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Rethink Breast Cancer begins Give-A-Care initiative

Toronto-based Rethink Breast Cancer has begun a new promotional initiative called "Give-A-Care." Developed by Lg2, the initiative consists of a line of products which consumers can order online at <http://www.giveacare.ca> to send to women who have recently been diagnosed with breast cancer. The collection consists of 22 products with names such as "My-emotions-are-so-out-of-whack-that-even-my-skin-is-being-too-sensitive Hand Cream" and "I-know-this-hospital-waiting room-like-the-back-of-my Hand Sanitizer." It also includes candy to mask the taste of chemotherapy and a zippered hoodie that is easy to put on and take off following surgery. Proceeds from sales of these products will go to support Rethink Breast Cancer.

"With input and consultation from Rethink Breast Cancer, we were able to better understand the reality these young women with breast cancer are facing," said Nellie Kim, creative director at Lg2 Toronto. "The products themselves have been designed to address those actual needs, while using direct language that friends don't always feel comfortable using."

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