Shoppers Drug Mart gets physical for cancer charity

The drugstore chain and Princess Margaret Hospital Foundation make like Fatboy Slim with a downtown Toronto stunt to raise awareness of the rebranding of the Weekend to End Breast Cancer, and Shoppers' new title sponsorship.

They were quite the sight in their pink shirts, sweatbands and ‘80s aerobics moves as supporters of the newly rebranded Weekend to End Women’s Cancers participated in a public aerobics class in downtown Toronto yesterday to raise awareness for the cause.

The stunt was part of an effort by the charity to both raise awareness of its new name and expanded mandate – previously, it was the Weekend to End Breast Cancer – and to promote Shoppers Drug Mart’s new support of the cause. It took place in front of a Shoppers store in the subterranean level of the Hudson’s Bay Centre on Bloor St. in Toronto, while shoppers milled amongst the pink-shirted. Similar events took place across the country in Vancouver, Montreal, Ottawa, Calgary and Edmonton.

A national media buy, handled by Toronto-based The Collective, is also in place to promote the event, including print (Globe and Mail), TV and radio.

‘To kickoff the new event we wanted to stage something fun and impactful, kinda like the event itself, and so this seemed a perfect fit,’ Jackson Wightman, spokesperson for the Weekend to End Women’s Cancers, tells MiC. ‘Moreover it allowed us to involve all our key constituents in something fun, from our walkers to hospital staff to employees of Shoppers Drug Mart, the new official national title sponsor. We were pleased that heads were turned.’

Shoppers Drug Mart, a chain which also includes Pharmaprix, was equally pleased to be a part of the event and promote the cause through an activity that included both staff and supporters, Tammy Smitham, director, communications and corporate affairs, Shoppers Drug Mart, tells MiC.

‘We are excited to launch our title sponsorship with an amazing kick-off that involves employees from our Shoppers Drug Mart and Pharmaprix stores in all six walk sites,’ she said. ‘We hope that through [this] launch we can create increased awareness for this fantastic fundraising event and mobilize more women and men across Canada to join the cause.’