Metro is joining the fight against breast cancer by thinking pink.
Today, Metro is distributing its 815,000 papers from coast to coast on special pink newsprint.
Five per cent of the advertising revenues from today’s edition will be donated to the Canadian Breast Cancer Foundation, the leading national volunteer-based organization in Canada dedicated to eliminating breast cancer.
As Canada’s No. 1 free daily newspaper, with a high readership of young women, Metro is enthusiastic about contributing to this worthy cause.
“Going pink is our small way of participating in this initiative,” said Bill McDonald, Group Publisher of Metro English Canada.
“One of the most important health issues for our readership demographic is finding a cure for breast cancer.”
The move has resonated with the public. A recent national Metro Life Panel survey said 94 per cent of readers support the idea of the pink paper.
A representative of the foundation was excited to be approached with such an original initiative from Metro.
“This is a wonderful opportunity for the foundation to share news about the various activities taking place across the country — from updates on various research projects to articles that will focus on raising awareness and educating Canadians about breast cancer,” said Alison J. Youngman, chair of the National Board of Directors for the Canadian Breast Cancer Foundation.
Innovation was a key driver in the decision to run the first pink edition in Metro Canada’s young history, McDonald said, adding the paper is just one more example of its continued focus on creativity.
“We’re optimistic that this will become an annual partnership between Metro and the Canadian Breast Cancer Foundation,” he added.