Olivia Breast Self-Exam Aid

Four-time Grammy winner Olivia Newton-John today announced a partnership with Curves, the world's largest fitness franchise for women to launch an international campaign to distribute 1 million units of Olivia Aid, a breast self-exam aid that assists women to exercise breast self-exams correctly. The initiative's goal is to empower and encourage women to take responsibility for their bodies and breast health by launching a 'first-of-its-kind' campaign beginning in October 2008 as part of "Breast Cancer Awareness Month" available exclusively through Curves..

Newton-John credits her own breast self-exam as the first step to her eventual diagnosis of breast cancer. Now, 16 years later she has become a passionate advocate in creating awareness for early detection and encouraging women to take a more active role in their breast health. "That I am fine today and stronger than before, I credit to early detection," says Newton-John

Breast self-examination is an important step to woman can do herself as part of a regular breast health routine. "Clearly a significant number of breast cancers are found by the patient herself, even in the setting of a normal mammogram," says renowned breast cancer surgeon Ernie Bodai, M.D., F.A.C.S, who has treated over 4,000 women with breast cancer. "The Olivia Aid greatly enhances a woman's ability in detecting an abnormality…which in many cases will lead to early detection and a better chance for a cure."

"Being a breast cancer 'thriver', I know that early detection is key to good breast health," says Newton-John, whose cancer was diagnosed in 1992 and who is now cancer-free. "My wish is that all women aged 20 and above perform monthly breast self-examinations. With the wonderful support of Curves, an organisation whose mission statement is 'strengthening women,' I hope that this campaign will be the beginning to have the Olivia Aid available to every woman and will become a staple in every medicine cabinet in the next five years."

Following a partnership with Olivia Newton-John's Great Walk to Beijing, a 228 km journey along the Great Wall of China in April 2008 which raised more than $2 million for the Olivia Newton-John Cancer Centre Appeal, Curves is passionate about making the Olivia Aid available to all women. Considering that numerous studies show a lower percentage of cancer diagnosis in women who maintain a healthy body weight and practice regular fitness programs, Curves is the ideal partner to successfully get the Olivia Aid into the hands of 1 million women in October.

Curves founder Diane Heavin joined Newton-John for the entire three-week journey on the Great Wall of China, and Curves alone raised more than $1 million for the cause. Curves will continue its efforts in the fight against cancer (the company's number one cause marketing effort) with the support of the Olivia Aid.

"No other cause has united the Curves community like the fight against cancer- and specifically, breast cancer," said Diane Heavin. "When I heard that Olivia was behind this amazing early detection tool, I couldn't wait to get my hands on one. After I used it myself, I couldn't wait to get the Olivia Aid into the hands of millions of women."

Non-members can get a free Olivia Aid when they come in for a complimentary Fitness Assessment. Curves members have a variety of ways to obtain an Olivia Aid, including showing proof of a mammogram within the last 12 months. Olivia Aids are also available for purchase by anyone in the community. The goal is to distribute 1 million Olivia Aids to women through October.

To coincide with the Olivia Aid campaign in October, the www.liv.com website will be launched as a one-stop source for information, news and education about breast health and early detection. Newton-John and Curves want to inspire women to exercise good breast health by actively integrating breast health into their daily life and making it a part of their monthly routine.

How can women exercise good breast health?

Most women who think of screening for breast cancer think of mammograms. But there are actually three ways to screen for breast cancer that, when combined, offer the best opportunity to detect the disease at its earliest, most treatable stage. These are: