• September 29, 2011

General Mills's Yoplait is working with fashion designer Betsey Johnson on breast cancer awareness events in New York City.

Yoplait Original recently took part in Fashion's Night Out celebration at Johnson's SoHo boutique, and will distribute samples at the boutique during an event kicking off Breast Cancer Awareness Month on Oct. 1.

In addition, Yoplait will use fashion students to distribute free samples (50,000 total)  at four Manhattan locations on Oct. 4, 5, 11 and 12.  The students will seek out New Yorkers deemed to have both "style and substance" (like Yoplait) and offer them the samples, according to the brand.

The efforts are part of Yoplait's ongoing support of efforts to cure breast cancer. This year, the brand will donate 10 cents to Susan G. Komen for the Cure for each pink Yoplait lid redeemed at Yoplait.com or by mail by Dec. 31, up to $2 million.