Whether she's seen in her popular drama The O.C. or on glossy magazine pages as Neutrogena's new face, Mischa Barton is one of the hottest forces in the entertainment industry. In her newest role as an Entertainment Industry Foundation ambassador, she joins the fight against breast cancer as the star of the QVC Presents "FFANY Shoes On Sale" public service announcements to be featured in leading fashion magazines.

"All of us have felt the impact of breast cancer in some way," says Barton. "This disease not only affects the victim, but her family and friends as well. I am honored to help the Entertainment Industry Foundation, QVC and the Fashion Footwear Charitable Foundation in raising the profile on ways to prevent this disease, and hope my efforts contribute to bringing a cure that much closer."

The eleventh annual QVC Presents "FFANY Shoes on Sale" with the Entertainment Industry Foundation (EIF) will be broadcast live on QVC Wednesday, October 20 (7:00 p.m. - 10:00 p.m., ET), and will feature designer shoes at half the suggested retail value to benefit breast cancer research and education programs, including EIF's Women's Cancer Research Fund. Over the past decade, the televised fundraiser has sold in excess of 950,000 shoes and has raised more than $16 million for the cause.

"We are thrilled that Mischa has lent her time and support for this very important event," says Karen Giberson, special events director, QVC. "We believe that her efforts on this campaign will help educate people from all age groups about breast cancer and how they can contribute to finding a cure."

Mischa joins other famous faces that have previously supported this important breast cancer event, serving as Entertainment Industry Foundation ambassadors, including: Kristin Davis, Angela Bassett and Candice Bergen.

The Fashion Footwear Charitable Foundation was created to support ongoing research and education programs in the fight against breast cancer and is supported by members of the Fashion Footwear Association of New York (FFANY). Donated footwear is sold on live television during the Fashion Footwear Charitable Foundation's annual charity benefit, QVC Presents "FFANY Shoes on Sale." Net proceeds are distributed directly to cancer research facilities across the United States. The Fashion Footwear Charitable Foundation makes its home at 1414 6th Avenue, Suite 203, New York, NY 10019.

QVC, Inc., a $5 billion company, is an e-commerce leader, marketing a wide variety of brand name products in such categories as home furnishings, licensed products, fashion, beauty, electronics and fine jewelry. QVC reaches over 85 million homes in the United States. Other divisions/subsidiaries include QVC.com, Q Direct, Q Records and Video, QVC @, QVC Local, QVC ProductWorks. The QVC Studio Tour is located at the company's world headquarters in West Chester, Pa.

The Women's Cancer Research Fund, a program of the Entertainment Industry Foundation, was established by Kelly Chapman Meyer, Anne Douglas, Quinn Ezralow, Marion Laurie and Jamie Tisch. The Women's Cancer Research Fund supports innovative research, education, and outreach directed at the development of more effective approaches to the early diagnosis, treatment and prevention of all women's cancer.

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.

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CONTACT

Judi Ketcik
Vice President, Communications
Entertainment Industry Foundation
11132 Ventura Boulevard, Suite 401
Studio City, CA 91604
Phone: 818-760-7722 ex. 2649
Fax: 818-760-0864
jketcik@eifoundation.org