Check Out My Breasts - Breast Cancer Ads Get Racy

Launched by a Canadian breast cancer campaign called Fashion Targets Breast Cancer, CheckOutMyBreasts.com is an interactive site that features a video of a model SHOWING women how to check their breasts for cancer.  The site is informative, and yes, includes nudity.  I’m sure they’ll get a lot of viral traffic.  As part of the campaign, Canadian women are encouraged to buy the Rethink shirt and wear it on May 26.

From Rethink’s Check Out My Breast Site
Join thousands of women and men across Canada and show you care by wearing your Fashion Targets Breast Cancer T-shirt on Friday May 26th. Rethink wants to see the whole country in this year’s red hot colours on Fashion Targets Friday!

You can even get your whole company (mommy group, ultimate frisbee team, book club etc.) involved in a group show of support.

To find out, visit www.fashiontargetsfriday.com

The Press Release:

TORONTO, May 4 /CNW/ - Fashion ‘targets’ breast cancer with the annual
launch of the popular Fashion Targets Breast Cancer campaign designed to raise
awareness and funds for important breast cancer research and education.
Directed by Rethink Breast Cancer, the crimson & tangerine coloured ‘target
tee’s’ are available at Roots stores across the country.
In addition to the tees, style conscious Canadians can now show their
support in a variety of branded apparel. New for 2006, Roots and Rethink
Breast Cancer have introduced tank tops, caps, and added black tees to the
mix.
“Roots is pleased to be a partner of this style-conscious campaign,” says
Michael Budman, co-founder of Roots. “We have a long history of social and
environmental responsibility and support the innovative efforts of Rethink
Breast Cancer and their goal to educate Canadians about breast cancer through
creative and unconventional means.”
Now a worldwide initiative in 13 countries on 5 continents, Fashion
Targets Breast Cancer was inspired by Ralph Lauren in 1994. Keeping a
commitment to Washington Post fashion editor and friend Nina Hyde, who died
earlier that year, Lauren launched the target tees at New York Fashion Week.
Since then, Fashion Targets Breast Cancer has become the worldwide fashion
community’s singular and most successful response to breast cancer, raising
more than $40 million.

CHECKOUTMYBREASTS.com
T-shirt sales will be supported by a public service ad campaign that
encourages consumers to go online to www.checkoutmybreasts.com and discover
important messages about breast health. Developed by the award-winning ad
agency ZiG, the website aims to encourage new dialogue about breast self
exams.
“It’s an innovative campaign,” says MJ DeCoteau, executive director of
Rethink Breast Cancer. “Most information directed at women is clinical and can
be intimidating. There are many mixed messages about the best way to conduct a
breast self exam. Rethink aims to educate that there are no rules. There’s no
wrong way to check your breasts; you just have to check them regularly to know
if there are any changes.”

Fashion Targets Fridays
On Friday, May 26 Rethink Breast Cancer is calling on all Canadians to
show their support by wearing their target-branded fundraising apparel. The
charity is getting corporate Canada to participate with employees wearing the
Fashion Targets t-shirt to work and holding fundraisers for Rethink.
Participating businesses are eligible to win a variety of prizes including a
catered Breakfast of Champions prize sponsored by T-FAL that will recognize
the company that sells the most t-shirts.
“It’s such a strong statement to see individuals from all walks of life
showing their support by wearing their target tees together on Friday, May
26,” says DeCoteau. “Breast cancer affects over 21,000 women directly each
year and touches countless lives. These contributions will lead us to our
collective goal of a future free from breast cancer.”
As a bonus to consumers all t-shirts sold will come with a complimentary
Schick Quattro for Women razor. Schick is a proud supporter of Rethink Breast
Cancer.
All money raised by Rethink Breast Cancer goes directly to cutting-edge,
peer-reviewed Canadian breast cancer research. To date more than $750,000 from
t-shirt sales has been raised in Canada. Corporate sponsors of the program
include: Roots, Schick, T-FAL, ZiG and Empire PR. In addition to media
partners Fashion, Fashion 18, Wish, The Look, Gardening Life, Canadian Family,
National Post, & sweetspot.ca.

Editors Notes:

Rethink Breast Cancer is a bold and innovative charity for young women
concerned about or affected by breast cancer. They are dedicated to thinking
differently about how to beat breast cancer. By taking a breakthrough approach
to all aspects of breast cancer-medical research, public awareness and
fundraising, Rethink will play an important role in expanding support for the
cause.
Fashion Targets Breast Cancer apparel is available at Roots stores across
the country or by calling 1-800-208-0521. The fundraising collection includes:

Fitted T-shirt with lycra $30 available in black and white XS/S/M/L/XL
Classic (men’s/unisex) T-shirt $30 available in black and white
XS/S/M/L/XL
Women’s cotton lycra tank $30 available in white XS/S/M/L/XL
Women’s jersey tank $26 available in white XS/S/M/L/XL
Fashion Targets Breast Cancer cap $24 available in black and white

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
the CNW Photo Network and archived at http://photos.newswire.ca.
Additional archived images are also available on the CNW Photo Archive
website at http://photos.newswire.ca. Images are free to accredited
members of the media/

For further information: Laura Simpson or Tim Gallant, Empire PR,
(416) 203-8060, media@empirepr.ca