InfraStructures - June/July 2010 - Building a Concrete Cure

Building a Concrete Cure

A dynamic new tool in the fight against breast cancer has been on Ontario's roads for a some time now. Last Fall, St Marys CBM launched the first ever pink ready-mix truck in Canada in partnership with the Canadian Breast Cancer Foundation. The standard grey ready-mix truck received a pink paint job to signify respect and admiration for those affected by breast cancer and to provide a visual reminder to customers who order concrete from the Pink-Truck.

“Like most Canadians, breast cancer has touched and impacted the lives of too many CBM employees,” said John Vanderpas, vice president and general manager, St Marys CBM. “At CBM we are always looking for innovative ways to approach problems. We thought a pink ready-mix truck would be unique and eye-catching enough to remind people to stop, think and act to help find a cure for breast cancer.”

The Building a Concrete Cure campaign will have two main objectives: to increase awareness about the breast cancer cause, and to raise money to support the Canadian Breast Cancer Foundation's investments in breast cancer research and programs. All profits from the sale of scale model Pink-Trucks, which sell for $125.00 each and can be purchased directly by calling St Marys CBM, will be donated to the Foundation. Those inspired by the truck will also be encouraged to make donations.

“St Marys CBM's Pink-Truck is giving breast cancer a big presence, and helping pave the way toward a future without breast cancer,” said Sharon Wood, CEO, Canadian Breast Cancer Foundation - Ontario Region. “This unique campaign will help the Foundation fund trailblazing research and programs that lead to concrete results for people with breast cancer.”

The Pink-Truck will be in operation on construction sites in the Greater Toronto Area and will be on Ontario roads until the winter. The Pink-Truck will also make scheduled special appearances at events across Ontario.

“Building a Concrete Cure is about raising awareness and ensuring Ontarians never forget that they can make a difference in the fight against breast cancer," said Nat Morlando, marketing manager, St Marys CBM. “We hope every time a driver, pedestrian, or customer sees the Pink-Truck they will be reminded of the pervasive role that breast cancer plays in our society and the continuing need to fight for a cure with our time, support and money. If you see the truck please remember the difference you can make and take the time to support the great work of the Canadian Breast Cancer Foundation.”

Source: St Marys Cement Inc.