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Canadian Breast Cancer Foundation begins awareness campaign

The Canadian Breast Cancer Foundation has begun a public service announcement campaign intended to raise awareness of its new breast health program. The campaign, developed by Idea Studio of Toronto, seeks to inform women that they can lower their risk of breast cancer by making healthier living choices. The national initiative includes 30- and 60-second television commercials as well as print advertising. The creative depicts women in a variety of active pursuits such as hockey, motorcycle riding and paddle boarding. The ads feature the copy, "You don't have to be good to be healthy." The ads also direct viewers to a blog at <>. "The communication challenge is that the ways of prevention for breast cancer are not unique to this particular disease," said Idea Studio creative director Bruce Sinclair. "Instead of lecturing about healthy choices women have already heard, the approach we took was to encourage women to step out of their comfort zone and push themselves to try new things, regardless of just how good they might be at it. The benefit comes from simply getting out there and trying."

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