Some alliances involve people rather than organizations alone. When Lee Jeans joined with the Entertainment Industry Foundation (Hollywood’s leading charitable organization) to promote National Denim Day, the company called on people to put on their favorite jeans and donate $5 for breast cancer research. Lee also invited the participation of celebrities: Zac Efron, Christine Applegate, Billy Ray Cyrus, Mariska Hargitay, Steve Carrel, Jessica Simpson, Lucy Liu and others. The annual Denim Day has raised more than $83 million in 15 years, making it one of the largest single-day fundraising events.