Partners with the St. Baldrick’s Foundation for Lexus Bold IS Contest

TORRANCE, Calif. (March 3, 2014) — How bold will you go for a good cause? To celebrate St. Patrick’s Day and the all-new Lexus IS, a performance sedan with an adventurous personality, Lexus is partnering with the St. Baldrick’s Foundation, a volunteer-driven charity dedicated to raising money for childhood cancer research, to create the Lexus Bold IS contest. This unique social media-driven challenge seeks out courageous people willing to shave their heads for a worthy cause—and the chance to win $2,500. The contest will help raise awareness about children’s cancer, and Lexus will donate $25,000 to St. Baldrick’s to help fund the best research to find cures for all childhood cancers.

Beginning today, the contest encourages brave participants to get bold and go bald at a local St. Baldrick’s event, or on their own, and create a 15-second Instagram video stating what bold act they will perform if they win the $2,500 prize. Contestants will upload their video URLs to the registration page, where their videos will be available for viewing in a public gallery. By shaving their heads in support of the St. Baldrick’s Foundation, participants stand in solidarity with children who typically lose their hair during treatment. In a buzzworthy move, Will Nicklas, Corporate Manager, Lexus Marketing, Planning and Communications, will also be shaving his locks to boldly support this cause.

“Lexus constantly strives to push boundaries and take risks, and we encourage our consumers to participate in this grassroots program to help conquer childhood cancers,” said Brian Bolain, Lexus corporate manager of marketing communications. “Children’s charities are very important to Lexus and partnering with the St. Baldrick’s Foundation for this program is a meaningful way to help kids.”

“We are thrilled about this partnership with Lexus and encourage our legion of supporters to dare themselves to be bold with this opportunity,” said Kathleen Ruddy, CEO of the St. Baldrick’s Foundation. “With each new bald head, bold idea and the support of Lexus, we hope to raise more awareness and funds for lifesaving childhood cancer research, so all kids can live long and healthy lives.” 

Videos will be judged on creativity, the most compelling story, and the most “likes” on the site. The deadline to submit a video is March 18, 2014 at 11:59 p.m., and winners will be announced at the end of March. Ten entrants will win $2,500 each. Like your hair too much to part ways? An additional $1,000 prize will be given to one person chosen at random who registers on the site and votes for their favorite video.

Select Lexus dealers will also partner with the St. Baldrick’s Foundation for local community events. Visit to upload your video or vote for your favorite entry. 

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About Lexus

Lexus launched in 1989 with two luxury sedans and a commitment to pursue perfection. Since that time, Lexus has expanded its line-up to meet the needs of global luxury customers. Lexus is now going beyond its reputation for high quality vehicles with the integration of innovative technology, emotional exterior and interior designs, and engaging driving dynamics and performance. With five models incorporating Lexus Hybrid Drive, Lexus is the luxury hybrid leader. Lexus also offers six F SPORT models and two F models, including the LFA supercar, for top-of-the-line performance. In the United States, Lexus vehicles are sold through 233 dealers who are committed to exemplary customer service.

About St. Baldrick's Foundation

The St. Baldrick’s Foundation is a volunteer-driven charity committed to funding the most promising research to find cures for childhood cancers and give survivors long and healthy lives. St. Baldrick’s coordinates its signature head-shaving events worldwide where participants collect pledges to shave their heads in solidarity with kids with cancer, raising money to fund research. Since 2005, St. Baldrick’s has awarded more than $127 million to support lifesaving research, making the Foundation the largest private funder of childhood cancer research grants. St. Baldrick’s funds are granted to some of the most brilliant childhood cancer research experts in the world and to younger professionals who will be the experts of tomorrow. Funds awarded also enable hundreds of local institutions to participate in national pediatric cancer clinical trials, and the new International Scholar grants train researchers to work in developing countries. For more information about the St. Baldrick’s Foundation please call 1.888.899.BALD or visit

Daphne Dobbs
Team One (for Lexus)
[email protected]
Kat Kirsch
Team One (for Lexus)
[email protected]
Jayme Owen
FleishmanHillard (for St. Baldrick’s)
[email protected]


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