LIVESTRONG.COM Dares You to Quit Smoking

SANTA MONICA, Calif. November 15, 2010 – LIVESTRONG.COM, a Demand Media property and destination for nutrition and fitness-related information, announced the official release of MyQuit Coach, the iPhone application (app) that offers a personalized quitting plan for smokers.  The launch coincides with the American Cancer Society’s 35^th Annual Great American Smokeout taking place on November 18^th.  Proceeds from MyQuit Coach will benefit the Lance Armstrong Foundation.

According to the American Cancer Society, an estimated 46 million adults in the United States currently smoke, and approximately half will die prematurely from smoking. LIVESTRONG.COM recognizes that even despite health warnings and cautionary statistics, many smokers struggle to kick the habit.  As part of its mission to empower people to achieve their healthy living goals, LIVESTRONG.COM developed the MyQuit Coach app to help smokers to overcome their obstacles and cravings.

The MyQuit Coach app allows users to:

* Create a customized quitting plan

* Upload personalized motivations

* Track daily tobacco use and allowance

* Receive reminders to track use and cravings

* View charts of usage history by date and time

* Receive quitting facts, motivation, and advice from LIVESTRONG.COM

* Get support through Facebook, Twitter, and LIVESTRONG.COM

* Earn badges and awards

“At LIVESTRONG.COM, we provide people with the tools and resources that help them live healthier lives every single day,” said Dan Brian, General Manager of LIVESTRONG.com.  “Making the decision to quit smoking is a huge step in the right direction, and the LIVESTRONG.COM MyQuit Coach is another way we are empowering people to achieve success and become a non-smoker.”

“LIVESTRONG applauds the creation of the MyQuit Coach app to help smokers kick a potentially deadly habit in a convenient, affordable way,” said Andy Miller, Lance Armstrong Foundation executive vice president.  “Tobacco use is the single greatest risk factor for cancer and the cause of millions of needless deaths.  We fully support the use of innovative technologies to take down tobacco and hope this new app will prove successful in helping people achieve their goals for healthier living.”

The LIVESTRONG.COM MyQuit Coach app has been reviewed by smoking cessation specialist Dr. Jonathan Foulds, nicotine addiction specialist Dr. Dorothy Hatsukami, psychologist Dr. Belisa Vranich and cardiologist and internist Dr. Leslie Saxon.

“Smoking is a very personal habit and there should not be a one size fits all approach to quitting,” said Dr. Leslie Saxon, Cardiologist and Internist at the University of Southern California. “By helping a smoker understand the motivations to smoke and aiding them in enlisting the support of others in a non-judgmental and personalized app, a smoker has a very good chance of realizing their goal of quitting. I’m delighted to support LIVESTRONG.COM’s effort that will extend the lives of the soon-to-be ex-smokers.”

LIVESTRONG.COM’S MyQuit Coach app is available for purchase ($3.99) on the iPhone app store with 100% of the proceeds benefiting the Lance Armstrong Foundation for each app that is sold.

About LIVESTRONG.COM

LIVESTRONG.COM inspires and empowers people to achieve their daily goals around living healthy. The site connects visitors with useful tools, trustworthy information and a passionate, engaged community of likeminded people, who are willing to share their experiences. For additional information about LIVESTRONG.COM, please visit: www.livestrong.com

About Demand Media

Demand Media, Inc., is a leading online media company that informs, entertains and connects millions of people every day. Through a portfolio of vertical web properties reaching more than 90 million monthly visitors, a global network of digital partners, and an innovative content studio, Demand Media publishes what the world wants to know and share. Founded in 2006, Demand Media is headquartered in Santa Monica, CA with offices in Bellevue, WA, Austin, TX, New York, NY and London, UK. For more information about Demand Media, visit: http://www.demandmedia.com

LIVESTRONG is a registered trademark of the Lance Armstrong Foundation. The Lance Armstrong Foundation is a registered 501(c)(3) under federal tax guidelines.  Demand Media, Inc. and Demand Media are trademarks and/or registered trademarks of Demand Media, Inc. in the United States and/or other countries.  All other trademarks may be trademarks of their respective owners.

© 2010 Demand Media, Inc. All rights reserved.

About Lance Armstrong Foundation
Founded in 1997 by cancer survivor and champion cyclist Lance Armstrong and based in Austin, Texas, LIVESTRONG fights for the 28 million people around the world living with cancer today. LIVESTRONG connects individuals to the support they need, leverages funding and resources to spur innovation and engages communities and leaders to drive social change. Known for the iconic yellow wristband, LIVESTRONG's mission is to inspire and empower anyone affected by cancer. For more information about LIVESTRONG, visit www.LIVESTRONG.org.  LIVESTRONG entered into a licensing agreement with Demand Media in January 2008 to help LIVESTRONG extend the brand to include health and wellness via LIVESTRONG.com and social networking.