Be your own breast friend campaign

From October 1st to 31st
la Vie en Rose makes a difference
by raising funds for breast cancer research.

CAMPAIGN GOAL: 
$250 000 

THE FUNDS RAISED BY THE VARIOUS BE YOUR OWN BREAST FRIEND CAMPAIGN INITIATIVES
WILL BE DONATED TO THE CAUSE THROUGH THE ROSES OF HOPE FOUNDATION.

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THROUGHOUT OCTOBER

SUPPORT 
THE CAUSE

WE DONATE $1
FOR EVERY BRA SOLD

CAMPAIGN GOAL: $250,000

THROUGHOUT OCTOBER

SUPPORT THE CAUSE

WE DONATE $1
FOR EVERY BRA SOLD

CAMPAIGN GOAL: $250,000

NEW T-SHIRT

Discover our new campaign t-shirt featuring artwork by
Nathalie Prud'homme, a Canadian artist who fought
breast cancer for 17 years.

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NEW CAMPAIGN T-SHIRT

Discover our new campaign t-shirt featuring artwork by Nathalie Prud'homme,
a Canadian artist who fought breast cancer for 17 years.

WE DONATE $10
FOR EVERY CAMPAIGN
T-SHIRT SOLD.

WE DONATE $10
FOR EVERY CAMPAIGN
T-SHIRT SOLD.

FREE SHIPPING
WITH THE PURCHASE OF A T-SHIRT

FREE SHIPPING
WITH THE PURCHASE OF A T-SHIRT

WE DONATE $10
FOR EVERY CAMPAIGN
T-SHIRT SOLD.

FREE SHIPPING
WITH THE PURCHASE OF A T-SHIRT

ABOUT 
NATHALIE PRUD'HOMME

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ABOUT NATHALIE PRUD'HOMME

The artist and painter Nathalie Prud'homme (Soul) has touched thousands of people with her art, her multiple projects, her activism, her courageous and generous journey, and her fight against breast cancer that lasted over 17 years. Nathalie was an example of strength and determination who committed herself to helping those affected with cancer, so much so that she was awarded a Medal of the National Assembly of Quebec in 2018 for being an exemplary citizen.

In 2021, we had the privilege of collaborating with Nathalie, a faithful la Vie en Rose customer, to create the artwork for our new Be your own breast friend campaign t-shirt. Nathalie was a fighter in every way. Not only was she battling against the disease herself, but she also kept trying to improve the conditions of people living with cancer. We are very proud to be able to share the result of our collaboration with this vibrant and deeply caring person. The t-shirt featuring her artwork is a celebration of her life as a woman and artist.

Proceeds from the sale of the t-shirt will be donated to the cause.

Nathalie was an example of strength and determination who committed herself to helping those affected with cancer, so much so that she was awarded a Medal of the National Assembly of Quebec in 2018 for being an exemplary citizen.

In 2021, we had the privilege of collaborating with Nathalie, a faithful la Vie en Rose customer, to create the artwork for our new Be your own breast friend campaign t-shirt. Nathalie was a fighter in every way. Not only was she battling against the disease herself, but she also kept trying to improve the conditions of people living with cancer. We are very proud to be able to share the result of our collaboration with this vibrant and deeply caring person. The t-shirt featuring her artwork is a celebration of her life as a woman and artist.

Proceeds from the sale of the t-shirt will be donated to the cause.

INTERVIEW WITH CHARLIE-ÈVE, NATHALIE PRUD'HOMME’S DAUGHTER

"I KNEW THAT MY MOTHER WAS GOING TO BRING LIGHT AND HOPE IN THIS WORLD, EVEN AFTER HER PASSING, AND THIS CAMPAIGN PROVES IT."

"I KNEW THAT MY MOTHER WAS GOING TO BRING LIGHT AND HOPE IN THIS WORLD, EVEN AFTER HER PASSING, AND THIS CAMPAIGN PROVES IT."

Do you know how your mother reacted when we proposed our collaboration project? My mother found out she would create the artwork for this campaign just a few months before her passing. And she was thrilled about it! My mother was at the forefront to raise awareness of the cause and help as many people as possible. So, she was very happy about it.

What were the qualities that made your mother an exemplary woman? There were so many! I would say, above all, her energy, her zest for life. She found beauty in ugliness; even in the worst moments, she wanted to live. She was someone who could positively change the energy in a room simply by her presence.

Her resilience was unbelievable. She never let setbacks get her down. She continued to believe in life, to be hopeful and to be cheerful. Even on the memorial bookmark that she had prepared a few weeks before her passing, she hadn’t put down the year of death. She continued to say: “You never know! I may still be alive in 2023.”

How important were the arts to her? Art was a way of life for my mother. It was a way to express herself, to talk about her history, to inspire, and to help others. She often had her paintings auctioned and gave the proceeds to a cause or a person in need.

In your opinion, how did art help your mother navigate through the difficulties caused by the disease? In a way, I think that art helped her heal and soothe her wounds. Painting allowed her to let her heart speak. I also know that she was able to grieve through painting. For instance, after undergoing a double mastectomy, she started painting nude women. Her paintings helped her come to terms with the loss of this part of her femininity.

How does it make you feel to see your mother's work still alive and associated with our Be your own breast friend campaign? It’s heart-warming. I knew that my mother was going to bring light and hope in this world, even after her passing, and this campaign proves it. It eases the pain to hear that we’re still talking about her, her journey, her resilience and her strength, and I know that she is watching proudly from above.

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INTERVIEW WITH CHARLIE-ÈVE, NATHALIE PRUD'HOMME’S DAUGHTER

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"I KNEW THAT MY MOTHER WAS GOING TO BRING LIGHT AND HOPE IN THIS WORLD, EVEN AFTER HER PASSING, AND THIS CAMPAIGN PROVES IT."

Do you know how your mother reacted when we proposed our collaboration project? My mother found out she would create the artwork for this campaign just a few months before her passing. And she was thrilled about it! My mother was at the forefront to raise awareness of the cause and help as many people as possible. So, she was very happy about it.

What were the qualities that made your mother an exemplary woman? There were so many! I would say, above all, her energy, her zest for life. She found beauty in ugliness; even in the worst moments, she wanted to live. She was someone who could positively change the energy in a room simply by her presence.

Her resilience was unbelievable. She never let setbacks get her down. She continued to believe in life, to be hopeful and to be cheerful. Even on the memorial bookmark that she had prepared a few weeks before her passing, she hadn’t put down the year of death. She continued to say: “You never know! I may still be alive in 2023.”

How important were the arts to her? Art was a way of life for my mother. It was a way to express herself, to talk about her history, to inspire, and to help others. She often had her paintings auctioned and gave the proceeds to a cause or a person in need.

In your opinion, how did art help your mother navigate through the difficulties caused by the disease? In a way, I think that art helped her heal and soothe her wounds. Painting allowed her to let her heart speak. I also know that she was able to grieve through painting. For instance, after undergoing a double mastectomy, she started painting nude women. Her paintings helped her come to terms with the loss of this part of her femininity.

How does it make you feel to see your mother's work still alive and associated with our Be your own breast friend campaign? It’s heart-warming. I knew that my mother was going to bring light and hope in this world, even after her passing, and this campaign proves it. It eases the pain to hear that we’re still talking about her, her journey, her resilience and her strength, and I know that she is watching proudly from above.

THE USED BRAS COLLECTION CONTINUES IN OUR STORES

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HOW DOES IT WORK?

1

Keep the used bras you don't wear anymore

2

Drop off the bras at a la Vie en Rose boutique near you*

3

We recycle all bras collected; they are given to an organization that repurposes them**

Find a store

*Collection takes place at all la Vie en Rose outlets and boutiques across Canada. Limit of 40 bras per visit.

**The bras that can't be reused are taken apart and the recyclable materials are retrieved.

THE USED BRAS COLLECTION
CONTINUES IN OUR STORES

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HOW DOES IT WORK?

1

Keep the used bras you don't wear anymore

2

Drop off the bras at a la Vie en Rose
boutique near you*

3

We recycle all bras collected;
they are given to an organization that repurposes them**

Find a store

*Collection takes place at all la Vie en Rose outlets and boutiques across Canada. Limit of 40 bras per visit.

**The bras that can't be reused are taken apart and the recyclable materials are retrieved.

FREQUENTLY ASKED QUESTIONS ABOUT THE BE YOUR OWN BREAST FRIEND CAMPAIGN

The Be your own breast friend campaign is an initiative to raise funds for breast cancer research. It is held each year during the months of May and October.

Women are at the core of everything we do, therefore, breast cancer is an important cause to us. In 2002, François Roberge (la Vie en Rose’s President) created the Roses of Hope Foundation which financially supports and contributes to various causes helping women. The Be your own breast friend campaign is supported by the Foundation.

The fundraising campaign takes place throughout the months of May and October. In May, 1$ is given to the cause for every used bra collected. The bra collection continues during the rest of the year to encourage recycling. In October, 1 $ is given to the cause for every bra sold until the campaign goal is reached.

Yes, the bra collection continues year-round in our stores across Canada. You can bring up to 40 bras in-store. However, we only donate $1 per used bra collected during the month of May.

Yes, all used bras can be dropped in the collection boxes.

We send all collected bras to a partner who gives them a second life. If the bras cannot be reused, they are taken apart and the recyclable materials are retrieved.

The funds raised during the campaign are dedicated to research projects often supported by the Quebec Breast Cancer Foundation. From time to time, we also donate to other Canadian organizations.