ALLENTOWN, PA – August 27, 2025 – September is Childhood Cancer Awareness Month, and the Pediatric Cancer Foundation of the Lehigh Valley (PCFLV) is proud to launch its annual 30 Days/30 Stories® campaign — a month-long storytelling initiative that brings the journeys of local pediatric cancer warriors and families to life.
This year, the campaign is receiving a refreshing boost from PCFLV’s collaboration with A-Treat® to launch a limited-release “Lemon Twist” seltzer. The seltzer label features the 30 Days/30 Stories® logo, a short description of the campaign, and a QR code that links to PCFLV’s homepage to read each daily story. Since its launch earlier this month, Lemon Twist has created a buzz across the Lehigh Valley, helping spread awareness while raising funds to support PCFLV’s mission – a portion of seltzer sales benefits PCFLV.
“Every September, we share 30 powerful stories to honor the kids and families whose lives are forever changed by childhood cancer,” said Michelle Zenie Rounds, M.A.T., Executive Director and Cancer Mom. “This year, thanks to A-Treat®, those stories are reaching even more people. Every bottle of Lemon Twist not only raises funds but also invites our community to learn, connect, and stand with these families.”
David Jaindl, CEO of Jaindl Beverage Company, producer of A-Treat®, commented, “A-Treat has always been about community, and supporting PCFLV’s 30 Days/30 Stories® campaign through our Lemon Twist Seltzer is a natural fit. We’re proud that each bottle helps raise awareness and support for families impacted by childhood cancer.”
New this year, PCFLV is working with Alison Conklin, award-winning photographer and Publisher of Bonus Days Magazine, who has brought a fresh story-telling approach to capturing portraits of pediatric cancer warriors, survivors, and bereaved families in very personal settings that were chosen by the families. Her goal is to photographically tell their stories and capture the real moments when the kids aren’t necessarily smiling, although many are, in a gallery-style format.
“These portraits are not posed portraits — they are glimpses into real life,” said Alison Conklin. “In the quiet bravery, small wins, and everyday moments, I found the truest stories of resilience, love, and hope.”
These striking photos will be paired with daily stories on PCFLV’s social media channels and website throughout September. Miller-Keystone Blood Center will also feature the stories on its website, and Lehigh Valley Reilly Children’s Hospital will be sharing many of them on their social media pages to complement their Childhood Cancer Awareness focus that month.
From hard clinic days to milestones like ringing the bell and celebrating a birthday, and for some, living without a beloved child, 30 Days/30 Stories® highlights the resilience, heartbreak, and hope that define the childhood cancer journey.
Follow along daily on PCFLV’s social media channels or read the full stories at pcflv.org.
Lemon Twist Seltzer can be found at local grocery retailers: Giant, Shop Rite, Redner’s, Ahart’s, and Garrity’s – and online at a-treat.com.
About the Pediatric Cancer Foundation of the Lehigh Valley
The Pediatric Cancer Foundation of the Lehigh Valley is a local nonprofit dedicated to supporting children in the Lehigh Valley who are battling cancer and their families by providing financial assistance, emotional support, and social enrichment programs during all phases of their journey. For a full list of programs and services, please visit pcflv.org.
About A-Treat®
The Allentown, PA-based soda brand was founded in 1918 by Joseph and Jack Egizio using the finest traditional ingredients available that consumers and enthusiasts have counted on for over 100 years. After being acquired by Jaindl Companies, the iconic A-TREAT® made a resurgence, still produced according to formulas that evolved from Egizio family recipes. To learn more visit A-TREAT.com.
Information provided to TVL by:
Caley Bittner
