Breast Health Calendar Aims to Inspire Awareness
A calendar designed to promote awareness of women's breast health should also get Canadians talking about a much-needed national breast cancer prevention movement.
Sept. 12, 2002 - GUELPH, Ont. -- Breast of Canada 2003 will reach stores across Canada this month. Its tasteful mix of artistic nude portraits, timely consumer information and a few light-hearted touches are sure to attract attention.
"It's guaranteed to inspire conversation - and that's great," says publisher Sue Richards of Guelph's Art Jam. "If people aren't talking about what causes breast cancer or how to prevent it, they're certainly not doing anything about it."
The second annual Breast of Canada calendar was unveiled today and will be available in more than 200 stores across the country in time for Breast Cancer Prevention Month in October.
Net proceeds from the $19.95 calendar will go to support the work of the Canadian Breast Cancer Network, the national voice of breast cancer survivors, which represents more than 150 support and advocacy groups across the country.
"Breast of Canada is an extraordinary and important breast health tool that will help raise awareness and motivate action about the prevention and early detection of breast cancer," said Michelle Kowlessar, National Communications and programs Coordinator for the CBCN.
The calendar features black-and-white portraits of women's breasts by Guelph photographer Melanie Gillis.
All of the 26 amateur models - including a breast-cancer survivor whose mastectomy scar is lovingly concealed by the hands of her two daughters - are volunteers. The models' faces are not shown in the portraits, although their names are listed in the calendar's credits.
The 2002 calendar became the subject of national media attention when the Canadian Breast Cancer Foundation last year refused to accept proceeds from its sale because it was considered too "controversial." Since then, BoC's web site has attracted nearly 880,000 hits and now receives an average of 5,000 visits per day.
"Breast of Canada has proven itself to be an effective attention-grabber and an outstanding vehicle for a vitally important message," said Richards. "Close to 20,000 BoC 2002 calendars have been hanging on people's walls for months, each one reminding its owner to think about breast health."
Most of the photos in the 2003 edition promote recreation and fitness. Recent studies have showed that physical activity at any age is the best way for women to reduce their risk of breast cancer.
Richards said the calendar was not created to be provocative or offensive. "We are trying to portray women's breasts from all age groups in the context of health and wellness," she said. "These are artistic, respectful photos that we hope will expand people's perception of breasts in a positive, life affirming way."
The calendar includes a detailed illustration of how to conduct breast self-examinations, resources for further information on breast cancer prevention and cause, and tips and tidbits about breast health, tributes to historic women sports figures and interesting breast lore.
Richards also adds a couple of new key dates to the calendar itself.
July 13 has been designated Breast of Canada Day. Richards hopes that Canadians will engage in their own positive and celebratory activities that will bring a greater understanding to what is needed to make breast health a priority in their family and community.
And February 13 has been dubbed Dead Bra Day, a day for women to toss out their limp and tired old bras. "I don't care what people do with them," Richards laughed. "Maybe someone will want to turn the dead bras into an art installation."
Earlier this year, Richards launched an appeal for sponsorships and advance sales orders after the inaugural edition encountered financial difficulties.
Sponsors for BoC 2003 include greens+ Canada, the Topfree Equal Rights Association and The Naturist Society, plus one anonymous donor.
"Many other donations from individuals came in over the winter and spring, which was a pretty strong indicator to me that BoC was appreciated and supported," Richards said.
Art Jam has already announced that the theme for the 2004 BoC calendar will be creativity. Photographers from across Canada are invited to submit black-and-white portraits for the 2004 edition, provided the models are anonymous and their breasts are photographed in a creative manner.
For further information, contact:
Sue Richards
519-767-0142