AIM at Melanoma, Cal Athletics, and ESPN’s Holly Rowe Join Forces to Say No to MelaNOma

For Immediate Release

Every Day More Than 25 People Die of Melanoma—That’s One American Every 54 Minutes

Berkeley, California– September 21, 2017, AIM at Melanoma, Cal Athletics, and ESPN’s Holly Rowe will work together to raise awareness about melanoma at the Joe Roth Memorial Game on Saturday September 23, 2017, in Berkeley, CA.

Joe Roth, a highly touted quarterback who played at the University of California, Berkeley, during the 1975 and 1976 seasons, died of melanoma at the age of 21, just weeks after playing in his last bowl game.

Had he been diagnosed with melanoma now, in 2017, his chances of survival would not be drastically better than in 1977.  Despite advances in the treatment of melanoma with targeted and immunotherapies, only a proportion of patients have complete response to these treatments, leaving the vast majority with the same dismal survival statistics as in 1977. Valerie Guild, AIM at Melanoma President, lost her 26 year old daughter, Charlie, to the disease in 2003 and has been taking a stand against melanoma ever since.  “It’s incredible if you consider the staggering numbers when it comes to incidence, young and old, men and women, dark or light skinned, and we are only just starting to understand melanoma.”

ESPN’s Holly Rowe knows these statistics all too well, as she was diagnosed with melanoma in 2016 and is fiercely battling the disease.  Partnering with AIM at Melanoma, Holly is determined to make a difference.  “I tell whoever will listen to please give toward melanoma research.  The treatment and drugs that are saving my life didn’t exist even two or three years ago. Donations are crucial to ongoing research to save lives. Mine just may be one of them.”

AIM at Melanoma and Holly Rowe are hoping to combine the spirit of college football with the spirt of giving.  AIM at Melanoma is seeking to raise 9,730 gifts of $54 or $25.  Why these amounts?  Because one person dies every 54 minutes of melanoma—that’s more than 25 every day and 9730 per year.  With your help, we can change these numbers.  The donations will fund AIM at Melanoma’s groundbreaking primary tissue bank that will for the first time allow researchers to study a large mass of primary melanoma tumor tissue, where the genetic code to understanding melanoma—how to treat it, how to prevent and ultimately how to CURE it—lies.

Gifts can be made by going to or by texting the word CURE to 27722 (SMS subscription service. Up to 4msg/mo. Msg&Data Rates May Apply. Text STOP to 27722 to STOP. Full terms: Privacy Policy:

Join us on Saturday September 23rd at 12:30pm PDT and let’s say NO to MelaNOma.


Media Contact
Alicia Rowell

About AIM at Melanoma

AIM at Melanoma is the largest international melanoma foundation globally engaged and locally invested in advancing the battle against melanoma through innovative research, legislative reform, education, and patient and caregiver support.

About Joe Roth and Cal Football

Roth’s number 12 jersey is the only number currently retired by the California Golden Bears football program.  Cal football designates each year’s home game against either USC or UCLA as the Joe Roth Memorial Game.  Cal is 3-0 going into this weekend’s game and will don “throwback” uniforms in honor of Joe.

About Holly Rowe

Holly is a sideline reporter for ESPN who covers college football, basketball, volleyball, softball, and the WNBA.  She was diagnosed with desmoplastic melanoma in 2016. She splits her time between Utah and Los Angeles.

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