world`s biggest and most famous outdoor
advertising screens, the Samsung screen in London`s Piccadilly Circus. This is
the first time that both a charity campaign and a campaign featuring real women
who are not models or actresses, has played to such a huge public audience on
the Samsung screen.

Working with Susan G. Komen for the Cure

To spread the word even further, Samsung is working closely with local breast
cancer charities and on a European level with Susan G. Komen for the Cure, the
largest breast cancer advocacy organisation in the world. Samsung and Susan G.
Komen for the Cure announced their European partnership in November 2008.

Susan Carter Johns, Komen vice president and chief of staff at Susan G. Komen
for the Cure said: "The Samsung initiative with Susan G. Komen for the Cure is
tackling the big issues in breast cancer in Europe and around the world, with
meaningful education and support for important breast cancer programmes.

"Almost half a million women and men worldwide will die of breast cancer this
year alone, making it vital to continue the important work that Samsung, Komen,
governments and non-governmental organisations have begun."

Samsung`s Pink Ribbon Pop-Up as an information centre for the public

From the 16th until the 18th October, the Samsung Pink Ribbon Pop-Up garden will
be transformed into a shopping haven and breast cancer information centre for
everyone to visit.

A specially created Tree Of Life will stand at the entrance to the Samsung Pink
Ribbon Pop-Up. Pink paper ribbons with pencils will be made available, inviting
visitors to scribble thoughts, ideas and pledges to tie round the blossomed
branches. Visitors can also write and share pledges to help raise awareness of
breast cancer.

Passers-by will also find a garden with comfortable sofas inviting them to sit,
relax and talk with friends, with complimentary loose-leaf Chinese tea and iced
pink cupcakes.

Representatives from Breakthrough Breast Cancer will be present throughout the
weekend to offer information and advice.

Visitors to the Samsung Pink Ribbon Pop-Up will be able to try out Pink Ribbon
products from Samsung, including the Samsung N130 laptop and Samsung Tocco Lite
White phone available at selected stores in Westfield London, with £10 from each
mobile or notebook sold going to Breakthrough Breast Cancer.

Samsung`s support for breast cancer charities began in The Netherlands in 2006.
By 2007 another eight participating countries had joined the campaign and in
2008 this number grew to 17 participating countries. Funds were raised through
mobile phone sales and through other activities such as collection boxes and
sponsorship.

For more information on Samsung`s support for breast cancer charities in Europe,
click on: www.morethantalk.eu

For further information on Susan G. Komen for the Cure please visit
www.komen.org.

Note to Editors:

Celebrities who are attending the Samsung Pink Ribbon Afternoon Tea on 15th
October 2009 include

Mel B, Denise Van Outen, Camilla Rutherford, Jamelia, Jasmine Guiness and Henry
Conway. For a full update on expected celebrity guests please contact Miki
Haines-Sanger or Felicity Hardingham at Golden Goose PR on + 44 207 376 0070 or
+ 44 7900 690 574 / + 44 774 744 5898.

Samsung Breast Cancer Charity
Austria Austrian Breast Cancer League
Belgium Think Pink
Bosnia Women`s Health Empowerment Programme
Croatia Europa Donna
Finland Roosa Nauha
France Le cancer du sein, parlons-en
Germany Susan G. Komen Deutschland e.V.
Greece Hellenic Association of Women with Breast Cancer
Hungary Cancer League
Italy Susan G. Komen Italia
Montenegro To be confirmed
Netherlands Pink Ribbon Foundation
Poland Amazonki Foundation
Portugal Laço Association
Romania Renasterea Foundation
Serbia Rebracafond
Slovenia Europa Donna
Spain FECMA
Switzerland Swiss Cancer League
UK Breakthrough Breast Cancer

About Samsung Electronics

Samsung Electronics Co., Ltd. is a global leader in semiconductor,
telecommunication, digital media and digital convergence technologies with 2008
consolidated sales of US$96 billion. Employing approximately 164,600 people in
179 offices in 61 countries, the company consists of two business units: Digital
Media & Communications and Device solution. Recognized as one of the fastest
growing global brands, Samsung Electronics is a leading producer of digital TVs,
memory chips, mobile phones and TFT-LCDs. For more information, please visit
www.samsung.com

About the Susan G. Komen for the Cure Global Promise Fund

The Susan G. Komen for the Cure Global Promise Fund is dedicated to reaching
underserved people in areas where breast cancer death rates are highest by
increasing breast health awareness; improving access to detection and treatment;
recruiting and funding medical staff; providing services to breast cancer
survivors and their families, and recruiting and training lay ambassadors to
promote breast cancer awareness and treatment messages in underserved areas
around the globe. U.S.-based Komen for the Cure is the leading breast cancer
advocacy organization, providing almost $1.5 billion to research, awareness and
support programs for women worldwide.

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Helen Farrier
Samsung Electronics Europe
+44 (0) 1932 455692
Helen.Farrier@samsung.com

Copyright Business Wire 2009