2013-03-01 15:50:24 -

Customers Can Round Up Purchases to Help Launch Crisis Text Line for Teens

PLANO, Texas (March 1, 2013) - As part of its charitable giving program, jcp
cares, jcpenney is inviting its customers to round up their purchases in March
to the nearest whole dollar and donate the difference to benefit Crisis Text
Line, a free, 24/7 text message hotline that connects teens in crisis with the
support, counseling and resources they need.

"Crisis Text Line will help to reach teens in need using a medium they already
trust and use: text messaging," said Miki Woodard, jcp cares president and vice
president of philanthropy for jcpenney. "While toll-free hotlines for teens
exist there is a growing demand for crisis support leveraging SMS. We are
thrilled to help launch such an   innovative tool to support teens."

Crisis Text Line is a startup subsidiary of DoSomething.org, the largest
organization for teens for social change in America. The idea to create Crisis
Text Line emerged when DoSomething.org, which utilizes mobile marketing
campaigns to connect with its user base, began receiving text messages back from
teens seeking help (view founder Nancy Lublin discussing Crisis Text Line at the
2012 TED conference:  www.dosomething.org/tipsandtools/crisis-text-line).
Launching in August 2013, Crisis Text Line will work in partnership with
existing hotlines, organizations and experts to quickly connect teens in crisis
with the support they need.

"Six months ago, Crisis Text Line was just an idea. Thanks to jcp and customers
rounding up, it's going to be a reality. We couldn't be more grateful," said
Nancy Lublin, founder of Crisis Text Line.

jcpenney customers can round-up their purchases both in-store and online at
jcp.com. Additionally, customers can make donations to Crisis Text Line at
jcp.com/jcpcares and support the organization through the Facebook social game,
WeTopia.

For more information and downloadable assets visit
www.jcpmediaroom.com/jcpcares.

About jcpenney:
More than a century ago, James Cash Penney founded his company on the principle
of the Golden Rule: treat others the way you'd like to be treated - Fair and
Square. His legacy continues to this day, as J. C. Penney Company, Inc. (NYSE:
JCP) boldly transforms the retail experience across 1,100 stores and jcp.com to
become America's favorite store. Focused on making the customer experience
better every day, jcpenney is dreaming up new ways to make customers love
shopping again. On every visit, customers will discover great prices every day
in a unique Shops environment that features exceptionally curated merchandise, a
dynamic presentation and unmatched customer service. For more information, visit
us at jcp.com.

About Crisis Text Line:
Millions of teens are quietly suffering every day. They struggle with bullying,
homophobia, suicidal thoughts and more. The solution is beautifully
simple. We'll provide simple, fast and private counseling and referrals to teens
via a medium they already use and trust: text. Crisis Text Line will be
launching on August 1, 2013. For more information, please visit
www.crisistextline.org.

jcpenney media relations
Daphne Avila and Kate Coultas
972-431-3400; jcpcorpcomm@jcp.com




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Source: J. C. Penney Company, Inc. via Thomson Reuters ONE
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