Reel Breasts: Singing a new Tune

Reel Breasts: Singing a new Tune

Reel Breasts: Singing a new Tune 150 150 Paradigm PR


Rethink Breast Cancer unveils world’s first original breast cancer musical to promote Breast Fest Film Fest

TORONTO November 1, 2010 – In this film about breasts, the term “take one” has a whole new meaning.  Rethink Breast Cancer, is adding the world’s first original breast cancer musical to its list of innovative breast cancer initiatives to promote its third annual Breast Fest Film Festival.

Rethink Breast Cancer is known for campaigns that cut through the clutter and demand attention like their world famous Save the Boobs PSA and annual event, Boobyball.  Rethink is pushing the envelope even further with their Glee inspired 4-minute musical about breast cancer.
The musical focuses on a young woman who has lost a breast and her search for a bra that makes her feel good.  It features her dancing through the lingerie store filled with other women searching for the right fit, leaving her comforted to know that she is not alone.

“Our goal was to produce a unique, entertaining musical that highlighted a young woman’s journey through one element of living with breast cancer,” says Alison Gordon, Marketing and Communications Director, Rethink Breast Cancer and Director of Breast Fest.  “The musical takes a lighthearted approach to illustrate some of the issues about living with breast cancer that are explored further in the Breast Fest films and panel discussions.” says Gordon.

The musical was created in support of the third annual Breast Fest Film Fest, which will take place in Toronto from November 19-21.  Breast Fest uses the versatile medium of film to frame and explore a spectrum of issues surrounding breast cancer and is the world’s only film festival dedicated to breast cancer.

The musical was created by The Hive with the expertise of Buck Ray Dumas, Director of Production, and Stuart McIntyre, Director.  Actors wore Tryst Lingerie, and all actors and crew members donated their time.  A 30 second clip from the musical will be presented during the pre-show at the Cumberland Four Alliance Theatres starting October 29th and run for five weeks.

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About Rethink Breast Cancer

Rethink Breast Cancer is a charity helping young people who are concerned about and affected by breast cancer through innovative breast cancer education, research and support programs. Rethink is a national volunteer-driven registered charity with a bold, enterprising and entrepreneurial approach. We are thinking differently about how to beat breast cancer.
By taking a groundbreaking approach to all aspects of breast cancer – awareness, medical research, support, and fundraising – Rethink Breast Cancer is a new breed of breast cancer charity and plays an important role in expanding support for the cause.


For more information please contact Paradigm Public Relations 416-203-2223