GEOFFREY BEENE

GEOFFREY BEENE
PUBLIC SERVICE ANNOUNCEMENT
Rock g ods don’ t follow orders; they follow their instincts. And that same
philosophy is behind the world’s most revolutionary medical research (much of which is being done
at the Geoffrey Beene Cancer Research Center, at Memorial Sloan-Kettering Cancer Center). Here,
we head behind-the-scenes—backstage, if you will—with guitar legend and RSOS™ Founding
Father, Joe Perry, to get an exclusive look at Geoffrey Beene’s “Dream Team,” the scientific
superstars who are conducting initial-stage, out-of-the-box research and charting the course
to control—and ultimately cure—all cancers.
P H O T O S B Y E R I C R AY D AV I D S O N
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PUBLIC SERVICE ANNOUNCEMENT
! JOE PERRY
GEOFFREY BEENE PRESENTS RSOS
HEADLINING A
HEALTHIER TOMORROW
When you wear Geoffrey Beene, you are directly supporting some of the most
innovative cancer research on the planet, as 100% of net profits from Geoffrey
Beene, LLC fund critical causes. To date, together with the Geoffrey Beene
Foundation, the funding totals more than $162 million in value. Since 2006, more
than $126 million of that has gone to the Geoffrey Beene Cancer Research Center,
where the Rock Stars of Science™ are headlining a healthier tomorrow, turning
targeted funding into rapid results. Join them, and be a part of the cure.
S H O W YO U R S U P P O R T A N D L E A R N M O R E AT G E O F F R E Y B E E N E . C O M
And while you’re there, check out behind-the-scenes footage and exclusive
interviews from Joe’s visit to the Geoffrey Beene Cancer Research Center.
PUBLIC SERVICE ANNOUNCEMENT
The lab is our recording studio, and we have the best thanks to Geoffrey Beene.”
! ELLEN HUKKELHOVEN, PH.D.
! DR. CRAIG B. THOMPSON
! LUKAS DOW, PH.D.
! NEHA BHAGWAT, PH.D.
KINDRED CREATIVE SPIRITS
Whether you labor in a lab, a recording studio, or a fashion gallery,
there is an artistic energy that underscores each of these pursuits.
Want proof ? Geoffrey Beene began his career as a Tulane medical
student but after three years he left to pursue his passion for
sketching clothing designs, inspired by the human form.
WWW.GEOFFREYBEENE.COM
GEOFFREY BEENE PRESENTS RSOS
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LIVE FR
FROM THE LAB
TOP RIGHT:
Lukas Dow
looking in one
of his -80 degree
freezers at a rack
of lymphoma cell
samples
On the eleventh floor of the Geoffrey Beene Cancer Research Center
at MSKCC, in NYC, Joe Perry stands
surrounded by a handful of Geoffrey
Beene Junior Chairs and other young
investigators, including Ellen Hukkelhoven, Neha Bhagwat, and Lukas Dow. Joe has been
taking notes all morning, spellbound, as the
resea rchers led h i m
through a laboratory
tour, and now he’s peppering them with additional queries.
“I’m just another person out there,
just full of questions,” he says.
Joe shakes his head, marveling at
the high-tech toys that make up the
lab, a true creative proving ground
for cancer-research innovation. “It’s
such important work,” he says. “I
don’t know anyone who doesn’t have
a parent or a friend who doesn’t have
cancer. It’s a plague. It’s not a matter
of if you’ll get it but when.” Joe’s father died of cancer.
What’s so unique about the Geoffrey Beene Cancer Research Center,
as Joe learned, is that researchers
here are given targeted funding for
in itia l-stage, out-of-the-box approaches—ideas that are literally
the first of their kind. Such novel
approaches are unlikely to receive
funding through traditional sources,
but Geoffrey Beene researchers can
expect funds within a few weeks,
once a request is approved. “Everything costs money. You can’t do it
for free,” says Dr. Larr y Norton.
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“You need support, and the Geoffrey
Beene Foundation lets us do what we
do best, which is use science to get
rid of cancer.”
Lest you think the grant ideas
cooked up here are mere medical pipe
dreams, consider this: Since 2007, for
every dollar of direct support from
the Center, grant awardees have re-
ceived an additional $1.64 in followup funding on early-stage research,
leading to breakthrough insights on
all matter of scientific inquiry, from
the importance of cellular mutations
to the cancer-fighting potential of
our immune systems.
BOTTOM LINE: THESE ARE NO ONEHIT WONDERS.
“You’ve got to have a world-class recording studio.
GEOFFREY BEENE
R
ROCK S.O.S
GIVES BACK
®
PUBLIC SERVICE ANNOUNCEMENT
! JOE PERRY
! CRAIG B. THOMPSON, M.D.
• President & CEO, MSKCC
• Member, Geoffrey Beene CRC
Executive Committee
• This Rock ‘n’ Roll Hall-of-Famer is best
known as the lead guitarist and cofounder of Aerosmith (although his first
ambition was to be a marine biologist). He
is also an accomplished songwriter and
solo artist (The Joe Perry Project) with five
records to date—most recently, 2009’s
"Have Guitar, Will Travel."
! SCOTT LOWE, PH.D.
! LARRY NORTON, M.D.
• Deputy Physician-in-Chief, Breast Cancer
Programs, MSKCC
• Member, Geoffrey Beene CRC
Executive Committee
! DR. SCOTT LOWE
GEOFFREY BEENE
R
ROCK S.O.S
GIVES BACK
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• Geoffrey Beene Senior Chair, MSKCC
• Chair, Geoffrey Beene CRC
Executive Committee
GEOFFREY BEENE PRESENTS RSOS
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PUBLIC SERVICE ANNOUNCEMENT
“The kind of science
ce w
we’re talking about isn’t reading the textbookkk, it’s
! JOHANNA JOYCE, PH.D.
• Former Geoffrey Beene Junior Chair, MSKCC
• Associate Member, Cancer Biology and
Genetics Program
! ANDREA VENTURA, M.D., PH.D.
• Geoffrey Beene Junior Chair, MSKCC
• Assistant Member, Cancer Biology and
Genetics Program
WE DREAM BIG
B
Every
ry rock star needs his big break—yes,
even Joe Perry—and the Geoffrey Beene
Cancer Research Center provides such
opportunities
ies to
t the world’s most promising science minds, through its Senior and
Junior Chair endowments. These men and
women, Geoffrey Beene’s “Dream Team,”
don’t settle for small victories, they think
big , pursuing early-st age innovat ive
ideas and translating breakthrough research from bench to bedside.
! PING CHI, M.D., PH.D.
• Geoffrey Beene Junior Chair, MSKCC
• Assistant Attending, Human Oncology and
Pathogenesis Program