Rouge fm becomes Rose fm for a good cause for a second year!

Rouge fm becomes Rose fm for a good cause for a second year!

Montreal, May 2, 2013 – Today, 107,3 Rouge fm launches the sixth edition of its Osez le donner operation in collaboration with DeSerres. Since 2008, more than $750,000 has been donated to the Quebec Breast Cancer Foundation as part of this huge collection which has become a real annual tradition. To kick off Osez le donner in spectacular fashion for a second year in a row, the entire Rouge fm network will become Rose fm for a weekend! New this year, to help spread the word for the cause, singer Marilou and hosts Isabelle Racicot and Maripier Morin join the 107,3 Rouge fm hosts as ambassadors.

A weekend in pink all over Quebec!
Starting tomorrow, the 9 stations of the Rouge fm network throughout Quebec slip off the red and slip on the colour pink, as the network becomes Rose fm, both on the air and online (rosefm.ca) for the entire weekend. With this metamorphosis, Rouge fm demonstrates its support for the Quebec Breast Cancer Foundation and encourages listeners to raise funds for this cause that touches almost all women and their loved ones.

Exclusively for this Rose weekend, on Saturday the 4th and Sunday the 5th of May, listeners are invited to drop off their bras at DeSerres stores throughout Quebec. For each bra collected, DeSerres will donate $1 to the Quebec Breast Cancer Foundation, up to a total of $150,000. During this weekend, DeSerres will also donate 3% of its in-store sales throughout Quebec to the Quebec Breast Cancer Foundation. DeSerres also sells in its stores and on its website deserres.ca, La Collection, a series of objects in the Foundation’s image, for which 100% of the profits are donated to the Quebec Breast Cancer Foundation all year long.

New for 2013: the Osez le donner ambassadors
This year, three ambassadors join the 107,3 Rouge fm hosts for the massive Osez le donner operation to further promote the cause: Marilou (the week of May 6), Isabelle Racicot (week of May 13) and Maripier Morin (week of May 20). They will lend their voices to messages broadcast on Rouge fm and deliver testimonials and take part in autograph signings and photos during the bra collection in different DeSerres stores.

Today, in a grand premier for Rouge fm listeners, Marilou presents her new song Tu partages ton corps, even before the launch of her new album! A part of the profits from the sale of this song specially written for the cause will be donated to the Quebec Breast Cancer Foundation. Regarding her involvement in the cause, Marilou explains: “Last year, by my mother’s side in her fight against breast cancer, I understood the place this disease can take in the life of a woman and her loved ones.”

A collection that runs until May 26 in the Greater Montreal Area
Rouge fm invites listeners to drop off their bras at one of 11 DeSerres stores in the Greater Montreal Area or directly at the 107,3 Rouge fm station until May 26. All the collection details, dates and locations are available at rougefm.ca/osez. The total amount collected this year will be unveiled on Tuesday, May 28 at the grand finale! The Osez le donner operation for the Quebec Breast Cancer Foundation in collaboration with DeSerres is an initiative full of hope and generosity!

About the Quebec Breast Cancer Foundation
A non-profit organization, the Quebec Breast Cancer Foundation has a mission to fund research into breast cancer, promote breast health through education and awareness-raising, and facilitate support for people affected by breast cancer. For more information, visit www.rubanrose.org

About  DeSerres
For more than 100 years, DeSerres has made every effort to nurture people’s creative spirit. As a “must” destination, DeSerres is the leading Canadian retailer of arts and crafts supplies, creative toys and games, framing and decorative items. An extensive network of international suppliers and a selection of 40,000 products help position the company as one of the industry leaders. Each store is a veritable treasure trove, offering a unique shopping experience that encourages customers to learn, discover and share their passions. A driving force of creativity in Canada, DeSerres continues to expand across the country and now has a total of 31 stores, in addition to its virtual store at deserres.ca.

About Astral
Founded in 1961, Astral one of Canada’s largest media companies. It operates several media properties—pay and specialty television, radio, out-of-home advertising and digital media properties—among the most popular in the country. Astral plays a central role in community life across the country by offering diverse, rich and vibrant programming that meets the tastes and needs of consumers and advertisers alike. To learn more about Astral, go to astral.com.

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For more information

Source:
Chloé Boissonnault
Senior Director, Communications and Marketing
Astral Radio
(514) 529-3212

Information:
Isabelle Bergeron
Coordinator, Communications and Events
Astral Radio
(514) 239-0094