The South Florida Cancer Association's Second Annual Event to Support the end of Childhood Cancer

July 11, 2012 - PRLog -- During the months of June and July, Toys"R"Us, launched an
in-store and online fundraising and awareness campaign benefiting Alex's Lemonade
Stand Foundation (ALSF), a non-profit organization dedicated to finding better
treatments and – ultimately – a cure for childhood cancer. To ensure its success in
South Florida, Toys"R"Us and Alex's Lemonade Stand Foundation partnered with the
South Florida Cancer Association (SFLCA).

Alexandra "Alex" Scott was diagnosed with a rare form of cancer before her first
birthday. At 4 years old and driven by the motto, "When life hands you lemons, make
lemonade," Alex decided to host a front-yard lemonade stand to raise money to help
kids like her. This call-to-action rallied family, friends and neighbors in her support
and became an annual event. Before she died in 2004 at the age of 8, Alex raised $1
million through lemonade stands hosted in her name across the country.

In 2005, Alex's parents, Liz and Jay Scott, established ALSF in her honor and, today,
the organization continues to encourage kids to work toward Alex's mission to find a
cure for all children with cancer. To date, Alex's legacy has helped raise $40 million,
showing that a small child's big dream can make a significant impact.

"The story of Alex Scott and her determination to help other kids with cancer through
the simple act of hosting a lemonade stand in her front yard, is an inspiration to
everyone" said Eddie Dutton, Executive Director of the South Florida Cancer
Association. "By partnering with Alex's Lemonade Stand Foundation and
Toys"R"Us, we hope to encourage kids and families in South Florida to join the fight
against pediatric cancer, building on Alex's legacy of helping kids when they need it
most. Many are unaware that cancer is the number two cause of death for children or,
that in 2006 and 2007, a study conducted by the Florida Department of Health found
that South Florida had more than twice as many childhood brain tumors and cancers
as would be expected in that size population. Our residents need to be aware that
cancer isn't just something that afflicts adults, but also those most precious to us."

Founded in March of 2008, the South Florida Cancer Association (SFLCA) provides
cancer-related information, assistance, and support to the underserved communities
of South Florida. The SFLCA educates and promotes public awareness about the
risks of cancer, its prevention, screening and treatment, guidelines and methods for
managing cancer, and life after cancer. We provide financial assistance to those with
an inability to pay for screening or treatment and insure that cancer patients have
reliable transportation to and from treatment. Our service area encompasses 16
counties in South Florida but we have provided assistance to patients in 33 of the 67
Florida counties and have extended our services to patients in 11 states.

The SFLCA's website provides cancer-related information to almost a 1,000 viewers
each day. Over 70 colleges and universities in 33 countries have relied upon our site
for facts about cancer and its effect on South Florida. To date, over 170 people
diagnosed with cancer were provided treatment at little or no cost. Cancer patients in
need of transportation received it. In April of 2010, the SFLCA assumed sponsorship
of "A Movement, Breath and Self-care Group for people with Lymphedema" in Boca
Raton. This group meets monthly and provides support to 49 breast cancer survivors
suffering from this incurable and debilitating malady. Since its inception, SFLCA's
Project SCREEN has provided over 3,300 women residing in Miami-Dade and
Monroe Counties with early detection breast cancer screening. To assist us in our
endeavors we are connected to, or associated with, almost 400 resources at the
National, State, Regional, and Local levels.

As one of the largest organizations of its kind in the State of Florida, under the
Florida Department of Health, the SFLCA belongs to the Southeast and Southwest
Florida Cancer Control Collaboratives as well as the South Florida Community
Cancer Council, the Florida Association of Free Clinics, the American Cancer
Society's Lifeline Transportation Coalition, the Health Promotion and Disease
Prevention Committee of the Consortium for a Healthier Miami-Dade, the
Community Leadership Board of the Disparities & Community Outreach Core under
University of Miami Healthcare. Our director is the South Florida Facilitator for the
Lifeline Transportation Program, as well as actively engaged with the Monroe
County, Florida, Board for the Transportation Disadvantaged. The National Brain
Tumor Society recognizes the SFLCA as the only Minority Cancer Organization in
Florida.

South Florida has areas known as cancer clusters where the rates of cancer are much
higher than can otherwise be accounted for. Unfortunately, the one incident rate of
cancer that stands out above all others is that of childhood cancer. The SFLCA works
with ALSF and Toys'R'Us to see an end to all childhood cancers.