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Variety launches youth effort

Campaign set to inspire new generation

An Oct. 6 luncheon will be the centerpiece of Variety‘s Power of Youth, a new philanthropic program designed to encourage the next generation in Hollywood to become involved with humanitarian efforts.

More than 60 young actors — including Miley Cyrus, Dakota Fanning, Emma Roberts, Hilary and Haylie Duff, Elijah Kelley, Ashley Tisdale, Sean Faris, Shawn Pyfrom and Raven Symone — will sit on Variety‘s Youth Advisory Board, chaired by NBC Universal Television’s Ben Silverman.

Inaugural campaign will benefit St. Jude Children’s Research Hospital, the leading pediatric research and treatment center for children with cancer and other catastrophic diseases. This year marks the 45th anniversary of the hospital.

To raise funds, an auction, open to the public, will run live online Oct. 1-19 at Variety.com/auction.

Proceeds from the first week will be presented to St. Jude national outreach director Marlo Thomas during an Oct. 6 lunchtime event.

Auction will feature items donated by various stars, studios, networks and companies. Donations will be accepted until Sept. 30. Up for auction will be such items as a stay at Shutters Hotel in Santa Monica, “The Lord of the Rings” memorabilia and tickets to premieres (such as of the Jack Nicholson-Morgan Freeman pic “The Bucket List” and Ben Affleck’s “Gone Baby Gone”).

Total net proceeds of the auction will go to St. Jude — founded by Danny Thomas, whose legacy continues through the work of his children Terre, Tony and Marlo.

Event and auction are presented by Hasbro’s Tiger Electronics.

Auction will be hosted by CharityFolks, an auction house and online marketplace for nonprofit fund-raising and celebrity-driven charity initiatives.

The Variety Power of Youth, overseen by Variety VP and associate publisher Brian Gott, is intended as an annual event.

Gott said: “If Variety can be a part of encouraging each of our readers to choose just one philanthropic cause to champion, we can effect substantive change. The response from our industry has been overwhelming — from the talent that’s joined our advisory board to the generous contributions for the auction made by companies we’ve reached out to thus far — and this really is a becoming a community effort.”

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