Press Release: Prime Communications Answers the Call for Childhood Cancer Research

Prime Communications Answers the Call for Childhood Cancer Research
$300,000 raised at AT&T stores to fund innovative research at Texas Children’s Cancer Center

*For media inquiries and images: Anjum Asharia,, 281-799-5238*

HOUSTON Nov 2 2018 – Prime Communications made a very special delivery last week at Texas Children’s Hospital — a donation of $300,000 that will support the most urgent and innovative endeavors in childhood cancer research. Funds were raised by the company’s 665 AT&T stores nationwide, through a month-long point of sale and educational campaign called “Let there be GOLD” in recognition of National Childhood Cancer Awareness Month (September) and its associated symbolic color of gold.

Going Gold in September for Childhood Cancer Awareness and bringing attention to the lack of national funding for pediatric research is deeply personal for Prime Communications. Faris D., the son of Prime CEO Farid Virani, always wondered during his brave fight with a rare cancer, Ewing Sarcoma, why more people did not recognize and honor September and display the gold ribbon in support. He told his family he would make sure that kids were a priority and that when he grew up he would “Let there be Gold” in the world. Faris D. entrusted this noble mission to his family. It is in honor of Faris D. and every child and every angel that has been touched by cancer, that inspires Prime Communications to shine a golden light on childhood cancer.

Dr. Susan Blaney, Director of Texas Children’s Cancer and Hematology Centers, the largest pediatric hematology-oncology program in the United States, was appreciative of Prime Communications’ Going Gold initiative. “Partners like Prime are essential to making progress in the world of childhood cancer research. This contribution will make a real difference – it means that pediatric cancer researchers can immediately advance discoveries that have the most potential to benefit children with cancer. Time is of the essence for children with cancer and this support will make it possible to positively impact the field as quickly as possible.”

“This achievement is thanks to the incredible efforts and creative approach spearheaded by teams and leaders in our stores across the country,” said Naushad Kermally, Executive Vice President at Prime. Remarkable milestones included $17,000 raised in a single day; several individual employees who raised over $2000 each; and the generous contributions and involvement of vendors and partner businesses.

“Over 35,000 people participated nationwide – that’s 35,000 people who are now informed and inspired in supporting childhood cancer research and recognize the gold ribbon and what it represents,” said Farid Virani. “Our family is humbled and grateful to the Prime team, AT&T and the generosity of our customers in making this auspicious month a golden success and hope to continue to radiate the gold spirit every September. Indeed, Faris D. would be proud.”

You can support this initiative year-round by making a tax-deductible contribution to the Texas Children’s Cancer Center (write “Going Gold” or “Faris D. Virani” in the comments).

About Prime Communications: With more than 600 locations coast-to-coast in 24 states, Prime is the largest privately held AT&T Authorized Retailer in the US. Established in 1999, we take great pride in being one of AT&T’s premier partners. Our vision is to be the partner of choice for AT&T by delivering on Prime’s Values of Accountability, Profitability, Empathy for the Team, & Entrepreneurship.

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