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Canadian Breast Cancer Foundation Rolls Out New Integrated Campaign

Canadian Breast Cancer FoundationCanadian Breast Cancer Foundation (CBCF) releases its latest PSA campaign yesterday, marking the launch of its new breast health program to engage women about making healthy behaviour changes to reduce breast cancer risk, the campaign was developed by Toronto-based Idea Studio.

“In recent years, breast cancer mortality rates have decreased, yet incidence rates for Canadian women have remained the same,” says Sandra Palmaro, CEO, Canadian Breast Cancer Foundation – Ontario Region. “One in nine Canadian women will develop breast cancer in her lifetime, and we believe that incidence rates could be reduced by engaging with women about their breast health.”

As part of the campaign,  30- and 60-second PSA television spots were created and have already begun airing across the country  joining a series of print ads that also feature women involved in an active pursuit, from hockey to motorcycle riding to paddle boarding. All spots carry the headline, “You don’t have to be good to be healthy” and drive to a new blog site ( that inspires women to try #OneNewThing. It’s fully socially sharable and encourages women to add their own ideas into the mix. The blog will be updated regularly by the Foundation.