Celebrities catch our attention. They cause us to pay attention too -- which is likely why the media uses celebrities and prominent people to send messages about all sorts of issues, like breast cancer.

It's not just the real-life survivor celebrity stories -- about Melissa Etheridge and Elizabeth Edwards and Sheryl Crow -- that make headlines and attract ratings. It's also the portrayal of cancer survivors on television that raises awareness about this disease. It's not a new trend -- it started long ago when All in the Family's Edith Bunker (Jean Stapleton) experienced a breast cancer scare, marking one of the first times the issue of breast cancer was discussed openly on TV.

Tough cop Mary Beth Lacey (Tyne Daly) of the TV show Cagney & Lacey traveled a breast cancer journey. Sisters eldest sister Alex (Swoosie Kurtz) was diagnosed with breast cancer and survived chemotherapy with family by her side. Beverly Hills, 90210 character Brenda Walsh (Shannen Doherty) found a lump in her breast and shed light on the fact that young women are not immune to breast cancer. Sex and the City's Samantha Jones (Kim Cattrall) developed breast cancer and proudly pulled off her wig on television. The L Word's Dana Fairbanks (Erin Daniels) lost her battle with breast cancer. And on Angela's Eyes, FBI agent Angela Henson recently learned her mother once had breast cancer -- and that it has come back.

There are many others television story lines woven with the thread of breast cancer. They draw viewers and boost ratings. They also raise awareness -- because people pay attention to celebrities.

Celebrities have a way of motivating the public to take action. They help dictate fashion trends and set standards for mostly unattainable body shapes and sizes. They add hype to political views and philosophies and make influential statements about all sorts of issues. Like breast cancer. With its backing from celebrities like Melissa Etheridge and Sheryl Crow and Kylie Minogue -- all breast cancer survivors who are speaking out and raising awareness -- breast cancer has burst onto the media scene and is receiving powerful, positive attention. Kylie Minogue's public diagnosis spurred so many women into getting their breasts checked that the Medical Journal of Australia reports a 40 percent increase in bookings for mammograms. But sometimes, celebrity diagnoses don't elicit a response at all.

Italian tenor Luciano Pavarotti was diagnosed with pancreatic cancer last month -- yet the announcement barely registered on the public's radar. Perhaps he does not command the same kind of reaction as pop singers do. Or perhaps it's the type of cancer that keeps his public battle on the sidelines.

The breasts are a visible icon of femininity -- out in the forefront for all to see. And so the issue of breast cancer is in the forefront. The pancreas, on the other hand, are hidden behind the stomach and are out of sight -- and out of mind. When Apple chief executive Steve Jobs was diagnosed with pancreatic cancer in 2004, he didn't even know where to find his pancreas. And so this organ does not attract much fanfare -- and therefore does not attract the funding and research that breast cancer does. Which is sad because this cancer is not just hidden inside the body. It's also a hidden killer. It can't be felt like breasts can be felt. And there is no easy way to detect it, like with mammogram and other imaging techniques. Often a diagnosis of pancreatic cancer -- the fourth leading cause of cancer death in Western societies -- comes with a death sentence. And more and more, breast cancer diagnoses come with promising expectations of survival.

We may not know as much as about pancreatic cancer as we do breast cancer. But there are some behaviors that may contribute to this deadly disease. So in the spirit of prevention, consider this:

• If nobody smoked, 25 percent of pancreatic cancer cases wouldn't happen.
• Alcohol consumption can increase the risk by 15 times.
• Some studies link high meat consumption and low vegetable consumption to incidences of pancreatic cancer.
• Folate, the B vitamin in green leafy vegetables, oranges, legumes, and whole grains seem to reduce the risk. But folate supplements don't seem to have the same healthy effect.

Melissa Etheridge's song Run for Life -- inspired by her own personal battle with breast cancer -- plays just as the pink and white SUNCHIPS® website is opened. And visitors to the site learn quickly that they can contribute to the Crunch for the Cure campaign by simply purchasing a bag of specially-marked SUNCHIPS® and entering in the special printed code here. For each code entered through December 15, 2006, SUNCHIPS® brand will donate .25 cents to the Susan G. Komen Breast Cancer Foundation in support of its breast cancer initiatives. A pink breast cancer ribbon is the special mark on these bags of SUNCHIPS®, signifing a partnership in the fight against breast cancer.

This website also includes information about breast cancer, about Susan G. Komen races and volunteer opportunities -- and it even provides a means for thanking favorite Race for the Cure® volunteers. Readers can post their own thank-you messages that will appear on a virtual thank you wall.

Thank you SUNCHIPS® for your commitment to this cause.

Photographs of beautiful, brave, bald women fill the pages of Jackson Hunsicker's new book, Turning Heads: Portraits of Grace, Inspiration, and Possibilities.  Hunsicker, a cancer survivor whose initial fear after diagnosis was that of losing her own hair, features portraits of women from all over -- bald women whose cancer and chemotherapy took their hair.  Well-known photographers capture their beauty in this photo book that features cancer survivors in their own natural settings -- like two women posing in Venice Beach, one having never before gone out bald in public, a surfer riding a wave in Hawaii, and a bald and proud Melissa Etheridge on stage at the 2005 Grammy's.  Each photograph is accompanied by a short essay as the women in this book showcase their talents, interests, bravery, and courage. Hats off to Hunsicker for a book sure to be inspiring.

As a breast cancer survivor, Melissa Etheridge, diagnosed with breast cancer in October 2004, always believed she would win her battle with breast cancer. On Valentine's Day 2005, she celebrated the end of chemotherapy and radiation treatments by performing onstage at the Grammy Award show. Etheridge, a two-time Grammy winner, multi-platinum recording artist, mom, and breast cancer survivor, has released a greatest hits CD, "The Road Less Traveled," with a song dedicated to breast cancer survivors called "I Run for Life." She donates all record royalties from that song to breast cancer charities. The chorus lyrics from that song are:

"I run to hope
I run to feel
I run for the truth
For all that is real
I run for your mother, your sister, your wife.
I run for you and me, my friend. I run for life."

Etheridge fans started a Pink Bracelet Fund to raise awareness and money for breast cancer, with all donations going to the Dr. Susan Love Research Foundation. Etheridge has always been a very active supporter of many good causes. The breast cancer community can expect Etheridge to be just as vocal and active in the cause for breast cancer awareness, education and research, because women like Etheridge, who stand up front, and live outloud, rock!