HMV and CAMH working together to inspire change through education

    HMV and CAMH launch new partnership

    TORONTO, July 6 /CNW/ - HMV, Canada's leading music and entertainment
retailer announces their new national charitable partnership with the Centre
for Addiction and Mental Health (CAMH) - The focus of the partnership is to
increase public awareness and education about addiction and mental health
issues specifically as they relate to younger Canadians.
    "Although we sit firmly in the 21st century, the subject of mental health
is still often met with stigma and discomfort. This is where we believe that
our partnership with CAMH can bear fruit," says HMV President, Humphrey
Kadaner. "We interact with over 40 million consumers across Canada every year
through our 129 stores and via our website. A very large portion of these HMV
consumers are young people and that is where we believe we may be of service"
    CAMH is one of North America's leading addiction and mental health
organizations and it is Canada's largest addiction and mental health teaching
hospital. CAMH is dedicated to improving the quality of life for patients
across Canada and beyond through direct care, groundbreaking research, expert
training of today's and tomorrow's health care professionals and scientists.
CAMH influences public policy and develops innovative public education and
health promotion activities to transform the lives of people affected by these
issues.
    Dr. David Goldbloom, Senior Medical Advisor, Education and Public Affairs
for CAMH also welcomed the partnership. "It's a tragic fact that young people
aged 15 - 24 are one of the groups most affected by mental illness and
addiction yet they are the least likely to reach out for help," said
Goldbloom. "That's why our partnership with HMV Canada is so important,
helping us to break down stigma and to make sure young people receive the
advice, support and treatment they need."
    "Working closely with CAMH, we will focus our efforts on promoting
education and awareness, while trying to leverage the credibility our HMV
brand has developed with millions of younger consumers across Canada." said
Kadaner.
    To do so, HMV has committed to initiate promotions in its stores across
the Country and on-line at hmv.ca, the first of which was launched this week.
The initial program concentrates on introducing the public to the partnership
with CAMH and setting groundwork for future awareness campaigns that will
occur periodically throughout the year.
    "By demonstrating our willingness to speak out and draw attention to the
problem, we hope to reduce the stigma or concerns associated with this topic,
while conveying that it is okay to ask questions and to seek help. In this way
we hope HMV can act as a catalyst to help connect individuals across the
Country to local professional support before it becomes a matter of life and
death."

    About HMV Canada

    With over 80 years of music retailing history, 379 stores worldwide (129
in Canada and growing), HMV is the world's premier entertainment retailer. The
first HMV store was opened in 1921 at 363 Oxford Street, one of London's most
prominent shopping streets, and HMV has since developed into one of the
world's leading retailers of music, movies, videogames and more. HMV focuses
on providing an authoritative range and depth of product selection that is
superior to that of its competitors, including hard-to-find items and a large
number of back catalogue titles.

For further information: Isabel Collie, HMV Canada Inc., (416) 620-6618
ext. 738, Icollie@hmv.ca