Notes to Editor/News Director:

Satellite Coordinates
Video News Release will be available via satellite on Tuesday, September 13, 2011 at
10:00 – 10:30 and again at 14:00 – 14:30 Eastern
Anik F2C/3B
Download Freq: 3820MHz V
Audio subcarriers 6.8 left, 6.2 right
For assistance with the feed call: 1-800-565-1471

Video News Release also available via download.
Click here to access broadcast quality footage http://www.newscanada.com/mpgdownload.asp?id=nc4685 
Please contact cdillon@newscanada.com if you do not have your Login ID and Password.

No purchase necessary. The contest is open to residents of Canada 16 years of age and up. The contest closes at 11:59:59pm ET on Monday, October 31, 2011. There are two grand prizes available. The odds of winning will be determined based on the number of applicants. See www.startsomethingwithalesse.ca for the official rules and regulations and entry forms. Correct answer to the mathematical skill testing question required. The approximate retail values of the prizes are $5,000 CAD each.

Representing an investment of approximately $22 million, the renovations were aimed at bringing together under one roof all the Canadian head office employees in the Biopharmaceutical and Animal Health Divisions.

Incorporating a common area concept, the new facilities further encourage collaboration and teamwork and maximize the use of the renovated spaces. Thanks to the new technologies put in place, Pfizer’s employees can work in different places in the building, which combines flexibility and cooperation.

Recognized as an employer of choice and granted Healthy Enterprise - Elite certification by the Bureau de normalisation du Québec, Pfizer Canada is also proud to provide its employees with a healthy work environment, in particular, through its health and well-being program, VIVA. Among the current services and programs are personalized advice from on-site health professionals (kinesiologist, dietitian and occupational hygienist), group activities (physical fitness sessions, health fairs and lunchtime workshops), a cafeteria that provides balanced meals, and exercise rooms.

Pfizer Canada has long considered workplace and environmental management one of its top priorities. This commitment is very much in line with the company’s belief that it takes More than medication to be truly healthy.

“At Pfizer Canada, we are confident that the upgrading of our facilities is helping us strengthen our employees’ sense of belonging, which is enabling us to set ourselves apart from other companies in terms of recruitment, hiring and retention. So, I’m very proud to tell you that Pfizer is the pharmaceutical company with the largest workforce in Quebec, with more than 2100 employees,” said Paul Lévesque.

This inauguration is, of course, in step with Pfizer Canada’s desire to maintain a strong presence and is an example of Pfizer’s commitment to remain the leader in Quebec’s and Canada’s biopharmaceutical industry, especially in the Montreal area.

“Our latest acquisitions and the renovations we just completed have enabled us and will continue to enable us to attract high-quality employees and will provide substantial economic spinoffs. Canada and Quebec provide an environment conducive to the industry’s growth, and today’s announcement is just one example of the positive spinoffs of the policies that have been implemented,” added Lévesque.

“As the MNA for Nelligan, I am very proud to be involved in this announcement, which shows once again that Pfizer Canada is a pharmaceutical industry leader and a real economic force in the Montreal area. As the Minister of Families, I am delighted that a company like Pfizer Canada is strengthening its commitment to work-life balance, which is a matter very close to my heart,” said Minister Yolande James.

When it was founded in 1953, Pfizer Canada chose the Montreal area for its head office, and some years later, in 1975, it moved to the Kirkland facilities. Since then, and especially over the past 10 years, Pfizer has merged, at the global level, with three large pharmaceutical companies, two of which are Wyeth, in 2009, and King, in 2010. Each time, Pfizer Canada kept its head office in Montreal. Several expansion projects have followed, including this recent major investment to bring all Pfizer Canada head office employees under one roof.

In addition to optimizing the occupied space and revamping the work premises, the renovations have facilitated collaboration and will provide the flexibility needed to react to internal changes.

Today, Start Something with Alesse is pleased to announce Sheyla Abdic and Sedina Fiati as the two winners of a $5,000 grant and mentoring with the contest’s role models, Christine Ho and Marième Ndiaye, to help turn their visions into reality.

After being shortlisted from hundreds of entries from across the country to the final six, these two young entrepreneurs’ projects rose to the top with the help of Canadians who cast their votes between February 14 and March 4, 2011.

Meet the Winners:

Sheyla Abdic, Ontario
Project Name: Ace One Tutors (formerly E-Quality Tutors)

Sheyla Abdic believes passionately in the fundamental right of education, but knows first-hand how important extra tutoring can be to those who need it. She’s been a tutor herself for five years and understands that in some cases those who need quality after-school help just to keep up with their peers can’t always afford it. Sheyla wants to bridge the gap with Ace One Tutors, allocating funds for a scholarship geared towards low-income families that will help cover tutoring costs. She also aims to make bookings accessible and easy, as they’re based online. Believing in the motto ‘To Teach is to Learn Twice’, Sheyla also hopes to encourage tutors (as well as high-achieving students) to work weekly with a child from a low-income family, gaining valuable experience themselves. 

“In a country like Canada, children have the fundamental right to education. However, receiving extra-help, often needed to succeed in school in the form of after-school tutoring, is still a privilege enjoyed by those who can actually afford it,” says Sheyla.  “I am so honoured to be one of the two winners of Start Something with Alesse. I am planning to use the funds to start building my business and online infrastructure for the company as well as identify the areas with the most need.”

Sedina Fiati, Ontario
Project Name: Cyclista

An avid city cyclist and true fashion-lover, Sedina Fiati refuses to sacrifice fashion or function. With Cyclista, she wants to create an eco-friendly line of cycling clothes that function well, but maintain a truly stylish edge. Sedina envisions using eco-conscious materials like bamboo and fleece as well as reusing and refashioning used clothes so everything will be chic, but still practical. Sedina believes that just because you choose to cycle, you shouldn’t have to wear a different wardrobe when you get to your destination. Sedina hopes that the Cyclista line will resonate with those like her who currently dare to cycle the streets in heels, skirts and other fab clothes. After all, says Sedina, we don’t want our skirts flying up while cycling, no matter how pretty they are!

“Receiving funding and support from the role models will allow me to start a business that not only fills a very real need, but also embraces the ideas of sustainability and being in harmony with the earth,” says Sedina. “The Start Something with Alesse contest will help me make this business a reality and begin developing my clothing line.”

About Start Something with Alesse
Start Something with Alesseis a one-of-a-kind Canadian initiative. Inspired by the resourcefulness and community-focused characteristics of Generation Y (or those born between 1980 and 1999), the contest provides funding and guidance to highly motivated young Canadian adults looking to pursue their personal goals.

“Sedina and Sheyla are a true reflection of today’s generation - ambitious and community-minded, and we are thrilled to help them achieve their truly inspirational goals,” says John McKendry, Pfizer Canada Inc. “These two winners have shown us their passion to  ‘start something’ of their own and we can’t wait to see how they turn their dreams into reality.” 

Entries were accepted from October 25, 2010 to January 4, 2011. Following the call for entries, the entries were judged against the criteria listed in the official Rules and Regulations, and the finalists selected by Christine and Marième, mentors of the Start Something with Alesse program.

The finalists’ projects were posted online at www.startsomethingwithalesse.ca. The two winners were determined based on votes earned through online voting by the general public, from February 14, until March 4, 2011. Voting was limited to one vote per registered user per day.

The winners will each receive $5,000 each to help them get started!

The official contest rules and regulations can be found at www.startsomethingwithalesse.ca.

“Even though there is a lot of awareness of cold season ailments, people still don’t understand when an antibiotic can actually help and why it’s so important to follow the treatment instructions to the letter,” explains Dr. Alan Kaplan, M.D. CCFP(EM) FCFP, a family physician practicing in Richmond Hill, Ontario, and Chairperson of the Family Physician Airways Group of Canada.

Dr. Kaplan says that infections are caused by bacteria like streptococcus that can lead to strep throat.  Other common bacterial infections include acute bacterial sinusitis and pneumonia. 

Bacteria thrive in many different types of environments and can live outside the human body for instance on door knobs, keyboards, surfaces and much more.  Some varieties live in extremes of cold or heat, while others can make their home in the human body, in places like your intestine, where they help digest food.  Most bacteria cause no harm to people – however certain strains can lead to infections such as respiratory and urinary tract infections.

Viruses are smaller than bacteria and they require a living host – people, plants or animals – to multiply.  They cannot survive in the “outside world” like bacteria can.  Viruses are the cause of illnesses such as chicken pox and the common cold.

“A lot of people think that if they have a cold, they need to take antibiotics and that is not the case,” explains Dr. Kaplan.  “Antibiotics are not effective against viruses – but they can kill bacterial infections. There are a range of new treatments available that are very effective.”

Tackling Bacterial Infection:
If you have persistent fever, cough, sore throat or sinus pain and/or discharge for more than 4 days, Dr. Kaplan advocates making an appointment with your doctor to determine if your illness is bacterial or a virus. 

“A lot of the symptoms are similar and it takes a qualified health care practitioner to determine if antibiotics will help tackle your illness,” says Dr. Kaplan. 

“If you are prescribed antibiotics, you will either be given a traditional course of therapy that may require several days of treatment – or, if you are suffering from Acute Bacterial Sinusitis, Chronic Bronchitis or certain forms of pneumonia, your physician may prescribe a new antibiotic available in a single dose,” says Dr. Kaplan.

Whichever form of treatment, it is critical that you follow the instructions for treatment to the letter, advises Dr. Kaplan, adding that improper use of antibiotics is a contributing factor to antibiotic resistance, a situation where bacteria adapt and “avoid” medications that, if used properly, have a high success rate for killing bacteria.

“Often people are busy at work, or as they feel better, they forget to take their antibiotics as prescribed,” explains Dr. Kaplan, adding that azithromycin, a commonly prescribed antibiotic, is now available in a new liquid format that requires only a single dose.

In addition to antibiotics, Dr. Kaplan says that when your body is fighting infection, it’s important to get lots of sleep, drink plenty of fluids and rest as much as possible.  He also advocates trying to maintain good nutrition. “If you don’t feel like eating, go for chicken soup and antioxidant rich fruit and vegetable juices and smoothies, which your body needs for cell repair and healing.”

“Your body needs to use all its energy to fight the infection,” explains Dr. Kaplan.  “Used appropriately, in most cases antibiotics can help because they can kill bacterial strains that cause infection, but you have a part to play as well in helping your body successfully tackle bacterial infections.”

Today, Start Something with Alesse announces the six finalists to move onto the contest’s voting phase for a chance to win $5,000 and mentoring to help realize their dream.

The Start Something with Alesse contest’s role models, Christine Ho and Marième Ndiaye, reviewed the many great entries received to narrow it down to the final six.

“With so many ambitious and creative submissions it was a tough decision. It shows just how motivated young Canadians are to ‘start something’ of their own,” says Marième Ndiaye, a former MusiquePlus VJ and member of the singing group CEA. “I look forward to sharing my experiences and advice with the winners.”

The finalists’ projects are now posted online at www.startsomethingwithalesse.ca. Two winners will be determined based on votes earned through online voting by the general public. Canadians can vote for their favourite project online, starting February 14, until March 4, 2011 (11:59pm ET). Voting is limited to one vote per email address per day. Let the voting begin!   

Meet the Finalists:

Finalists, include:

Lizzy Clarke, Ontario, Rampant Studios: Musician's community center
Lizzy Clarke is a woman of many, many talents: musician, artist, philanthropist. And she wants to extend her drive and inspiration to Rampant Studios, the go-to hub for the local music and art scene. Whether your band is looking to promote an upcoming event, take part in a jam session or even record a demo, Rampant Studios will be a welcome, warm space for everyone.

Yana Hempler, British Columbia, YOUNight for Compassion and Fashion
For years, Yana Hempler has volunteered and listened to the stories of the homeless. But she wants to do even more to help. By combining her second passion, fashion, Yana wants to start YOUNight for Compassion and Fashion, an annual fashion show. Through proceeds raised, a local drop-in centre will be helped as well as showcasing local businesses and artists – win,  win!

Sheyla Abdic, Ontario, E-Quality Tutors
Despite what we thought in grade school, Sheyla Abdic thinks homework isn’t all bad. She understands the value of extra help, especially for those who need it most. She wants to start E-Quality Tutors, and extend the necessary tutoring to those who can’t afford it. This will level the playing field, while also inspiring  tutors themselves to help those less fortunate.  

Sedina Fiati, Ontario, Cyclista
Meet Sedina Fiati: fun, adventurous, bold and innovative. Wanting to turn dreams into reality with Cyclista, she refuses to sacrifice style (or the environment) for her love of cycling. Sedina envisions a line of eco-friendly bike wear that is both fashionable and functional so you can save the environment, stay healthy and look good while doing it!

Catherine Signori, Quebec, Blue Star Creation Purses
Catherine Signori knows how to turn lemons into lemonade. After being hit by a car and forced to rethink her career, she jumped on the opportunity to begin creating one-of-a-kind handbags with Blue Star Creation Purses. Not only are they beautiful and unique, but they’re also reducing waste in our environment by reusing clothes – giving them a second chance at life (just like she was given!).

Annie Bussière, Quebec, The Abandoned Animal Shelter
Annie Bussière has all the qualities necessary to do something great; add on a true love and passion for animals, and you’ve got a winning combo. Having recently realized the County in which she works doesn’t have an animal shelter, she dreams to open The Abandoned Animal Shelter to help our furry friends who desperately need some TLC.

“I urge everyone to help one of these finalists ‘start something’ by voting for your favourite project; I can’t wait to see who Canada selects as the two winners,” says, Christine Ho. “I also encourage everyone who did submit their proposals to continue working towards realizing their dream – it is possible!”

Start Something with Alesse is a one-of-a-kind Canadian initiative. Inspired by the resourcefulness and community focused characteristic of Generation Y (or those born between 1980 and 1999), the program is designed to solicit innovative proposals from young adults committed to bringing about positive change in their own lives and the lives of those around them.

Following the voting period, the two finalists who have received the most votes will be announced as the winners. Alesse will provide each winner with a $5,000 grant to help them start realizing their dreams. The program will also help to establish a relationship between the contest winners and mentors Christine Ho and Marième Ndiaye.

“Today’s generation is ambitious and community minded, and we not only want to inspire young Canadians to be creative and inspirational, we want to help them achieve their goals,” says John McKendry, Pfizer Canada Inc. “These six finalists have certainly shown us what they can do and we are proud to provide two of them with the resources to ‘start something’ of their own.” 

About Start Something with Alesse
Start Something with Alesse is a one-of-a-kind initiative empowering young Canadians to articulate their personal goals and potentially receive mentoring and financial support to “start something” unique.

Entries were accepted from October 25, 2010 to 9:00am ET January 4, 2011. Following the call for entries, the entries were judged against the criteria listed in the official Rules and Regulations, and the finalists selected by Christine and Marième.

The Voting Period will begin on February 14 to 11:59pm ET and run until March 4, 2011. Voting is limited to one vote per person per day. The two contest winners will then be determined based on the two projects with the most online votes earned during the voting phase of the program. The winners will receive $5,000 each to help them get started!

The official contest rules and regulations along with an overview of how to vote can be found at www.startsomethingwithalesse.ca.

About Generation Y
Unlike any generation before, Generation Y (Gen Y) has a heightened sense of community and is exceedingly creative and intuitive.  Gen Y, or Millennials, are the children of the Baby Boomer generation and were born between 1980 and 1999.¹ Collectively, Gen Y is understood to be both socially conscious and volunteer-minded.²

Typically, Gen Ys also like to be challenged and often perform best under pressure.² They are interested in getting involved with companies whose leaders inspire and challenge them to grow, creating ways for them to use their talents and skills.¹ Furthermore, this generation seeks a multi-dimensional life, satisfying themselves through both their work and personal lives.¹

Video News Release will be available via satellite on Tuesday February 15, 2011 at
10:00 – 10:30 and again at 14:00 – 14:30 Eastern
Anik F2C/3B
Download Freq: 3820MHz V
Audio subcarriers 6.8 left, 6.2 right
For assistance with the feed call: 1-800-565-1471
                    
Video News Release also available via download Tuesday February 15, 2011
Click here to access broadcast quality footage http://www.newscanada.com/mpgdownload.asp?id=4313
Please contact cdillon@newscanada.com if you do not have your Login ID and Password.

__________________

1. Sujansky, Joanne and Ferri-Reed, Jan. Keeping the Millennials. 2009.
2. Eisner, S. (2005). Managing Generation Y (lead article) (revised after Proceedings). Advanced Management Journal (SAM), 70 (4), 4-15. http://phobos.ramapo.edu/~seisner/Managing.htm. Accessed September 2010.

Inspired by the resourcefulness and community focus characteristic of Generation Y (or those born between 1980 and 1999), the Start Something with Alesse contest is designed to solicit innovative proposals from young adults committed to bringing about positive change in their own lives and the lives of those around them.  Examples include creating a charity, producing a play or film, or starting a company.  The possibilities are endless.

Christine Ho, co-founder of Well of Change, and Marième Ndiaye, a former MusiquePlus VJ and member of the singing group CEA, will serve as both contest judges and mentors to the two winners.  Both of these women have significant experience starting something unique.

As the co-founder of Well of Change, a non-profit organization that has revolutionized the way people support not-for-profit organizations, Christine, along with partner Kevin Tsoi, has created an online platform that gives people and organizations the flexibility to donate either time or money to their charity of choice.

“I’ve always been passionate about giving back to the community, and I wanted to find a way to encourage young people to support their charities of choice,” says Christine. “Kevin and I have been fortunate to see Well of Change continue to grow and to see the impact our work has had on various Canadian charities.  I look forward to sharing my personal experiences and providing guidance to help the Start Something with Alesse winners pursue their goals.”

Marième Ndiaye has pursued a decidedly different, but no less important, vision.  Since 2003, Marième has been singing with the group CEA, a collective in Quebec that marries urban musical genres including funk, hip hop and soul. Her motto: “You can reach more people with celebration through music and dance.”

“CEA prides itself on positive messaging and has given me the opportunity to realize my dream of being a singer while growing as an artist,” says Marième. “The Start Something with Alesse contest will open many doors for the lucky winners. It is a phenomenal chance to help them realize their dreams.”

“We want to see today’s generation change the world,” says John McKendry, Commercial Director, Pfizer Original Brands, Established Products Business Unit. “By providing resources and support to two creative and passionate individuals, we are hoping to help support them through a truly unique and self-fulfilling experience. Alesse is proud to be able to provide resources to young Canadians to help them pursue their goals and ‘start something’ of their own.”

To enter the Start Something with Alesse contest, visit www.startsomethingwithalesse.ca. All proposals will be reviewed and six finalists will be chosen by Christine and Marième. Winners will be determined based on votes earned through online voting by the general public. The two winners will be contacted by Thursday, March 8, 2011. Alesse will provide each winner with a $5,000 grant to help them start realizing their dreams. 

About Generation Y
Unlike any generation before, Generation Y (Gen Y) has a heightened sense of community and is exceedingly creative and intuitive.  Gen Y, or Millennials, are the children of the Baby Boomer generation and were born between 1980 and 1999.¹ Collectively, Gen Y is understood to be both socially conscious and volunteer-minded.² 

Typically, Gen Ys also like to be challenged and often perform best under pressure.² They are interested in getting involved with companies whose leaders inspire and challenge them to grow, creating ways for them to use their talents and skills.¹ Furthermore, this generation seeks a multi-dimensional life, satisfying themselves through both their work and personal lives.¹

About Start Something with Alesse
Start Something with Alesse is a one-of-a-kind initiative empowering young Canadians to articulate their personal goals and potentially receive mentoring and financial support to “start something” unique.

The official contest rules and regulations along with an overview of how to enter can be found online at www.startsomethingwithalesse.ca.

The contest will occur in three phases including the call for entries, the voting period and the announcement of the winners. Following the call for entries, six finalists will be selected by Christine and Marième. The contest winners will then be determined based on online votes earned during the voting phase of the program.

The deadline for entry submission is 9:00am ET on Tuesday, January 4, 2011.

Note to Editor
No purchase necessary. The contest is open to residence of Canada 16 years of age and up. The contest closes at 9:00am ET on Tuesday, January 4, 2011. There are two grand prizes available. The odds of winning will be determined based on the number of applicants. See www.startsomethingwithalesse.ca for the official rules and regulations, and entry forms. Correct answer to the mathematical skill testing question required. The approximate retail values of the prizes are $5,000 CAD each.

References
___________________________

1. Sujansky, Joanne and Ferri-Reed, Jan. Keeping the Millennials. 2009.
2. Eisner, S. (2005). Managing Generation Y (lead article) (revised after Proceedings). Advanced Management Journal (SAM), 70 (4), 4-15. http://phobos.ramapo.edu/~seisner/Managing.htm. Accessed September 2010.

“He knew I was a smoker and seeing me smoke really affected him,” said Ms. Bertram. “He told me that he cared about me so much, that he couldn’t stand by and watch me hurt myself, I was way too important to him.” It was this pivotal moment that helped Anna realize that her health was something that should matter to her too and she was motivated to quit for good.

Anna is not alone, in fact, according to a recent Leger Marketing survey commissioned by Pfizer Canada, nearly two-thirds (65%) of past smokers attribute a pivotal moment as their inspiration to quit. Of those moments, negative perceptions of smokers among social circles, illness, milestone birthday, starting a relationship with a non-smoker, and starting a family were some of the top motivators.²

“Make no mistake, quitting smoking is a challenging process and  it may take numerous attempts.” says Dr. Dave Greenberg (a.k.a. Dr. Dave), the popular television host of the Slice Network’s Doctor in the House, and resident GP on The Mom Show and Cityline. “Part of being successful is learning from those past attempts and finding the right time to quit.  For some smokers, a major life event – a pivotal moment –can be the first step smokers need to motivate them to quit.”

Close to six-in-ten current smokers (57%) believe a pivotal moment would motivate them to quit. The top five big motivators included personal illness, illness of a loved one, starting a new relationship with a non-smoker, negative perceptions of smokers among social circles, and having children.²

Pivotal Moments

Allan Hobbs - For Allan Hobbs watching his father die from a heart attack – after a lifetime of smoking – was all the motivation he needed to finally quit.“I had been given a front row seat on what my future looked like right down to how it was going to feel,” says Hobbs, a smoker of more than 50 years. “It was at that moment of clarity, I realized I had to quit smoking for good.” For Hobbs, like 48 per cent of other former smokers that were surveyed, illness was a powerful pivotal moment.²

Diane and George Moffats - For the Moffats, it was an anti-smoking campaign at work that finally challenged the 30-year smokers to successfully become smoke-free.  After several unsuccessful attempts to quit, the Moffats found the support of their workplace, their local health department, and each other as the pivotal moment they needed. “We found that doing it together, making that decision to quit together, we were able to motivate each other, and support each other along the way,” says Diane Moffats, “We just feel better now. We breathe easier.” Like many Canadians, it was the social stigma of smoking, coupled with a concern for their long-term health, that inspired them to persevere in their quit journey. 

Julia Williams - After 28 years, Julia Williams was tired of smoking and looking for a healthier lifestyle. After joining her sister for a “learn to run, smokers program,” she finally found the motivation to cross the finish line, and quit smoking for good. “Running my first 5km really helped me focus, and gave me a way to really let smoking go,” says Williams. “Once I started running, I realized I was getting healthier – my lungs felt better and I was losing weight – I was truly living a better life.”

And Julia is not alone, seven per cent of Canadians say improving their health was the reason they stopped smoking.²

John Beaven - When John Beaven overheard a friends’ comment about feeling relief when a fellow pilot left because they didn’t have to deal with the smoke anymore, he knew it was his time to quit. “I did not want my friends to be glad when I left,” says Beaven. “The next day I went to my doctor because I knew I had to quit.”
John has been smoke-free for two years and credits the off-colour comment by his friends as his motivation to create a plan to quit. Approximately 37 per cent of Canadians had the same moment as John, and say it was the negative perception of smoking among his social circle that made them quit.²

The Cycle of Addiction

On average, Canadians smoke for 10 years before their first attempt to quit, and it may take up to five times for them to finally succeed.³ Smoking is more than just a bad habit - nicotine addiction can be as hard to break as an addiction to heroin or cocaine.⁴ But, with the right mix of counselling and medication, combined with a strong support group, has been shown to vastly improve your chances of quitting. Working hand-in-hand, this combination targets both the physical symptoms of nicotine withdrawal and the behavioural dependency.⁵

Relapse is normal, and Dr. Dave says not to be discouraged. “The key to success is learning from each attempt, not getting discouraged and then speaking to your doctor to establish a quit plan that works for you.”

With the proper plan in place, Canadian smokers are more likely to succeed.

Survey Highlights²

• Women who smoked in the past, as well as younger smokers (18-34), are more likely to state that having children or starting a family was/would be the biggest motivator that would/did make them quit.
• Male smokers ranked personal illness as their top motivator, while an illness of a child is more likely to be one of a woman’s top motivators (compared to men).
• 37 per cent of past smokers say negative perceptions in their social circles made them kick the habit.
• Past smokers in Ontario listed personal illness among their top three events, while Quebec’s past smokers listed the illness of a loved one as what got them to quit.

Top Motivators²

• Illness – personal or a loved one
• Starting a new relationship with a non-smoker
• Negative perceptions of smoking
• Having a child/starting a family
• A milestone birthday

________________________________________

1. WHO European Strategy For Smoking Cessation: European Tobacco Control Policy Series No. 1
2. Leger Marketing Study on Pivotal Life Moments and Smoking, completed with 1500 smoking and ex-smoking Canadians Summer 2010
3. Leger Marketing Study on Smoking Habits, completed with 2000 smoking and ex-smoking Canadians in Fall 2006.
4. Health Canada. Nicotine. http://www.hc-sc.gc.ca/hc-ps/tobac-tabac/body-corps/nicotine-eng.php. Accessed February 2010.
5. Optimal Therapy Initiative (University of Toronto). Smoking cessation guidelines: How to treat your patient's tobacco addiction 2000.

A world first

The BNQ created the Healthy Enterprise certification program in collaboration with the Group for Prevention and Promotion Strategies (GP²S), which initiated this project with support from the Fondation Lucie et André Chagnon when it started up in 2005. The standard was officially launched in February 2008, and the implementation of the certification program followed. This occupational health standard is the first in the world of its kind, and it is part of the Quebec government's Action Plan to Promote Healthy Life Habits and Prevent Weight-Related Problems, 2006-2012.

The standard offers two levels of certification: Healthy Enterprise and Healthy Enterprise – Elite. In addition to demonstrating their commitment in a structured fashion and getting their managers involved in promoting workplace wellness, Elite-level certified companies are required to take action in all four areas of activity known to have a significant impact on employee health:  lifestyle habits, work-life balance, work environment and management practices.

A well-structured program

It is thanks largely to its health and wellness program that Pfizer Canada just obtained Healthy Enterprise – Elite certification. Pfizer Canada's employee health and well-being program, VIVA, which was launched in May 2007, is an integrated program centred on disease prevention, awareness of healthy living and employee support. The program promotes healthy lifestyle habits in various areas, such as nutrition, physical activity, work-life balance, and stress management. The VIVA program is aimed at inspiring employees to look after themselves and at helping them achieve their wellness objectives, whatever they might be.

"This initiative is making a positive contribution to our employees’ high level of engagement, and the results are clear. More than three-quarters of the employees surveyed in December 2008 said that the VIVA program adds value to their jobs,” says Luc St-Pierre, Pfizer Canada's Vice President of Human Resources. “It’s important to us that we provide all of our employees with a stimulating, respectful and safe work environment that is supportive of healthy lifestyle habits."

A productive social commitment

"I am very glad to see the interest of a large pharmaceutical company like Pfizer in the Healthy Enterprise standard,” emphasizes BNQ director Jacques Girard, P.Eng. “Taking its employees' health into consideration using this reference constitutes a gesture of social commitment. Not only is the company investing in its employees' health, but one of the stated objectives of this standard is that the good habits developed by employees be passed on directly to their families and helps relieve the pressure on health services in the medium and long term."

Quebec presently devotes 45% of its budget to health, an increase of 6% since 2003. Mental health problems cost Canadian companies $33 billion in direct and indirect costs. Recent studies identified by the Group for Prevention and Promotion Strategies (GP²S) show that each dollar invested in such programs yields between $1.50 and $3 in productivity gains within five years of their implementation. Companies benefit from integrating healthy values for people in their environment.

Setting up the right quit plan

To help Canadians quit smoking once and for all, a new interactive online platform called Countdown to Quit has been developed. Its goal is to provide tools and guidance for those contemplating to quit or at the beginning stages of the quitting process. This new resource is now available as part of the It’s Canada’s Time to Quit website at www.itscanadastime.ca/en/countdown. “People thinking about quitting smoking should involve their physician. Many times, when smokers finally come to me, they have already tried quitting on their own,” explains Dr. Lew Pliamm, Founder and Medical Director of The Quit Clinic Inc. “Quitting smoking is incredibly difficult and the process will include both successes and set-backs.  That is absolutely normal.  But it is a process that a physician can help with so that people are in the best possible position to manage the withdrawal and access the support they need.”

Specifically, Countdown to Quit allows an individual to sign up and login for the program and track their progress as they start their smoking cessation journey. It also provides motivation in the time leading up to their personalized quit date by providing weekly emails to inspire and prepare Canadians to quit, and progress trackers through the smoking cessation journey. There are contact details for support lines as well as up-to-date statistics and information about smoking and the benefits of quitting. This resource provides smokers with tips and tools to support them in planning to overcome their addiction by providing useful steps to set themselves up for success.

Smoking in Canada

• Smoking is the leading cause of preventable death worldwide⁵ with tobacco killing more than 37,000 Canadians a year.⁶
• Smoking has multi-systemic consequences affecting the entire body⁷ and is the single most important preventable cause of lung cancer, contributing to 85 per cent of all new cases in Canada.⁸
• Smoking increases a person’s risk of developing heart disease and stroke by contributing to build up of plaque in arteries, increased risk of blood clots, increased blood pressure and reduced oxygen in the blood.⁹
• The respiratory symptoms associated with smoking include coughing, phlegm, wheezing and difficulty breathing, and can lead to Chronic Obstructive Pulmonary Disease (COPD) over time.¹⁰
• Second hand smoke is also dangerous as it releases the same chemicals, approximately 4,000 in total, as smoke that is inhaled directly.¹¹
  • Almost 8,000 non-smokers die each year from exposure to second-hand smoke.¹²

For additional information or an interview with a physician please contact:

Pfizer Canada Inc.
Christian Marcoux
(514) 426-6985
christian.marcoux@pfizer.com

NATIONAL Public Relations in:

TORONTO
Elisabeth Mozel / Lynn Bessoudo
(416) 848-1420 / (416) 848-1426
emozel@national.ca / lbessoudo@national.ca

MONTREAL
Roch Landriault / Dan Brennan
(514) 843-2345 / (514) 843-2325
rlandriault@national.ca / dbrennan@national.ca

HALIFAX
Adele Maclean
(902) 425-1860 x263
amaclean@mtlpr.ca

CALGARY
Karrisa Boley / Lauren Piercy
(403) 531-0331
kboley@national.ca / lpiercy@national.ca

VANCOUVER
Georgia Tsoromocos / Claire Munroe
(604) 691-7394 / (604) 691-7393
gtsoromocos@national.ca / cmunroe@national.ca

To access more information about CHAMPIX including: photos, research,
backgrounders and ANR please visit the CHAMPIX Media Room:
http://www.champixmedia.com
username: media
login: champixCA

ANR Download:
The audio clips and scripts are available for immediate use under the New Releases category in the RADIO section at: http://www.newscanada.com.

References:

¹Leger Marketing Research Series on Smoking Behaviour. Completed with smokers, non-smokers and ex-smokers in 2006-2008, sponsored by Pfizer Canada Inc.
²Nicotine Addiction in Britain (2000). Royal College of Physicians, London. http://www.rcplondon.ac.uk/pubs/books/nicotine/contributors.htm. Accessed November 2008.
³Guide to Quit Smoking.  American Cancer Society. http://www.cancer.org/docroot/PED/content/PED_10_13X_Guide_for_Quitting_Smoking.asp Accessed November 2008.
⁴Tobacco Addiction: What do we know, and where do we go?”. White Paper developed by Dr. Charl Els, psychiatrist and addictionologist at the University of Alberta Hospital in Edmonton. Page 2.
⁵The Facts About Smoking and Health.  World Health Organization.  http://www.wpro.who.int/media_centre/fact_sheets/fs_20060530.htm.  Accessed November 2008.
⁶Overview of Health Risks of Smoking. Health Canada. http://www.hc-sc.gc.ca/hl-vs/tobac-tabac/res/news-nouvelles/risks-risques_e.html.  Accessed November 2008.
⁷Written Pleadings Filed by the Attorney General of Canada with the Quebec Superior Court.  Health Canada.  http://www.hc-sc.gc.ca/hl-vs/pubs/tobac-tabac/pleadings-argumentation/cac-acc-eng.php.  Accessed November 2008.
⁸Smoking and Your Body. Health Canada. http://www.hc-sc.gc.ca/hl-vs/tobac-tabac/body-corps/index_e.html. Accessed November 2008.
⁹Smoking, Heart Disease and Stroke. Heart and Stroke Foundation of Canada. http://ww2.heartandstroke.ca/Page.asp?PageID=1975&ArticleID=5214&Src=heart&From=SubCategory. Accessed November 2008.
¹⁰Smoking and Your Body. Health Canada. http://www.hc-sc.gc.ca/hl-vs/tobac-tabac/body-corps/index_e.html. Accessed November 2008.
¹¹Second-hand Smoke is Dangerous. Canadian Cancer Society. http://www.cancer.ca/ccs/internet/standard/0,3182,3172_13127__langId-en,00.html. Accessed November 2008.
¹²Smoking, Heart Disease and Stroke. Heart and Stroke Foundation of Canada. http://ww2.heartandstroke.ca/Page.asp?PageID=1975&ArticleID=5214&Src=heart&From=SubCategory. Accessed November 2008.

We Can Be Brave

“Pfizer Canada recognizes that to be truly healthy, it takes more than medication and that sometimes, love and support are the most powerful medicines of all,” says John Helou, Vice President, Public Affairs and Stakeholder Relations, Pfizer Canada.  “Canadians can also find links to local support groups and advice from renowned Canadian experts on how to cope with the emotional toll serious illnesses can have on families.”

“In addition to offering innovative medicines, we believe it’s important to give back to Canadian communities.  We are dedicated to supporting inspiring organizations, like Starlight, who bring optimism, hope and support into the lives of seriously ill children and their families to help them be brave and fight for wellness each and every day,” he says.

“The film is a powerful and moving tribute to the thousands of families across Canada who need our help and support,” says Laura Mountjoy, Executive Director, Starlight Children’s Foundation.  “Programs like this help us fund important home and hospital-based programs that brighten the spirits of seriously ill children and their families.  We hope this short film about courage will also inspire Canadians to reach out to help a family they know to cope with the fear, isolation and pain families face when a child is seriously ill.”

As with all Pfizer Canada More than Medication initiatives, the film and the website never mention medications or products.  The online film closes with an invitation to visit  morethanmedication.ca, a made-in-Canada site devoted completely to helping Canadians live healthier lives by providing comprehensive, non-medicinal health information.

The We Can Be Brave campaign was developed by Pfizer Canada in collaboration with advertising agency partner zig, interactive agency partner Klick, media agency partner Mediacom Canada and database management partner Health Connect.

We Can Be Brave is being supported in French and English Canada via online banner advertising on key portals.   “This is Pfizer Canada’s first-ever corporate viral campaign and we’re proud that it has meaning,” says Mr. Helou.  “We’ve tried to reflect and honour the human stories behind illness; and allow people to personalize and share its message of hope with others — while helping us give back.”