Celebrity Diseases: The Queen of Cause Marketing

When Katie Couric wanted to bring national attention to colon cancer, she turned to an expert--Lisa Paulsen. It isn't that Paulsen is an expert on the disease, although she's learning fast. Her real skill, as president and CEO of the nonprofit Entertainment Industry Foundation, is raising public consciousness--and money--by using some of the biggest names in show business to focus public attention.

Over the years, E.I.F. has funneled more than $140 million to various charitable causes, and lately it has been targeting health initiatives, like a $20 million fund-raising campaign to support breast-cancer research. Leveraging the power of celebrity to fight...

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