JCP Facebook Fans Decide on the Next $1 Million Giveaway

PLANO, Texas (Sept. 22, 2010) – In celebration of the Company’s commitment to the afterschool cause, which has reached more than $100 million in support since 1999, J. C. Penney Company, Inc. (NYSE: JCP) has launched an engaging Facebook campaign that invites jcpenney fans to “Care. Share. Win!” by deciding who and which organizations will receive the next $1 million in scholarships and grants provided by its signature charity, jcpenney Afterschool.

“This $100 million milestone is significant because it represents the afterschool opportunities we made possible in every jcpenney community over the past decade,” said Mike Theilmann, group executive vice president for jcpenney and chairman of the jcpenney Afterschool Fund. “It is only fitting that we use this occasion to celebrate and recognize our community champions, including our afterschool partners whose programs inspire kids to be smart, strong and socially responsible.”

Through two online voting initiatives, a total of $500,000 will be distributed to four national afterschool organizations: Boys & Girls Clubs of America, The Y, National 4-H and FIRST (For Inspiration and Recognition of Science and Technology). The winning afterschool organization with the most votes after four weeks will receive $250,000, second place $150,000, third place $75,000 and fourth place $25,000.

Simultaneously, the campaign will honor youth volunteers across the country by awarding $500,000 in scholarships and grants. Students (ages 13-18) who share their personal stories of how they are donating their time to effect change in their communities are eligible to win one of 50 college scholarships and a grant for their favorite charity. The top 50 teens chosen for their volunteer service projects will each receive a $3,000 college scholarship and a $3,000 grant benefitting their charitable organization. From those 50 entries, three projects will be selected and posted on Facebook starting Oct. 8 for fans to view and vote for the ultimate grand prize winner. The student whose essay receives the most votes will win an additional $50,000 college scholarship and a $50,000 charity donation. Second place receives a $30,000 scholarship and $30,000 charity donation and third place earns a $20,000 scholarship and $20,000 charity donation. The deadline for submitting a 250-word essay and photo is Oct. 3.

The Care. Share. Win! campaign premieres on www.facebook.com/jcpenney with the student and organization winners to be announced on Oct. 21 in conjunction with Lights On Afterschool, a nationally recognized day that generates awareness for the importance of afterschool programs, which propel kids to achieve their full potential in life.

jcpenney’s commitment to the afterschool cause is a reflection of the Company’s support of youth development and community involvement based on a social responsibility platform known as JCPcares. Ladies’ Home Journal recently honored jcpenney with its “Do Good” stamp, which recognizes companies and brands that are committed to giving back to the community. For detailed information regarding JCPcares initiatives, visit www.jcpenney.net. To see official rules for Care. Share. Win!, visit the JCPcares tab on www.facebook.com/jcpenney for contest information and prizing details.

About jcpenney
jcpenney is one of America's leading retailers, operating 1,107 department stores throughout the United States and Puerto Rico, as well as one of the largest apparel and home furnishing sites on the Internet, jcp.com, and the nation's largest general merchandise catalog business. Through these integrated channels, jcpenney offers a wide array of national, private and exclusive brands which reflect the Company's commitment to providing customers with style and quality at a compelling price. Traded as "JCP" on the New York Stock Exchange, the Company posted revenue of $17.6 billion in 2009 and is executing its strategic plan to be the growth leader in the retail industry. Key to this strategy is jcpenney's "Every Day Matters" brand positioning, intended to generate deeper, more emotionally driven relationships with customers by fully engaging the Company's approximately 150,000 Associates to offer encouragement, provide ideas and inspire customers every time they shop with jcpenney. For more information visit www.jcpenney.net
About jcpenney’s Commitment to Afterschool
As a leading corporate advocate for the afterschool issue, jcpenney works with afterschool organizations to increase the accessibility and affordability of afterschool programs across the country. Through its legacy of supporting youth and charitable organizations such as the Boys & Girls Clubs of America, The Y, National 4-H, United Way and FIRST, jcpenney formalized its commitment to the afterschool issue by establishing the jcpenney Afterschool Fund, a 501(c)(3) non-profit organization. Since its inception, more than $100 million has been distributed to afterschool programs across every jcpenney community thereby making it possible for more children to participate in life-enriching programs that inspire them to be smart, strong and socially responsible. For more information, visit www.jcpenneyafterschool.org.

jcpenney Corporate Communications:
Daphne Avila; 972-431-3400; jcpcorpcomm@jcpenney.com