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COLOR OF COURAGE PRODUCTS - St. Jude Children's Research Hospital

Color of Courage If courage was a color, what would it look like? We asked kids all over the country what Crayola hue best illustrated the spirit of courage, and the results are in. The Color of Courage is...drum roll, please...

Easton, Pa., October 31, 2008 — Kids are always looking for a little courage. Courage to help them climb their first tree, get through their first day of school, or ask a new If courage was a color, what would it look like?

The newest shade to take its place in the famous Crayola 64 Box—Courage—was chosen by kids in an online survey. The survey asked, “If courage was a color, what color would it be?” Kids across America chose Scarlet as the hue to represent courage — the first Crayola color named after a character trait. In this case, a trait representing the spirit of a child battling a life-threatening illness.

In conjunction with the St. Jude Thanks and Giving campaign that raises awareness and money to support St. Jude, Crayola will be including Courage in specially-marked 50th Birthday 64 Boxes of crayons, Pip-Squeaks Skinnies markers and colored pencils. A contribution of $150,000 will be made to St. Jude.

Since 1962, St. Jude has been advancing cures for pediatric cancer and other catastrophic diseases through research and treatment. The annual Thanks and Giving campaign involves retailers, businesses, and a number of celebrities across America who ask for the public’s help in finding cures and saving children.

“We’re thrilled that Crayola has created a color called “Courage” in honor of the spirit of the brave children of St. Jude who courageously fight serious illnesses every day,” says Marlo Thomas, national outreach director for St. Jude Children’s Research Hospital. “How great that healthy kids will be helping sick kids with each purchase of a Crayola 64 box of crayons, markers or pencils. The St. Jude family is so happy to welcome Crayola and the children who will draw pictures with “Courage” and help remind everyone to be thankful for the healthy kids in our lives and give to those who are not.”

Although it’s Crayola’s most meaningful color, Courage isn’t the only new hue to be invited to take up residence in the Crayola 64 Box this year. To celebrate the 50th birthday of the famous box of 64 crayons with the built-in sharpener, Crayola gave kids a chance to express their views of the world by naming a palette of new “hot hues” for the limited-edition boxes of crayons, Pip-Squeaks Skinnies markers and colored pencils. Nearly 20,000 kids got the chance to be color experts for Crayola and helped select and name a special set of “Kids’ Choice Colors,” which include Super Happy, Fun in the Sun, Bear Hug, Awesome, Best Friends, Giving Tree, Famous, and Happy Ever After.

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About St. Jude and Thanks and Giving
St. Jude Children’s Research Hospital is internationally recognized for its pioneering work in finding cures and saving children with cancer and other catastrophic diseases. Founded by late entertainer Danny Thomas, St. Jude freely shares its discoveries with scientific and medical communities around the world. No family ever pays for treatments not covered by insurance, and families without insurance are never asked to pay. St. Jude is financially supported by ALSAC, its fund-raising organization.

The Thanks and Giving campaign is an unprecedented coming together of celebrities, media, retail and corporate partners that asks consumers to “Give thanks for the healthy kids in your life, and give to those who are not.” Thanks and Giving launches Thanksgiving week and continues through the end of the year and enables everyone to help raise funds that are vital to the research and treatment taking place at St. Jude.

For more information about St. Jude and the Thanks and Giving campaign, please visit or call 1-800-4STJUDE.