#NoHairSelfie Fundraiser -- A 'Cut Above'

Landmark First-Year Success Launches Global Digital Campaign for 2016
The PMCF wins Marketer of the Year and takes #NoHairSelfie Global

TORONTO, Oct. 29, 2015 /CNW/ - The Canadian Association of Marketing Professionals (CAMP) awarded The Princess Margaret Cancer Foundation its Marketer of the Year Award in the Non-Profit Category for the innovative #NoHairSelfie Campaign. The Foundation is also announcing the global expansion plans for the campaign: Israel and South Africa will be joining Canada's #NoHairSelfie movement on February 4, 2016 -- World Cancer Day.

"As the first digital fundraiser undertaken by the Foundation, #NoHairSelfie initiated mass awareness of cancer treatment, allowing participants to show their solidarity with patients, survivors and join a global movement," said Paul Alofs, President and CEO of The Princess Margaret Cancer Foundation.

The inaugural #NoHairSelfie Campaign was launched in January 2015 and culminated on World Cancer Day – February 4, 2015. The new social media fundraising campaign gave participants the opportunity to show their support for patients who experience side effects from their cancer treatments, most notably and visibly, the loss of their hair. It also provided much-needed funds for cancer research at the Princess Margaret Cancer Centre, one of the top 5 cancer research centres in the world. 'Hair-ticipants' committed to shave their heads, remodel their hairstyle or undergo a virtual shave by using a free #NoHairSelfie app, developed by Toronto's Fourth Dimension Inc. The #NoHairSelfie app, which was named 'Best New App' by Apple, was downloaded more than 57,000 times in 2015. Over 21,000 #NoHairSelfies were posted online. The original fundraising target for 2015 was set at $600,000, but that amount was eclipsed, and the 2015 #NoHairSelfie Campaign raised over $1.85 million for cancer research at The Princess Margaret.

Among the many to participate in the 2015 #NoHairSelfie Campaign were philanthropist Gary Slaight, who had his head shaved by Mayor John Tory, and Harley Mintz, Partner and Vice-Chair, Deloitte Canada, who had his head shaved by David Chilton, 'The Wealthy Barber.'

"The 2015 success of this campaign gave us the signal that other cancer foundations across the globe would also be interested," said Laura Syron, Vice President, Community Programs, The Princess Margaret Cancer Foundation. "Our end goal is to create a global movement and greater awareness of cancer treatment; I think we're well on our way to doing that."

Canada's success helped in recruiting both the Israel Cancer Association and the Cancer Association of South Africa to the #NoHairSelfie movement. Both cancer organizations are gearing up for a successful 2016 launch.

This year alone, 15 million people worldwide will be diagnosed with cancer. In Canada alone, it is estimated that 196,900 will be diagnosed with cancer. There has never been a more critical time to raise money for research. By participating in the #NoHairSelfie Campaign in Canada, funds raised go to research at The Princess Margaret, one of the top 5 cancer research centres in the world. Visit www.nohairselfie.com for details.

Shave. Share. Donate.

About #NoHairSelfie
The #NoHairSelfie Campaign aims to bring together cancer patients, survivors and those who love them for one common goal:  to conquer cancer in our lifetime. www.nohairselfie.com

About The Princess Margaret Cancer Foundation
The Princess Margaret Cancer Foundation at University Health Network raises funds to lead the way in Personalized Cancer Medicine at the Princess Margaret Cancer Centre, one of the top 5 cancer research centres in the world, which includes The Campbell Family Cancer Research Institute and The Campbell Family Institute for Breast Cancer Research. www.thepmcf.ca

About Princess Margaret Cancer Centre
The Princess Margaret Cancer Centre has achieved an international reputation as a global leader in the fight against cancer and delivering Personalized Cancer Medicine. The Princess Margaret, one of the top 5 cancer research centres in the world, is a member of the University Health Network, which also includes Toronto General Hospital, Toronto Western Hospital and Toronto Rehabilitation Institute. All are research hospitals affiliated with the University of Toronto. www.theprincessmargaret.ca

SOURCE Princess Margaret Cancer Foundation

Image with caption: "The inaugural #NoHairSelfie Campaign raised over $1.85 million for cancer research at The Princess Margaret. (CNW Group/Princess Margaret Cancer Foundation)". Image available at: http://photos.newswire.ca/images/download/20151029_C5640_PHOTO_EN_532134.jpg

Image with caption: "Princess Margaret Cancer Foundation (CNW Group/Princess Margaret Cancer Foundation)". Image available at: http://photos.newswire.ca/images/download/20151029_C5640_PHOTO_EN_532138.jpg



For further information: Elspeth Baird, Director, #NoHairSelfie, The Princess Margaret Cancer Foundation Elspeth.baird@thepmcf.ca, 416-946-9868; Kevin Shea, Director, Public Relations, The Princess Margaret Cancer Foundation, Kevin.shea@thepmcf.ca, 416-946-2898

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