Thursday, June 18, 2009
Anthem Blue Cross Blue Shield: A refreshing effort
LemonAid, a fundraiser that kicks off in Roanoke next month, assists young cancer patients.
Courtesy of Anthem
Jeanne Wolkiewicz participated in Anthem's LemonAid fundraiser last summer in Richmond. The initiative, a fundraiser for the Children's Miracle Network, will be held July 17-19 in Roanoke.
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If a hot summer day and a cute face aren't enough to persuade you to purchase a $1 cup of lemonade next month, then the good cause behind the refreshment may be the ultimate selling point.
On July 17-19, Anthem Blue Cross Blue Shield will host its first LemonAid fundraiser in Roanoke.
The Anthem fundraiser started in Richmond eight years ago, with youngsters setting up stands and selling lemonade to help young cancer patients in the Richmond community.
"We got a positive response not only from those in Richmond but from Anthem newsletter recipients in Roanoke as well," said Anthem spokesman Scott Golden.
The enthusiasm generated by LemonAid prompted Anthem to extend the fundraiser to two new locations, Roanoke and Hampton Roads, he said.
"In Richmond, we have been very successful. The first year we started out with 100 stands. Last year we had more than 750 stands and raised $110,000," Golden said.
All proceeds from the fundraiser benefit Anthem's charity organization, Children's Miracle Network.
Because LemonAid specifically helps children with cancer, the money raised will go towards the charity's Cure Kids Cancer coalition, which is focused on providing quality oncology treatment to children within their own communities, said CMN's Roanoke-based director of community services, Erin Hildreth.
In Roanoke's case, the LemonAid proceeds will serve the 200-plus cancer patients who are currently being treated at Carilion Roanoke Memorial Hospital, Hildreth said.
One of those patients, 8-year-old Allyson McClellan, will serve as the fundraiser's spokesperson. A second-grader at Cloverdale Elementary and a two-time cancer patient, Allyson will be the taste-tester for lemonades being served by downtown restaurants throughout the event.
Nine downtown restaurants have signed up to serve their own special flavor of lemonade July 12-20 and donate all proceeds to the LemonAid cause.
Hildreth expects the number of participants to grow as awareness of LemonAid spreads. "So far we just have a handful of kids signed up. But we're hoping to have at least 200 stands. That's our goal," she said.
In an effort to spread awareness, Allyson and 94.9 Star Country's morning radio show hosts Robynn James and Brett Sharp will host a lemonade stand at Ukrop's off Franklin Road on July 16.
That day the lemonade will be free. "It will give others a last-minute chance to sign up before the big weekend," Hildreth said.
Allyson's mother, Michelle McClellan, said she is optimistic people will come out and support the event.
"Summertime's the perfect time for lemonade," she said. "Why not for a good cause?"
