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PROCURE's Bowvember campaign is back in style for a 9th edition

01 November, 2022

Near thirty celebrity ambassadors embrace the cause by posing with the bow tie designed by Philippe Dubuc

PROCURE is launching its ninth edition of the nationwide Bowvember campaign and invites the population to come out in support of men living with prostate cancer. When people purchase the well-loved bow tie, they are backing the only Canadian organization exclusively dedicated to helping men with prostate cancer and their families. In Canada alone, 64 men are diagnosed with prostate cancer each day.

Funds raised throughout the Bowvember campaign enable PROCURE to finance world-class research projects and to provide many free services, including a toll-free support line 7 days a week with nurses specializing in uro-oncology. Over the years, this campaign has generated over $4 million.

The bow tie is currently on sale and can be purchased for $45 on and at various partner establishments.


As it does every year, this ninth edition brings together various public figures from the worlds of sports, politics and the arts- men and women who proudly don the bow tie in support of those living with prostate cancer.

"We're always blown away by our ambassadors' continued interest in the cause," says PROCURE CEO Laurent Proulx. "Their dedication and the visibility they lend PROCURE allow our organization to shine.

Thanks to their support, we know we can reach our goal of $600,000. Together, we can make a difference for the 64 men who are diagnosed with prostate cancer each day in Canada.


Using colour, prints and fabric cut, designer Philippe Dubuc wanted to put the spotlight on originality this year, making each 2022 bow tie a unique piece. For the first time, PROCURE called upon photographer Andréanne Gauthier and her team to create the campaign and enable the bow tie, so fittingly worn by the ambassadors, to truly shine. Her singular black-and-white shots, taken in the natural light of the studio, attest to the creativity and authenticity of her work. PROCURE lets the unique character of each ambassadors stand out, as serious or as light-hearted as they may be.


Benoît Gagnon
TV and radio host
Bertrand Godin
Race car driver and PROCURE spokesperson
Chantal Machabée
Vice President, Communications, Canadiens de Montréal
Charles-Antoine Sinotte
Sports reporter, Salut Bonjour and TVASports
Chloée Deblois
Comedian and author
Claude Bégin
Erich Preach
Ève-Marie Lortie
TV host, Salut Bonjour Week-end
Frédéric Plante
TV host, ROS
Gabriel Gervais
CEO Club de Foot de Montréal
Isabelle Maréchal
Producer and host
Isabelle Pagé
PROCURE spokesperson
Jean-Charles Lajoie
TV and radio host, TVA Sports and 91.9
Jean-Simon Bui
Journalist, Noovo
Joey Saputo
Owner of CF Montréal
Julie Bélanger
Singer and host, TVA
Kent Hughes
General manager of the Montreal Canadiens
Kim Sullivan
TV host, Global Television
Laurent Proulx
Justine and Chloé Dufour-Lapointe
Olympie freestyle skiers
Maxime Dufour-Lapointe
Medical student
Mathieu Dufour
Comedian and radio host, WKND
Olivier Dion
Philippe Dubuc
Quebec fashion designer
Régis Labeaume
Former mayor of Quebec City
Saskia Thuot
V host, TVA
Sébastien Benoit
TV and radio host, TVA and Rythme FM
Sébastien Diaz
TV host and producer, Radio-Canada
Valérie Plante
Mayor of Montreal
Winston McQuade
PROCURE spokesperson

PROCURE is a charitable organization in the fight against prostate cancer. lt raises awareness, supports and informs people affected by this disease, and promotes and contributes to the funding of world-class research.
A part of the Canadian and Quebec landscape for almost 20 years, PROCURE is recognized by the Canadian Urological Association as well as the Quebec Urological Association. Prostate cancer isn't going away, and neither are we.

Thank you for supporting PROCURE.

For more information, visit and
lnstagram: @procureqc
Linkedln: @procure-alliance
YouTube: @procureqc

For more information or to set up an interview, please contact:
Myriam Martin-brochu
Youville Haussmann Park

Photo credits :
- Photographer: Andréanne Gauthier
-Assistant Photographer: Vanessa Brossard
- Stylist: Mélanie Larivière
- Hair and Makeup Artist: Amélie Bruneau-Longpré

01 November, 2022


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