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dressbarn and Conversation Kick Off Breast Cancer Awareness Campaign with “Ruby Is Lost”

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NEW YORK, Sept. 26, 2012 /PRNewswire/ – WHAT: dressbarn, in collaboration with New York-based marketing agency Conversation, launched the website for “Ruby Is Lost” at on Thursday, September 13. “Ruby is Lost” is the first phase of what will be the national retailer’s 2012 Breast Cancer Awareness campaign, “Paint the Country Pink.”

The first phase features Ruby, a lost dog that is traveling cross-country leaving clues to her whereabouts between now and the next step of the campaign, set to launch on October 1. In order to build interest and momentum for “Paint the Country Pink,” marketing tactics will include social media, in-store promotion, email blasts and street teams in ten major national markets, where Brand Ambassadors will be hanging up and handing out “lost dog” posters featuring Ruby. All outreach efforts will direct consumers to the website. There they can submit their email address to receive updates on Ruby and dressbarn promotions, as well as learn more about Ruby’s fun and lovable personality. Ruby’s big reveal and the announcement of her final destination will take place when Breast Cancer Awareness Month begins.

WHO: dressbarn, a subsidiary of Ascena Retail Group Inc., is a leading national women’s specialty apparel retailer offering quality casual, career and special occasion fashions. dressbarn stores carry styles in sizes 4 to 24, as well as shoes and accessories. Today, dressbarn operates over 830 stores in 47 states. For store information and to shop online, visit

Conversation embodies the best components of traditional, new and emerging agencies. The agency is defined by its ability to evolve and always view campaigns with a creative eye. Conversation provides clients with custom solutions – everything from strategy and creative to development and execution. They boast a strong client list, which includes dressbarn, Hearst Communications, L’Oreal and SVEDKA.

Frank Riolo
Manager, Corporate Communications
Conversation, LLC


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