Move over LiveStrong -- rubber bracelets aren't the only charitable fashion accessory in town anymore.

Yesterday marked the first day of I am Week, a new student-run awareness campaign aimed at raising money for various charitable organizations through the sale of nameplate necklaces.

Serena Ghering (junior-advertising and international politics), supervisor of media relations for the campaign's State College branch, said I am ... Accessories, a New York-based company, makes nameplate necklaces to benefit several charities. The charities include children's health charity TJ Martell Foundation/Bogart Foundation, the National Breast Cancer Coalition Fund, the Concern Foundation and the Louisiana Society for the Prevention of Cruelty to Animals.

The nameplates read "brave," "angry," "calm," "dawg" or "concerned," depending on which charity or charities they benefit. Ghering said the jewelry is available in sterling silver, gold plate and 14k gold. They range in price from $38 to $195.

Sarah Margarida Pereira (junior-advertising, international politics), head manager of the campaign, said about 30 Penn State students are involved with the first ever I am Week in State College.

After hearing about the campaign from a friend at George Washington University earlier this year, Pereira decided to start a similar fundraising effort at Penn State.

Pereira said volunteers for the campaign will be posting fliers around campus all week and providing free hot chocolate by the Allen Street Gates on Wednesday and the Student Book Store, on College Avenue, on Saturday in hope of spreading the word about the necklaces and charities.

On World AIDS Day this Friday, campaign members will be promoting their necklaces in HUB Alumni Hall in conjunction with the Global AIDS Initiative, Pereira said.

She said she is trying to partner with the Interfraternity Council/Panhellenic Dance Marathon and Coaches vs. Cancer.

She said she is also trying to get local stores to sell the necklaces.

Jennifer Cattaui, co-founder of I am ... Accessories, explained that she and Sharon Chalkin Feldstein began planning the company a few years ago while they were working together at a Los Angeles fashion magazine.

"We were both very interested in fashion. We also recognized that the fashion world could play a much bigger role in promoting philanthropy and helping out nonprofit organizations," Cattaui said.

Cattaui explained that 40 percent of the sale price goes to the charities, while the rest is used for production.

I am ... Accessories is the most recent of organizations raising money for charity in State College by appealing to consumer's fashion sense.

In 2004, the Lance Armstrong Foundation's bright yellow LiveStrong bracelets served not only as a means of raising money to fight cancer, but also a hot fashion statement. Similarly, pink rubber bracelets adorn the wrists of those supporting the fight against breast cancer.

Despite the popularity of other charitable fashion items, some students said the cost of I am ... Accessories might be too high to match their success. "I like that the money goes to a good cause, but I'm not sure if I would buy one because they are pretty expensive," Ellen Luybli (sophomore-elementary education) said.

Caitlin Viole (sophomore-advertising and economics) also said she thought the jewelry is too pricey. "It would be cool if they made a necklace for Thon. I would probably buy one if it benefited the Four Diamonds Fund," she said.

Ghering said she realizes the nameplate necklaces may not fit in the budget of most college students, but she is hoping some people will still buy them as holiday gifts.

Pereira expected that the group's advertising and promotional efforts will not only pay off here in State College, but will motivate other universities to follow suit. "We are hoping that if all goes well, more campuses will get involved. Hopefully we can share our ideas and advertising strategies with students at other schools so that they can also help raise money and awareness," she said.