Rethink Breast Cancer Demystifies Confusion around Breast Self-Exams

    Rethink Breast Cancer's TLC program gives women practical information to
    help improve early detection of breast cancer

    TORONTO, Sept. 27 /CNW/ - At a time when women are receiving so much
information about how they can prevent breast cancer, Rethink Breast Cancer
continues to work towards supporting women to navigate and understand current
research and information about the disease. "There is always new information
about breast cancer and Rethink's role is to help navigate and understand it
and then put into practice what the information supports," says Mary-Jo
DeCoteau, Rethink Breast Cancer's Executive Director. "It is a priority for
Rethink Breast Cancer to give everyday real life women everyday real life
things they can do to maintain breast health".
    Based on Canadian and international research about breast self exams, as
well as Rethink's findings that many women do not check their breasts because
of confusion and fear, Rethink decided that they would no longer promote
traditional breast self exams. Rethink moved quickly to develop a program that
would help women to understand what they could do to stay on top of their
breast health. Rethink Breast Cancer launched their TLC (Touch, Look, Check)
campaign, which introduced a new approach to the traditional breast self-exam.
Designed to encourage a simple and effective way of thinking about breast
self-exams, the TLC campaign reinforces three significant messages for breast
awareness: TOUCH breasts and feel for anything unusual; LOOK for changes and
be aware of shape and texture; CHECK anything unusual with a physician.
    "We have been working hard for the past 18 months to ensure that as many
women as possible have access to ways to be breast aware," says Mary-Jo
DeCoteau. "Announcements that tell women there is a shift in thinking about
how they can do breast exams can potentially be a very confusing message to
hear." Rethink Breast Cancer is a leading supporter of women in helping ensure
they maintain their breast health, especially at confusing times when research
says breast self-exams do not work. This has been a focus of Rethink's for the
past 18 months since launching their TLC program.
    The response from young women to Rethink's TLC program has been very
positive. "We felt it was important that we offered a program to support women
in understanding the shift away from breast self-exams. We wanted to continue
to help women understand how they can best monitor their breast health without
feeling intimidated or afraid," adds DeCouteau. Rethink continues to promote
the TLC messaging in a variety of their innovative support and awareness

    About the TLC Campaign

    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 breast exams. 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
    In October 2007 Schick and Rethink are distributing the TLC cards through
La Senza.

    About Rethink Breast Cancer

    Rethink Breast Cancer is an innovative charity that reaches out to young
people concerned about and affected by breast cancer. By taking a breakthrough
approach to all aspects of breast cancer - medical research, support, public
awareness and fundraising - Rethink Breast Cancer is expanding support for the
cause. Rethink has brought together some of Canada's leading scientists to
develop a much needed research program focused on cultivating the talent of
new young researchers. To find out more about Rethink Breast Cancer, visit

For further information:

For further information: Alison Gordon, Director of Marketing and
Communications, Rethink Breast Cancer, (416) 920-0980 ext. 223,; Mary-Jo DeCouteau, Executive Director,
Rethink Breast Cancer, (416) 920-0980 ext. 222,

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