Procter & Gamble supports Canadian Breast Cancer Foundation's vision of
creating a future without breast cancer

TORONTO, Sept. 23 /CNW/ - What motivates a breast cancer survivor to rise and greet the day head-on? According to a recent study of Canadian breast cancer survivors, conducted by TNS on behalf of Procter & Gamble, almost half (48 per cent) said that their friends and family are what motivate them to get out of bed each morning.  Along with the support of friends and family, the breast cancer journey requires an enormous amount of personal strength, endurance and positivity. It is this empowered spirit that inspired P&G to support the Canadian Breast Cancer Foundation in its vision of creating a future without breast cancer.

Procter & Gamble is contributing to the Canadian Breast Cancer Foundation's efforts to advance breast cancer research.  The company is celebrating the strength of breast cancer survivors with Rise & Shine - a program that helps women to look and feel their best every day. By choosing participating brands from October through December 2010, Canadians are supporting a future without breast cancer.

"We believe every woman, every day, deserves to look and feel her very best," says Pam Baillie, External Relations Manager, P&G Beauty & Grooming.  "With the help of every Canadian, we can all rise to the challenge of a future without breast cancer."  Baillie notes that, "All Canadian women can look and feel beautiful through the Rise & Shine program, and at the same time, feel inspired knowing the brands they are supporting have made a commitment to the Canadian Breast Cancer Foundation.  The Rise & Shine program is a way to help Canadian women to shine inside, and out."

Looking and feeling beautiful is important to Canadian breast cancer survivors.  The TNS study also found that:

• 47 per cent of Canadian breast cancer survivors use beauty products to look and feel their best.

• 63 per cent of Canadian breast cancer survivors start their day with a beauty regimen consisting of one or more beauty products, which 38 per cent of those survivors feel helps to make them the person they want to present to the world each day.
  

• 71 per cent of Canadian breast cancer survivors are more likely to purchase a beauty product if it supports breast cancer awareness.

"We all know someone who has been affected by breast cancer," says Joanne Simons, Vice President, Development for the Canadian Breast Cancer Foundation's Central Office.  "With the Rise & Shine program, Procter & Gamble is helping the Foundation fund vital research, education and awareness programs across the country to make a difference in the lives of those living with this disease."

Breast cancer is the most common cancer among Canadian women. In 2010, an estimated 23,200 Canadian women will be diagnosed with breast cancer; on average that is 445 diagnoses every week.  One in nine (11 per cent) Canadian women is expected to develop breast cancer during her lifetime (this means by age 90). However, there is more cause to be optimistic. Since 1999, the incidence of breast cancer in Canada has stabilized. Since 1986, the breast cancer death rate has fallen by more than 30 per cent and is currently the lowest it has been since 1950. The significant improvement in survival rates for women with breast cancer since the mid-1980s is likely a result of improvements in screening and advances in treatment.

At present, the five-year relative survival rate for female breast cancer in Canada is 87 per cent which means that women diagnosed with breast cancer have an 87 per cent likelihood of living for 5 years after their diagnosis*.

Over half (54 per cent) of the surveyed breast cancer survivors want to share their strength and encouragement with other survivors providing words of support such as, "Persevere and overcome" and "Never give up, even for a moment." They want the world to know that breast cancer is not a death sentence.

The Rise & Shine program includes 10 brands to help Canadian women get a beautiful start to their day: Always, Venus, COVERGIRL, Crest, Head & Shoulders, Natural Instincts, Olay, Pantene Pro-V, Secret and Tampax.

With these supporting brands, Procter & Gamble has made a $160,000 contribution to the Canadian Breast Cancer Foundation to show its commitment to a future without breast cancer.  In addition to the $160,000 contribution, Procter & Gamble is giving another $1 for every Rise & Shine Facebook gift sent to a friend (up to a maximum of $40,000), which means that the contribution may be as high as $200,000.

For more information about the Rise & Shine Facebook application and how the Procter & Gamble Rise & Shine program makes a difference in the lives of Canadian women with breast cancer, please visit www.riseshine.ca.

About P&G Beauty & Grooming
P&G Beauty & Grooming products help make beauty dreams real for women and help men look, feel and be their best everyday.  With 8 billion dollar brands and products available in nearly 130 countries, P&G's beauty and grooming products delivered sales of over $27 billion in fiscal year 2009/10, making it one of the world's largest beauty and grooming companies.  P&G Beauty & Grooming offers trusted brands with leading technology to meet the full complement of beauty and grooming needs, including  Pantene®, Olay®, Head & Shoulders®, Max Factor®, Cover Girl®, DDF®, Frederic Fekkai®, Wellaflex®,  Rejoice®, Sebastian Professional®, Herbal Essences®, Koleston®, Clairol Professional®, Nice 'n Easy®, Venus®, Gillette®, SK-II®, Wella Professionals®, Braun® and a leading Prestige Fragrance division that spans from point of market entry consumers to high end luxury with global brands such as Hugo Boss®, Lacoste®, and Christina Aguilera®.  Please visit http://www.pg.com for the latest news and in-depth information about P&G (NYSE: PG) and its brands.

About the Canadian Breast Cancer Foundation
The Canadian Breast Cancer Foundation was founded in 1986 by a group of volunteers and has become the leading national volunteer-based organization in Canada dedicated to creating a future without breast cancer. The Foundation has invested $230 million since its inception to collaboratively fund, support and advocate for relevant and innovative breast cancer research, meaningful education and awareness programs, early diagnosis and effective treatment, and a positive quality of life for those living with breast cancer. Based in Toronto, the Canadian Breast Cancer Foundation has regional offices in British Columbia/Yukon, Prairies/North West Territories, Ontario and the Atlantic Region. For more information about the Canadian Breast Cancer Foundation please visit www.cbcf.org.

About TNS Canada
TNS Canada (www.tns-cf.com) is one of the country's most prestigious full-service marketing, opinion and social research organizations. Its roots go back to 1932 when Canadian Facts was established as the country's first survey research organization. Today, TNS Canada is a modern Canadian giant in providing market information and business insight, with offices in Toronto, Montreal, Ottawa and Vancouver.

*Source: Canadian Cancer Society/National Cancer Institute of Canada. Canadian Cancer Statistics 2010, Toronto, Canada, 2010

For further information: