Bell Media Mix and Vizeum Join Forces for the Leucan Shaved Head Challenge

— April 25, 2014

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MONTRÉAL (April 25, 2014) – Bell Media Mix has partnered with Vizeum to maximize visibility for the 2014 Leucan Shaved Head Challenge, which this year hopes to raise over 5 million dollars to help cancer-stricken children and their families. This multiplatform campaign, with exposure on television, radio and on the Web, began on March 26 and will run until May 25, with many Bell Media personalities generously sacrificing their hair for the cause.

To kick off the campaign, Bell Media Mix produced a television message in which Challenge spokesperson Dominic Paquet – along with Jay St-Louis from MusiquePlus, François-Étienne Paré from Ztélé, Davy Boisvert from VRAK TV and Luc Gélinas and Patrick Friolet from RDS – asked Quebecers to give generously. The 30-second spot is being broadcast across all of the channels represented by those Bell Media personalities, as well as Canal Vie, and is being featured on their Websites in big box format ads. The campaign received additional online promotion from the channels, which highlighted the participation of their stars on their respective Facebook pages, and the artists themselves, who mentioned it on their personal pages.

Dominic Paquet also made well-received appearances in the MusiquePlus and RDS studios to promote the cause and got his head shaved live on-air. In doing so, he led the way for other Bell Media personalities whose hair will succumb to the shears during a May 23 broadcast on the same channels.

Rouge fm, NRJ, CHOM 97 7 and Virgin Radio 96 are also lending their weight to the campaign by urging listeners and businesses to participate in the Challenge. Their live mentions throughout the campaign will spotlight those who dare to have their heads shaved for the cause.

This is the second partnership this year between the charity and Bell Media Mix, who previously worked together on the Leucan 12-Hour Ski Challenge.

About Bell Media

With passion and an unrelenting commitment to excellence, Bell Media creates content and build brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada’s premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada’s #1 television network; 35 specialty channels, including TSN and RDS, Canada’s most-watched specialty channels in English and French; four pay TV services, including The Movie Network and Super Écran; and is managing shareholder of premium pay-per-view service Viewers Choice Canada. Bell Media is also Canada’s largest radio broadcaster, with 107 licensed radio stations in 55 markets across Canada. Bell Media owns Astral Out-of-Home, one of Canada’s most dynamic and innovative out-of-home advertising companies with a network of more than 9,500 advertising faces in Québec, Ontario and British Columbia. Bell Media also operates more than 200 websites, delivers TV Everywhere with its innovative GO video streaming services, including CTV GO, TMN GO and Bravo GO, and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. For more on Bell Media, please visit www.bellmedia.ca.

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For more information:

Michelle LaBarre, Vice-President, Bell Media Mix – Québec
514.939.5001, ext. 3131 or michelle.labarre@bellmedia.ca

Debbie B. Drutz, Vice-President, Bell Media Mix – English Canada
416. 440.6569 or debbie.drutz@bellmedia.ca