Announcing La Virée Rose: a major province-wide initiative for breast health - The Quebec Breast Cancer Foundation: coming soon to your community!

MONTREAL, June 9, 2014 /CNW Telbec/ - This morning, the Quebec Breast Cancer Foundation unveiled La Virée Rose, the most important initiative for breast health awareness and education ever launched in Quebec. A large, fully outfitted RV will embark on a tour, criss-crossing Quebec for 20 weeks to encourage women to take care of their breast health.

"La Virée Rose is an especially important initiative for us, because we'll be meeting thousands of women in their home communities," said Francine Cléroux, the Foundation's CEO. "It goes well beyond a conventional awareness campaign. More than three-quarters of women do not regularly observe their breasts, either because they're afraid or don't know what to do, or because they're convinced they can't do it. This unique project will enable us to teach women how to be breast aware and establish a dialogue with them to spur them to action."

From June to October, La Virée Rose will visit more than 120 cities across the province. Ambassadors trained by the Foundation will be on hand at all times to respond to women's questions and concerns and help them demystify the three breast health practices in an engaging and interactive way.

"The Foundation is a very important partner for our healthcare network. Together, we continue to fight breast cancer with determination, through prevention and early detection. La Virée Rose is a fine example of how hard the Foundation works to reach people in their community, to make them aware of the risks associated with detecting the disease in its later stages," has made known Dr. Gaétan Barrette, Minister of Health and Social Services.

This major project is made possible in part by the generosity of two principal partners: La Virée Rose is presented by Pharmaprix, in collaboration with CIBC.

"As part of our commitment to the health and well-being of Canadians and our specific focus on women's health through Pharmaprix FEMMES, La Virée Rose represents a significant opportunity for Pharmacist-owners affiliated with Pharmaprix to help educate and empower women across the province on their breast health, " said Éric Bouchard, Senior Vice-President, Pharmaprix , presenting sponsor of La Virée Rose. "Pharmacists will offer advice on healthy habits throughout La Virée Rose and involve available staff nurses to manage detection issues and redirect patients to physicians when required."

"Breast cancer is a cause that is very close to our hearts at CIBC, because it impacts so many Canadians," said Sylvain Vinet, Region Head of Eastern Canada.  "CIBC is proud to join the Quebec Breast Cancer Foundation as sponsor of La Virée Rose and help women take charge of their breast health, with the knowledge and tools that can lead to earlier detection and diagnosis - and may ultimately save lives.  We are delighted that the tour will be making stops at a number of CIBC branches, giving our employees the opportunity to demonstrate our long-term commitment to this critical health issue."

One in nine women will receive a breast cancer diagnosis in her lifetime. In Quebec, 6,000 new cases will be detected this year alone. For this reason, La Virée Rose is a crucial initiative: early detection puts the odds in the patient's favour.

La Virée Rose will have its first official stop on June 9, from 2:30 pm to 5:30 pm, at the Pharmaprix located at 8371, Newman boulevard, in Lasalle borough.

For more information about La Virée Rose or updates to its itinerary, visit pinktourqc.org

About the Quebec Breast Cancer Foundation
A registered charity, the Quebec Breast Cancer Foundation has a mission to fund research and innovation, support women affected by the disease and their families, and promote their interests, as well as making breast health a priority through education and awareness initiatives. In the past five years, the Foundation has raised more than $17 million for the fight against this cancer. For additional information, please visit www.rubanrose.org.

About Shoppers Drug Mart Corporation

Shoppers Drug Mart Corporation is one of the most recognized and trusted names in Canadian retailing.  The Company is the licensor of full-service retail drug stores operating under the name Shoppers Drug Mart (Pharmaprix in Québec).  With 1,253 Shoppers Drug Mart and Pharmaprix stores operating in prime locations in each province and two territories, the Company is one of the most convenient retailers in Canada.  The Company also licenses or owns 56 medical clinic pharmacies operating under the name Shoppers Simply Pharmacy (Pharmaprix Simplement Santé in Québec) and six luxury beauty destinations operating as Murale.  As well, the Company owns and operates 62 Shoppers Home Health Care stores, making it the largest Canadian retailer of home health care products and services.  In addition to its retail store network, the Company owns Shoppers Drug Mart Specialty Health Network Inc., a provider of specialty drug distribution, pharmacy and comprehensive patient support services, and MediSystem Technologies Inc., a provider of pharmaceutical products and services to long-term care facilities.

For more information, visit www.shoppersdrugmart.ca.

About Pharmaprix FEMMES

Pharmaprix FEMMES represents the organization's commitment to improving the health of all Canadian women in body, mind and spirit. Brought to life through eight partnership programs, created with leading experts and institutions in women's health, this national initiative connects women to health information and resources that help ensure their health only gets stronger. More information can be found at www.pharmaprix.ca/femmes.

About CIBC

CIBC is a leading North American financial institution with 11 million personal banking and business clients. CIBC is committed to supporting causes that matter to our clients, our employees and our communities. We aim to make a difference in communities through corporate donations, sponsorships and the volunteer spirit of employees. With a strategic focus on Kids, Cures and Community, and employee commitment to causes, including the Canadian Breast Cancer Foundation CIBC Run for the Cure, the CIBC Children's Foundation and United Way, we are investing in the social and economic development of communities across the country. In 2013, CIBC contributed more than $41 million to 1,870 charitable and non-profit initiatives in over 430 communities. You can find other news releases and information about CIBC in our Media Centre on our corporate website at www.cibc.com.

SOURCE: Quebec Breast Cancer Foundation

For further information:

Camille Lemay
Morin Relations Publiques
514-289-8688, ext. 229
[e-mail]