Olympus makes donation to EIF's NCCRA to help advance colon cancer research

Los Angeles, CA (October 18, 2005) - Dennis Quaid encourages Americans over the age of 50 to get screened for colorectal cancer -- which is highly preventable with appropriate screening -- in a new public service announcement jointly created by the Entertainment Industry Foundation's National Colorectal Cancer Research Alliance (EIF's NCCRA) and Olympus, the camera manufacturer and a corporate supporter of the NCCRA.

"You might look and feel fine, but once you turn 50, you need to get screened for colon cancer," Quaid says in the PSA. "I did."

"Colon cancer was a taboo subject until recently," Quaid noted. "In the last five years, Katie Couric, the Entertainment Industry Foundation and other groups have really changed public behavior about getting screened. I figured if Katie could have her colonoscopy broadcast on national television, I could speak out about having one. Hopefully, other baby boomers will talk to their doctors about it and get tested for this highly preventable disease."

Colorectal cancer is the #2 cancer killer of men and women in the U.S. There are approximately 145, 000 new cases of colon cancer and 56,000 deaths in the US each year.

Colorectal cancer is often preventable and 90 percent curable if detected early. The U.S. Centers for Disease Control and Prevention and other medical organizations recommend that most people begin colorectal screenings at the age of 50. However, if you are at high risk of developing colon cancer due to symptoms or family history, preventive screenings may be suggested at a younger age. You should consult your physician about your personal risk factors and when you should be screened.

As part of their ongoing awareness effort, Olympus will donate 5% of the manufacturer's retail price of all Stylus digital cameras sold (up to $500,000) to EIF's NCCRA.

Olympus has been a long-term donor to EIF's NCCRA and, through its sponsorship of Olympus Fashion Week, has helped engage the fashion industry in order to bring more attention to colon cancer prevention, especially for women who often underestimate their risk for colon cancer.

The NCCRA was co-founded by journalist Katie Couric, cancer activist Lilly Tartikoff, and the Entertainment Industry Foundation. Ms. Couric has appeared in several PSAs to educate people on ways to prevent and successfully treat this disease. The most recent one was a print PSA, part of a Centers for Disease Control/ NCCRA collaboration, that asked consumers "Are you the picture of health?"

Quaid's campaign poses the same question, emphasizing that colorectal cancer often has no symptoms. That's why screening is key.

Other celebrities who have participated in PSAs to support EIF's NCCRA include Colin Farrell, Dennis Franz, Morgan Freeman, Heidi Klum, Mandy Moore, Ray Romano, Judge Judy Sheindlin; and the "Peanuts" characters on behalf of the late Charles Schultz. Additionally, a host of other actors and recording artists have lent their support by performing in fundraising events for the cause.

About EIF's NCCRA
EIF's NCCRA is dedicated to the eradication of colon cancer by promoting education about the importance of early medical screening and funding cutting-edge research to develop better tests, treatments and, ultimately, a cure. The NCCRA was co-founded by journalist Katie Couric, cancer activist Lilly Tartikoff, and the Entertainment Industry Foundation. As a result of the attention EIF's NCCRA and NBC's TODAY show have focused on colorectal cancer, the number of colonoscopy screenings has increased almost 20% since March 2000. Researchers at the University of Michigan have dubbed this the "Couric Effect." For more information, visit www.eif.nccra.org.

About the Entertainment Industry Foundation
As the philanthropic leader of the entertainment industry, the Entertainment Industry Foundation has distributed hundreds of millions of dollars - and provided countless volunteer hours - to support charitable initiatives addressing some of the most critical issues facing society today. For more information, visit www.eifoundation.org.

About Olympus
Olympus is a precision technology leader, designing and delivering innovative solutions in healthcare and consumer electronics worldwide.

Olympus works collaboratively with its customers and its parent company, Tokyo-based Olympus Corporation, to leverage R&D investment in precision technology and manufacturing processes across diverse business lines.

These include:

• Digital and film cameras and digital voice recorders.
• Gastrointestinal endoscopes, accessories, and minimally invasive surgical products;
• Advanced clinical and research microscopes; and
• Lab automation systems, chemistry-immuno and blood bank analyzers and reagents.

In the U. S. and Canada, Olympus serves healthcare, scientific and commercial laboratory markets with integrated product solutions and financial, educational and consulting services that help customers efficiently, reliably, safely, and easily achieve superior results. Olympus is the leader in gastrointestinal endoscopy and clinical and educational microscopes. The company's market-leading consumer electronics business spans North and South America. For more information, visit www.olympusamerica.com

Click here to view the PSA

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CONTACT:

Judi Ketcik
Entertainment Industry Foundation
818-505-2649

Chris Sluka Olympus 631-844-5321