Awareness Day this Saturday at Canada Safeway Stores Throughout Western Canada is Helping to Create a Future Without Breast Cancer

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The Canadian Breast Cancer Foundation is pleased to have Canada Safeway as a community partner in creating a future without breast cancer. Awareness Day is an opportunity during Safeway’s month-long in-store campaign to focus on the impact breast cancer has on the lives of the over 22,000 Canadians diagnosed annually.

WHAT: Canada Safeway Awareness Day in support of the Canadian Breast Cancer Foundation
WHEN: Saturday, October 20, 2012, 10:00 AM to 4:00pm
WHERE: All Canada Safeway stores        
WHO: Canadian Breast Cancer Foundation volunteers and Canada Safeway employees
WHY: The Canadian Breast Cancer Foundation is pleased to have Canada Safeway as a community partner in creating a future without breast cancer. Awareness Day is an opportunity during Safeway’s month-long in-store campaign to focus on the impact breast cancer has on the lives of the over 22,000 Canadians diagnosed annually.

Foundation volunteers will be in-stores throughout Western Canada distributing risk reduction information to shoppers, and bringing awareness to the cause and the work of the Canadian Breast Cancer Foundation.

During the month-long in-store campaign, Safeway customers are invited to make a contribution at the checkstand when shopping at their local Safeway. When a contribution of $2.00 is made customers will receive five AIR MILES® reward miles. Ricardo and Canada Safeway have also dedicated 25% of the sales of the Ricardo cookware line to the Foundation during the month of October.

Customers can also pick up a copy of television star Kaitlyn Regehrs ‘Pink Ribbon Pink Ups’ 2013 Calendar. The vintage pin-up style calendar sells for $10.99 and highlights breast cancer survivors of all ages and walks of life and promotes a healthy body image for women during and after breast cancer treatment. 100% of all proceeds from the sale of the calendar will be donated to the Foundation and customers who purchase a calendar from October 19-21st, 2012, at Safeway will receive 20 bonus AIR MILES® reward miles.

Throughout the ten year partnership between the Canadian Breast Cancer Foundation and Canada Safeway, over $9.6 million has been raised to support innovative breast cancer research, education and awareness projects.

About the Canadian Breast Cancer Foundation
For over 25 years, the Canadian Breast Cancer Foundation has been at the forefront of a nation-wide movement to raise awareness and mobilize action on breast cancer. Today, the Foundation is the leading organization in Canada dedicated to creating a future without breast cancer. Since 1986, from coast to coast, we have invested over $274 million to fund vital research and community health grants that have led progress in breast cancer prevention, diagnosis, treatment and care. Visit cbcf.org for more information.

About Safeway (Safeway.ca)
Canada Safeway, a wholly owned subsidiary of Safeway Inc. operates 224 stores across Western Canada. Safeway Inc. is a Fortune 100 company and one of the largest food and drug retailers in North America, based on sales. The company operates 1,666 stores in the United States and western Canada and had annual sales of $43.6 billion in 2011. The company’s common stock is traded on the New York Stock Exchange under the symbol SWY.

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For information contact:

Sydney Nusbaum
Specialist, Marketing & Communication
Canadian Breast Cancer Foundation - BC/Yukon Region
Office: 604.683.2873 x 237
Email: snusbaum(at)cbcf(dot)org

Betty Kellsey
Public Affairs Manager
Canada Safeway Limited
403-730-3511
Email: betty.kellsey(at)safeway(dot)com

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Sydney Nusbaum
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