October is Breast Cancer Awareness Month



    Screening Helps Reduce Death Rate

    TORONTO, Sept. 26 /CNW/ - Many women who have had breast cancer are alive
and well today because their cancer was detected and treated early.
    The latest cancer statistics, recently released by the Canadian Cancer
Society, show that the breast cancer death rate is declining due to more and
better screening and more effective treatments.
    "As we enter Breast Cancer Awareness Month, we celebrate the progress
that has been made against this devastating disease that affects so many women
and their families across Canada," says Heather Chappell, Senior Manager,
Cancer Control Policy, Canadian Cancer Society. "However, inroads must
continue to be made against this devastating disease that continues to take a
significant toll. It is the most common cancer among Canadian women."
    The age-standardized death rate for breast cancer for Canadian women has
dropped by 25 per cent since 1986. Current evidence shows that organized
screening with mammography and clinical breast examination - the most reliable
methods of finding breast cancer - have contributed to the declining death
rates.
    "We know screening works," says Chappell. "Barriers to screening must
continue to be identified and overcome. If more women are screened, more will
survive."

    
    The Canadian Cancer Society recommends the following guidelines:

    -   Women between the ages of 50 to 69 have a mammogram every two years.

        -  If you are between the ages of 40 and 49, discuss your risk of
           breast cancer and the benefits and risks of mammography with your
           doctor.
        -  If you are 70 or older, talk to your doctor about a screening
           program for you.

    -   Have a clinical breast examination by a trained health professional
        at least every two years if you are over the age of 40.

    -   Get to know your breasts. Talk to your doctors about any changes.
    

    "We encourage women to be familiar with their breasts so they know what
is normal for them," says Chappell. "We no longer recommend routine breast
self-examination as a way to find cancer. While it's important for women to
look and feel for any changes in their breasts, they don't need to follow a
particular technique or schedule. Many women have found their own cancers, and
being aware of what is normal for them is an important part of this."
    Chappell adds that the "ultimate goal with this cancer, as with all
cancers, is to find out more about how to prevent it from occurring in the
first place. Hopefully, continuing research will help identify opportunities
to reduce the risk of developing breast cancer."

    The Canadian Cancer Society is a national community based organization of
volunteers whose mission is to eradicate cancer and to enhance the quality of
life of people living with cancer. When you want to know more about cancer,
visit our website www.cancer.ca or call our toll-free bilingual Cancer
Information Service at 1 888 939-3333.


    Media Backgrounder: Working together to fight against breast cancer

    With the support of generous corporate partners, the Canadian Cancer
Society is leading the fight against breast cancer. This October, the Society
will raise funds and public awareness for breast cancer in partnership with
companies across Canada. We encourage Canadians to join in the fight against
breast cancer by supporting those companies that support us.

    Curves joins the fight against breast cancer

    Curves, the first fitness and weight loss facility dedicated to providing
affordable, one-stop exercise and nutritional information for women, is
joining with the Canadian Cancer Society in the fight against breast cancer.
During the month of October, participating Curves locations will offer new
members a discounted service fee of $49 for women that provide proof of a
recent mammogram or make a donation of $25 or more to the Canadian Cancer
Society for breast cancer research.
    Curves is demonstrating their commitment to breast cancer awareness and
research. For more information or to find a Curves location in your area visit
www.curves.com.

    Carpet One welcomes your support

    Carpet One, a leading retailer of carpet, laminates, vinyl, hardwood,
ceramic tile and area rugs, is celebrating Breast Cancer Awareness Month with
the introduction of ten specially designed welcome mats. The unique designs
feature the colours and symbols of the season and each mat is emblazoned with
a pink ribbon, the internationally recognized symbol for the fight against
breast cancer. This past spring, Carpet One Floor & Home continued the "Design
for a Cure" contest. The company invited consumers to enter their original
welcome mat designs and this year's winning design, Autumn Branches, will be
included in the fall collection.
    Beginning in October and continuing through November and December, Carpet
One will donate 25 per cent from the sale of each of the special mats to the
Canadian Cancer Society in support of breast cancer research and support
programs. For more information or to find a Carpet One retailer in your area
visit www.carpetone.ca.

    Energizer is inspired to keep going

    Energizer Inc., one of the world's largest manufacturers of primary, high
performance batteries and flashlights, is once again joining the Canadian
Cancer Society in support of the fight against breast cancer this October.
Energizer Canada's partnership with the Society is a demonstration of the
company's commitment to supporting community initiatives that are important to
their customers.
    In recognition of Breast Cancer Awareness Month, Energizer will make a
guaranteed $40,000 donation to the Canadian Cancer Society in support of
breast cancer research. As part of this campaign, Energizer will include a
special edition pink ribbon pin in limited edition packs of AA8 batteries,
available at leading retailers across Canada. Energizer will also provide
customers with the Society's breast cancer prevention information on special
product displays throughout the campaign.

    Laura Canada introduces the "Wrapped with Love" Compact Mirror and Heart
    Pendant

    Laura Canada is a longstanding proud supporter of the Canadian Cancer
Society in the fight against breast cancer. Since 1998, Laura Canada, with the
support of its Laura, Laura Petites, Laura Plus, Laura Superstore and Melanie
Lyne customers, has raised more than $1.5 million for breast cancer research
and support programs.
    This October, these stores are proud to offer two items in support of
Breast Cancer Awareness month. The "Wrapped with Love" pink faceted glass
heart pendant necklace with 40 cm rhodium plated chain and the "Wrapped with
Love" compact mirror featuring one regular and one magnifying mirror. Each
item will be sold for $10 (plus applicable taxes) and comes with a pink
organza keepsake pouch. Five dollars from every "Wrapped with Love" pink heart
pendant necklace and "Wrapped with Love" compact mirror will be donated to the
Canadian Cancer Society to fund breast cancer research and support programs.
    Laura Canada also raises funds throughout the year through its Laura
Privilege card (a customer loyalty program that offers a 10 percent discount
on purchases). A portion of the proceeds from the sale or renewal of each card
is donated to the Canadian Cancer Society in support of breast cancer research
and support programs.
    For more information about the "Wrapped with Love" compact mirror and
heart pendant or the Laura Privilege card, call your local store today or
visit www.lauracanada.com.

    Pantene's Beautiful Lengths is making the kindest cut

    Beginning this October, there is a meaningful way for Canadians to help
women during the greatest fight of their lives. Pantene and the Canadian
Cancer Society are joining together for the Pantene Beautiful Lengths
campaign. This new partnership encourages Canadians to donate their hair to
create real-hair wigs for women who have lost their hair due to cancer
treatment.
    In addition to creating and donating wigs, Pantene has made a
$100,000 contribution to the Canadian Cancer Society to support cancer
research. Canadians who are unable to donate their hair to help create wigs
are encouraged to make a donation in support of the campaign. For more
information about the Pantene Beautiful Lengths program, and how you can help
make a difference in the lives of Canadian women battling cancer, please visit
www.pantene.ca or call 1 800 945-7768.

    Procter & Gamble demonstrates that "Caring is Beautiful"

    For the third year in a row, Procter & Gamble (P&G) is launching "Caring
is Beautiful," an educational campaign focusing on promoting women's health.
P&G, Canada's leading consumer products company, is making a donation of
$55,000 to the Society on behalf of the participating brands such as Pantene,
Always, Crest, Oral B, Ivory, Pure Divine, Herbal Essences, Nice' n Easy,
Infusium and Scope throughout the months of September and October.
    In support of the campaign, P&G representatives will be distributing
product samples and literature to shoppers at 100 Wal-Mart stores across
Canada from September 13-27, 2007.

    Royal Canadian Golf Association encourages women to "Golf Fore the Cure"

    The Royal Canadian Golf Association (RCGA) once again selected the
Canadian Cancer Society as their charity of choice for the 2007 "Golf Fore the
Cure" series of events - the signature charity event of their Women's
Division. This program raises funds for the fight against breast cancer while
promoting women's participation in the game of golf. Throughout the summer
months, women across the country participated in "Golf Fore the Cure" events
in support of breast cancer research. For more information about "Golf Fore
the Cure," visit www.rcgagolfforethecure.ca.

    Royal Doulton presents their new charity figure of the year

    Royal Doulton is once again proud to support the Canadian Cancer Society
with their annual charity figurine. Made from translucent fine china,
"Affection" is an all-new design that makes an elegant and meaningful
contribution to the fight against breast cancer. Royal Doulton, a leading
supplier of ceramic tableware, giftware, collectables, home furnishings and
interior accessories, will donate $25 from the sale of each "Affection"
figurine to the Society in support of breast cancer research and support
programs. For more information or to find out where you can purchase
"Affection," please visit www.royaldoulton.com.

    TPS Hockey encourages players to paint the rink pink

    The Canadian Cancer Society is proud to be the Canadian charity partner
for TPS Hockey's annual TPS Tribute to Hockey Moms. On March 16, 17, and 18,
2007, NHL players throughout the league hit the ice with a pink hockey stick
to support the fight against breast cancer.
    This year, TPS Hockey has made their special pink sticks available to
players at every level. TPS Hockey is donating five per cent of the proceeds
from the sale of every special edition pink stick sold at the retail level to
the Canadian Cancer Society. The sticks are available at retail locations
across Canada, including select Play It Again Sports and Sports Experts. All
funds raised by TPS Hockey will help support breast cancer research. For more
information, visit www.tpshockey.com.

    Wal-Mart Canada helps shoppers make a difference

    Wal-Mart Canada will once again join the Society by raising funds and
awareness in support of the fight against breast cancer in the month of
October. For the fourth year, Wal-Mart has invited its vendors to support the
Society with a contribution towards breast cancer research. Last year,
Wal-Mart and its intimate apparel and ladies wear vendors donated over $80,000
in support of breast cancer research. This year's participating Wal-Mart
vendors include: BL Intimates, Triumph, Silks, 725, BUM, Penman's, Penman's
Plus and George.
    Wal-Mart will be profiling their support with in-store promotions and a
special Breast Cancer Awareness Month edition of the regular Wal-Mart flyer
that features Society breast cancer information. To find a Wal-Mart store near
you, please visit www.walmartcanada.ca.
    The Canadian Cancer Society is also proud to acknowledge our partners
that raise funds for the fight against breast cancer at other times of the
year, including Cotton Ginny and The Pampered Chef.

    The Canadian Cancer Society is a national community based organization of
volunteers whose mission is to eradicate cancer and to enhance the quality of
life of people living with cancer. When you want to know more about cancer,
visit our website www.cancer.ca or call our toll-free bilingual Cancer
Information Service at 1 888 939-3333.


    Media Backgrounder: Breast cancer

    The facts

    
    -   Breast cancer is the most commonly diagnosed cancer in women and the
        second most common cause of cancer death in women.

    -   An estimated 22,300 women will be diagnosed with breast cancer in
        Canada in 2007. An estimated 5,300 women will die from the disease.

    -   A woman has a 1 in 9 chance of developing breast cancer in her
        lifetime.

    -   The death rate for breast cancer for Canadian women has fallen 25%
        since 1986.

    -   Since 1999, the breast cancer incidence rate has been stabilizing.

    What we're doing

    The Canadian Cancer Society works across Canada to ensure that no one is
alone in the fight against cancer. As Canada's leader in the fight against
cancer, we:

    -   support excellent breast cancer research

    -   educate women about early detection

    -   provide information and support to women living with breast cancer,
        their families and their caregivers

    Breast cancer research

    Since 1993, the Canadian Cancer Society has dedicated $86.4 million
through the National Cancer Institute of Canada and the Canadian Breast Cancer
Research Alliance to fund a broad range of breast cancer research projects
across Canada, including:

    -   Development of a new way to use magnetic resonance imaging (MRI) as a
        simpler and pain-free tool for detecting if breast cancer has spread
        to other parts of the body.

    -   Research examining the benefits of metronomic chemotherapy - a new
        approach to treatment where patients are given lower doses of anti-
        cancer drugs over prolonged periods of time without a break. The goal
        of this research is to improve thee effectiveness of the drugs while
        reducing their side effects.

    -   A study assessing what kind of information breast cancer patients and
        their family members need about complementary therapies during their
        treatment decision-making process.
    





For further information:

For further information: Alexa Giorgi, Bilingual Communications
Specialist, (416) 934-5681


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