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Rethink Breast Cancer, Loblaw conduct joint campaign

Toronto-based charitable organization Rethink Breast Cancer is conducting a fundraising and awareness campaign in association with Loblaw Companies' Joe Fresh Style division. The initiative involves the sale of t-shirts and a new colour of nail polish at Loblaw stores nationally, the proceeds of which will go to the charity. The campaign also features actress Kim Cattrall and a contest component. Consumers can enter by submitting a photograph of themselves wearing the campaign t-shirt to <>, or by describing the way in which they wear the shirt. The winner will receive a two-day trip for two to Toronto, $500 in Joe Fresh Style merchandise and tickets to the 2011 Joe Fresh Fashion Show. "Our partnership with Loblaw, now in its second year, allows us to reach millions of Canadians through the Loblaw network of stores," says MJ DeCoteau, executive director of Rethink Breast Cancer. "Fashion Targets Breast Cancer has raised over $1.5 million since 2001, but just as important as fundraising is the opportunity to educate everyone about breast health."

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