A motorbike ride through the D.C. area will raise awareness for the free, mobile cancer screening service.
Philanthropy has been essential to the DNA of the cosmetic brand Kiehl’s since it opened as a pharmacy in Manhattan in 1851. In 2010, it started the LifeRide for amfAR, to raise funds and increase awareness of the American Foundation for AIDS Research. The LifeRide is an annual motorcycle trip through major US cities, with events at Kiehl’s stores along the way.
This year, Kiehl’s is adding a twist to the concept with the new LifeRide for the GW Mammovan. On March 30th and March 31st, Kiehl’s USA’s President, Chris Salgardo, will lead a group of motorcyclists as they ride through the DC area, stopping at various locations where there will be free facials and hand massages, discounts on cosmetics, and, most importantly, opportunities to learn more about mammograms and breast health from Dr Rachel Brem.
Brem is Director of the Breast Imaging and Interventional Center at George Washington University. GW began the Mobile Mammography Project twenty years ago, with the aim of making early detection of breast cancer available to all DC-area women, independently of their ability to pay. “I am delighted and extremely grateful that Kiehl’s is partnering with the George Washington Mammovan,” Brem says. “The generosity of Kiehl’s will allow women to have free life-saving mammograms, and will allow for the diagnosis of early, curable breast cancer.”
The two-day event will culminate in a celebration at the Kiehl’s at 3100 M Street, where the $100,000 donation from Kiehl’s to the Mammovan will officially be announced. “Our LifeRide project has been a way of making noise—with the motorcyles, with the press, with our customers—about a cause that we passionately believe in and support,” said Salgardo, in a press release. “Breast cancer is something that unfortunately touches everyone, and ever since meeting Dr Brem, and learning about The Mammovan’s work in DC, I’ve been looking for a way for Kiehl’s to help. Expanding our LifeRide project made perfect sense – the Mammovan already goes on the road to reach its customers, and Kiehle’s LifeRide for the Mammogram will join it.”