Lise Dion gets on screen to talk to 400,000 Quebec women who do not get screened for breast cancer regularly

25 September 2012

Montreal, QC -

To promote the mammogram and tell women the Thingamaboob “It’s not just cute. It can save lives”, Lise Dion this evening launched a two-minute long comedy video clip. Written by Marc Brunet and directed by Ricardo Trogi, this video promotes the keychain reminder and the mammogram among women aged 50 years and above.

Out of the million women eligible for the PQDCS Quebec Breast Cancer Screening Program, some 400,000 do not get a mammogram every two years. If all the women in Quebec who can participate in the program took a breast exam as prescribed, it is estimated that there would be 20% fewer deaths from breast cancer.

In the video, Lise introduces her sister-in-law, her best friend, her neighbour, and her grandmother in four sketches. With the characteristic humour that she is known for, Lise tries to dispel certain myths that they all have about the Thingamaboob and wants to make them understand the real purpose of this pretty keychain. Lise Dion invites women to watch the video on and share her comedy clip so that a greater number of women get a mammogram every two years, which could potentially save their lives.

Also, all through Breast Cancer Awareness Month, the PJC Jean Coutu chain of pharmacies in Quebec will support the CCS and sell the Thingamaboob keychains at $5 each at the prescription counter. The keychain is also available at the regional offices of the CCS.

What is the Thingamaboob and why is it more than just cute?

Made of different-sized beads, the CCS’s Thingamaboob is an innovative educational tool that illustrates the effectiveness of a mammogram as a breast cancer screening method. The biggest beads, which are the size of a quarter and a dime, represent lumps that are generally detected by women themselves or by a health professional during a clinical breast exam. The smallest beads represent the type of lumps that can only be detected through a mammogram and which can be as small as a pinhead. Early screening for breast cancer using mammograms has been shown to increase the chances of successful treatment. Over the years, mammograms have also helped lower the breast cancer mortality rate.

Who are the women at risk of developing breast cancer ?

Eight out of ten breast cancers occur in women who are 50 years and above. One in nine women risks getting breast cancer in her lifetime. Among women, it is the most common cancer and the second leading cause of cancer-related deaths after lung cancer. In 2012, it is estimated that in Quebec, 5,500 women (22,700 in Canada) will be diagnosed with breast cancer and that 1,350 women (5,100 in Canada) will die from it.

Where will the money raised during the campaign go?

Money raised from the sale of the Thingamaboob keychains will fund the many programs and services of the CCS. For more information on breast health, please contact the Cancer Information Service at 1 888 939-3333 or visit

The Canadian Cancer Society is a national community-based organization of volunteers whose mission is the eradication of cancer and the enhancement of the quality of life of people living with cancer. When you want to know more about cancer, visit our website or call our toll-free, bilingual Cancer Information Service at 1 888 939-3333.

For more information, please contact:

André Beaulieu

Spokesperson and Senior Advisor, Public Relations

Canadian Cancer Society

Quebec Division

Phone: (514) 393-3444