The Jade Ribbon Campaign (JRC) was launched by the Asian Liver Center (ALC) at Stanford University in May 2001 during Asian Pacific American Heritage Month to help spread awareness internationally about hepatitis B (HBV) and liver cancer in Asian and Pacific Islander (API) communities.

The objective of the Jade Ribbon Campaign is twofold: (1) to eradicate HBV worldwide; and (2) to reduce the incidence and mortality associated with liver cancer.

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Pi Alpha Phi Fraternity, Inc. pledges to raise money for research and to raise awareness about the effects HBV and liver cancer have on the Asian and Pacific Islander communities.