Schick Quattro for Women launches virtual, interactive Booby Wall in
support of Rethink Breast Cancer
TORONTO, Jan. 10 /CNW/ - There are a lot of breasts on the internet, but
there's nothing like this. In support of Rethink Breast Cancer, Schick Quattro
for Women today launched the Booby Wall, a virtual, interactive exhibit of
breasts designed to educate Canadian women about early breast cancer detection
by encouraging them to show their breasts some TLC.
The Booby Wall (www.boobywall.ca) was created to bring Rethink's Touch.
Look. Check. (TLC) early detection program to life. Women across Canada are
encouraged to touch and look at their breasts and then take a picture of their
breasts to upload to the Booby Wall. This ever-growing online gallery is
designed to remind women about the importance of breast health.
"The traditional ways of encouraging women to check their breasts are not
working. We hear from many women that they are not checking their breasts
regularly because they are not sure how or when and they're scared of what
they might find," said MJ DeCouteau, Executive Director, Rethink Breast
Cancer. "The Booby Wall is a bold and unique way to engage women with a
serious message - that women should get to know their breasts as an important
step in the early detection of breast cancer."
The Booby Wall delivers this message through online information
encouraging women to make the TLC program an ongoing part of their lives - to
touch their breasts to feel for anything unusual, to look for changes and to
check anything unusual with their doctor. As a symbol of their commitment and
support, women can then take a picture of their breasts to upload to the Booby
Wall at www.boobywall.ca. Pictures can be taken fully-clothed, in a bra or
topless - the Booby Wall is secure, anonymous and completely confidential.
Women have the option of adding their first name, comments or a dedication if
The Booby Wall was tested this past fall at L'Oreal Fashion Week and the
National Women's Show in Toronto. Schick Quattro for Women created the Booby
Booth, a mobile, completely enclosed space equipped with a camera and
computer, allowing women to take their pictures in private at these events.
"The response to the Booby Booth and the Booby Wall concept far exceeded
our greatest expectations," said Helen Kargas, Senior Brand Manager, Schick
Canada. "More than 420 women lined up to participate - there were women who
had lost loved ones, breast cancer survivors, and women baring all in support
of this important message. The feedback was overwhelmingly positive."
"From that experience, we are confident that the Booby Wall could become
the largest online interactive art exhibit in support of this cause," said
The Booby Booth
In support of the Booby Wall initiative, the Booby Booth will be touring
Canada in 2008, visiting high profile events and consumer shows. Photos taken
in the Booby Booth will be uploaded to the Booby Wall site.
Touch. Look. Check. (TLC) campaign
Schick Quattro for Women is an ongoing partner with Rethink Breast Cancer
and its Touch. Look. Check. (TLC) program. Rethink Breast Cancer (Rethink), in
partnership with Breakthrough Breast Cancer, launched the TLC campaign in
October 2006 to dispel confusion around when and how to be breast aware with a
simple and effective new way of thinking about how women examine their
breasts. The TLC campaign simply asks women to touch their breasts and feel
for anything unusual, look for changes and be aware of shape and texture, and
check anything unusual with a physician. Changes to look for include breast
size or shape, skin texture, and the appearance of nipple discharge, rash or
lumps. For more information on the TLC campaign, visit www.touchlookcheck.com.
About Rethink Breast Cancer
Rethink Breast Cancer is a charity helping young people who are concerned
about and affected by breast cancer through innovative breast cancer
education, research and support programs. Rethink is a national
volunteer-driven registered charity with a bold, enterprising and
entrepreneurial approach. We are thinking differently about how to beat breast
cancer. For more information on Rethink Breast Cancer, visit
About Schick Canada
Schick Canada, a division of Energizer Canada Inc., is a leading
manufacturer of high performance razors for men and women. Committed to the
development of shaving technology and innovation, Schick Canada has launched
some of the most successful razors on the market including Xtreme 3, the first
three-bladed disposable, Intuition, the first all-in-one razor and Quattro,
the first four-bladed system and disposable razor. For more information visit
For further information:
For further information: and interviews with Rethink or Schick, please
contact: Anne Adamson, Tracey Bochner, Paradigm Public Relations, (416)