Bracelets are a call to arms

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Gwyneth Paltrow wears one. So does Matt Damon, Ellen DeGeneres and Bono. Even Sen. John Kerry and President Bush have one.

It's the newest wrist accessory -- a bright yellow "Live Strong" wristband that is part of the Lance Armstrong Foundation's fight against cancer. Six-time Tour de France winner and cancer survivor Armstrong's mantra is "Live Strong."

The "Wear Yellow Live Strong" campaign is more than 22 million strong -- so strong that the $1 silicone rubber bracelets are hard to find.

"Once a couple of celebrities wear it, it gets into the mainstream quickly," said Lucian James, brand consultant at Agenda Inc. in San Francisco. "Celebrities carry a lot of power."

Bracelets have become the new ribbons: They are the latest way to show support or make a statement.

Stars including Madonna, Demi Moore and Ashton Kutcher have tied a Kabbalah red string around their wrists in an effort to fend off the "evil eye" or negative forces.

Other groups are hoping the trend doesn't die anytime soon because they have created their own cause-related wrist jewelry.

The Campaign for Tobacco-Free Kids is selling red bracelets with the number "1,200," symbolizing how many people die each day from tobacco use. The runners of the Marine Corps Marathon on Oct. 31 were the first to receive the red wristbands. Since Nov. 1, more than 7,000 bracelets have been sold at $1 each.

American Eagle Outfitters on Oct. 27 started selling snap-on bracelets that benefit children's charities. The bracelets are a "thank you" gift for a donation of $1 or more, according to its Web site.

"They are simple but a stylish way to show support," said Emily Leon, senior manager of public relations. "They make more than a fashion statement."