For Immediate Release
April 2, 2009

BUFFALO, NY – Here’s one piece of luggage that shouldn’t get lost – a take-home health message from Roswell Park Cancer Institute (RPCI) for Buffalo Niagara International Airport (BNIA) travelers.

Now, airport travelers will find tips and advice on how to reduce their risk for cancer while they wait for their luggage.

Colorful floor graphics with whimsical messages that will change each month have been strategically placed around the BNIA luggage carousels. The concept was the brainchild of Laurel DiBrog, Vice President of the Department of Marketing, Planning and Public Affairs, RPCI.

“Communications can be a powerful tool in the fight against cancer. These simple, direct messages raise awareness and provide motivation for travelers to reduce their risk for this disease,” said Judy Smith, MD, Medical Director, RPCI. “Roswell Park is a respected source of cancer information and we hope these ever-changing graphics will positively influence the health behaviors of travelers.”

The unique, compelling messages are very different from other types of marketing and have the ability to creatively influence both business and leisure travelers. Passengers have time to pause while they wait for their luggage, which gives Roswell Park the opportunity to deliver key educational messages about cancer prevention.

Information and education are vital in promoting healthy lifestyle choices. These short, positive, timely messages give travelers of all ages easy steps they can take to help prevent cancers of all types. While anyone can develop cancer, scientific evidence suggests that about one-third of all cancer deaths could be prevented with healthy lifestyle choices.

DiBrog added, “Roswell Park, a pioneer in cancer research and treatment for more than 100 years, is now pioneering new communications tools to reach travelers as they navigate the airport.”

Roswell Park Cancer Institute, founded in 1898, is the nation’s first cancer research, treatment and education center. The Institute was one of the first cancer centers in the country to be named a National Cancer Institute-designated comprehensive cancer center and remains the only facility with this designation in Upstate New York. RPCI is a member of the prestigious National Comprehensive Cancer Network, an alliance of the nation’s leading cancer centers; maintains affiliate sites; and is a partner in national and international collaborative programs. For more information, visit RPCI’s website at http://www.roswellpark.org, call 1-877-ASK-RPCI (1-877-275-7724) or email askrpci@roswellpark.org.

-30-