National prostate cancer awareness breakfast comes to St. John’s

Rebekah Ward
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'Wake Up Call' event designed to encourage men to seek out testing

Steve Winter, CEO of Newfoundland and Labrador Liquor Corp. and chairman of a prostate cancer "Wake Up Call Breakfast," speaks at a launch of the awareness campaign in St. John's Tuesday. — Photo by Rebekah Ward/The Telegram

Prostate Cancer Canada (PCC) has teamed up with the Dr. H. Bliss Murphy Cancer Care Foundation to bring its Canada-wide "Wake Up Call Breakfast" to St. John’s.

The inaugural event will be held on Monday, Sept. 26, and boasts the involvement of honorary event chairman retired Gen. Rick Hillier.

“The object of the (breakfast), really, is to raise awareness for the disease, which is obviously prevalent among males over forty. Hopefully, we can encourage more testing, more screening, and early detection,” said Steve Winter, the event chairman and CEO of Newfoundland and Labrador Liquor Corp.

Hillier was unable to attend the launch, but Winter read a comment on his behalf.

“‘Prostate Cancer is the most common cancer to afflict Canadian men; that’s why I’m voluntarily throwing myself into this cause. As a 58-year-old male, I see this disease affecting my friends and acquaintances, some of them as young as 40,” Hillier wrote.

On average, one in every seven men suffers from prostate cancer over his lifetime; an estimated 500 Newfoundlanders will be diagnosed with the disease next year alone. The two organizations partnering to put together this business breakfast, one local and one national, are both interested in giving men a “wake-up call” to the disease, and encouraging them to seek out testing.

“The money raised (from the event) will support research to uncover better diagnostic treatment options, provide comprehensive support services for those living with prostate cancer, and enhance treatment for prostate cancer patients,” PCC representative Carol Murray-Rodriguez said.

Tickets to the breakfast can be purchased online at

Organizations: Cancer Canada, H. Bliss Murphy Cancer Care Foundation, Newfoundland and Labrador Liquor

Geographic location: Canada

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