Metro is joining the fight against breast cancer by thinking pink.
Today, Metro is distributing its 815,000 papers coast to coast on pink newsprint and donating five per cent of advertising revenues to the Canadian Breast Cancer Foundation.
As Canada’s No. 1 free daily newspaper, with a high readership of young women, Metro is enthusiastic about the 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 national Metro Life Panel survey said 94 per cent of readers support the idea.
Alison J. Youngman, chair of the National Board of Directors for the foundation, said the initiative is original and exciting.
“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,” she said.
Innovation was a key driver in the decision to run the first pink edition in Metro Canada’s young history, McDonald said.
“We’re optimistic that this will become an annual partnership between Metro and the Canadian Breast Cancer Foundation,” he added.