Astral Mix and Wonderbra Launch Inaugural Bras for the Cause Initiative to Benefit the Canadian Breast Cancer Foundation

Astral Mix is proud to partner with Wonderbra in support of its inaugural Bras for the Cause initiative benefiting the Canadian Breast Cancer Foundation.  Bras for the Cause kicks off on Friday October 1st, coinciding with the start of Breast Cancer Awareness Month.  boom 97-3 listeners will be asked to donate gently used bras at drop off locations in Bay retail stores across the Greater Toronto Area, with Wonderbra donating $1 for every bra collected. 


“The Bras for the Cause campaign is a new and innovative way to get the community involved by donating their gently used bras which in turn will generate funds for research and support for thousands of Canadians and their families that are touched by breast cancer,” says Tina Yanbestian, Marketing Manager Wonderbra Canada.


15 Bay stores in the Greater Toronto Area have partnered with Wonderbra in this event with collection points for the duration of the campaign. During store hours, consumers will be able to donate their gently used bras at participating Bay stores: Drop off bins will be placed in the department stores for customers to make their bra donation. Furthermore, the boom 97-3 street team will be wearing attention grabbing “bra T shirts” and taking their customized, clear bra bin with them to various events throughout the month, implementing a strong grassroots element, an essential strategic focus of this campaign.


Bras for the Cause follows in the footsteps of the great success of the annual program launched in Montréal in 2008 with Astral’s RockDétente (referred to as Osez le donner), which has raised more than $230,000.  Now in its first year in Toronto, the fundraiser is generously supported by Astral Radio and Astral Out-of-Home. A unique Out-of-Home execution will see a transit shelter at College and McCaul Street filled with actual bras. This was created in addition to a regular transit shelter advertising campaign to support and draw attention to the cause and the campaign. 


“We are thrilled to bring this multi-platform campaign to life,” says Michelle LaBarre, VP Astral Mix. “Consumers will hear about this cause on-air, on-line, on-site and through the very creative use of our transit shelters. I believe it’s safe to say we are the first to fill a transit shelter with actual bras!”