Astral Media makes $1 million commitment to MS Society of Canada



    Donation allows MS Society to run full scale endMS ad campaign

    TORONTO, July 16 /CNW Telbec/ - Astral Media Inc. (TSX: ACM.A/ACM.B) and
the Multiple Sclerosis Society of Canada today announced a partnership where
Astral Media will donate more than $1 million in advertising space to the
MS Society. The pledge has been made to help draw attention to the
MS Society's work in funding research to end multiple sclerosis and to raise
awareness of the most common neurological disease which affects many
Canadians.
    "We believe strongly in this campaign and are pleased to play a role in
making it successful," said Ian Greenberg, president and CEO of Astral Media.
"We are confident that the visibility offered through our various media
platforms will help draw attention to this devastating disease which affects
so many Canadian men, women and children. It is our goal to support MS
researchers in finding the cause and cure to end MS."
    The MS Society of Canada will utilize Astral Media's extensive media
properties to promote its new endMS capital campaign. The objective of the
campaign is to raise $60 million in support of MS research activities in
Canada. The sponsored ads direct people to donate via www.endMS.ca.
    "Astral Media has always been an outstanding corporate citizen and a
long-time supporter of the Society. As such we are excited to partner with
them," said Rick Waugh, president and CEO of Scotiabank and honourary chair of
the endMS campaign. "Through this generous sponsorship package, we fully
expect to enhance the profile of the MS cause and direct more funds to
research."
    The ad campaign was launched earlier this month on Astral Media's
national network of 82 radio stations and more than 10 English- and
French-language television networks. The endMS capital campaign is also
featured on advertising faces across Ontario and Québec, as well as on a large
number of Astral Media's 70 websites.

    
    - View the endMS television spot: http://endms.ca/astral/endms_psa.html
    - Listen to the endMS radio spot.:
      http://endms.ca/astral/endms_radio.html
    - View endMS web ads: http://endms.ca/astral/endms_ad.html
    - View endMS outdoor ads:
      http://www.flickr.com/photos/28406606@N06/2649786193/
    

    "On behalf of the 55,000 to 75,000 Canadians living with MS, I extend my
gratitude to Astral Media and its employees," said Yves Savoie, president and
CEO of the MS Society. "We are truly grateful that they support our vision to
end MS."

    About multiple sclerosis and the Multiple Sclerosis Society of Canada

    Multiple sclerosis is a chronic, often disabling disease of the brain and
spinal cord. It is the most common neurological disease of young adults in
Canada. Most people with MS are diagnosed between the ages of 15 and 40, and
the unpredictable effects of MS last for the rest of their lives. The
MS Society provides services to people with MS and their families and funds
research to find the cause and cure for this disease. Please visit
www.mssociety.ca or call 1-800-268-7582 to make a donation or for more
information.

    About Astral Media

    Astral Media is one of Canada's leading media companies, active in
specialty and pay television, radio, outdoor advertising and iMedia. Astral
Media's solid and dynamic presence in the country's major markets rests on its
commitment to offer a unique combination of high-quality, targeted media for
all its audiences. To learn more, visit www.astralmedia.com.

    
    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/
    





For further information:

For further information: Stewart Wong, MS Society of Canada, (416)
967-3025, stewart.wong@mssociety.ca; Hugues Mousseau, Astral Media Inc., (514)
939-5000, hmousseau@corp.astral.com

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