HMV and CAMH partner to inspire change through education

Toronto, Canada – June 1, 2009 – HMV, Canada’s leading music and entertainment retailer announces their new national charitable partnership with the Centre for Addiction and Mental Health (CAMH) - The focus of the partnership is to increase public awareness and education about addiction and mental health issues specifically as they relate to younger Canadians.

The CAMH Foundation announced a partnership with HMV Canada focused on educating young people across Canada about mental health and addiction issues. This banner is already appearing in their stores.

“Although we sit firmly in the 21st century, the subject of mental health is still often met with stigma and discomfort. This is where we believe that our partnership with CAMH can bear fruit,” says HMV President, Humphrey Kadaner. “We interact with over 40 million consumers across Canada every year through our 129 stores and via our website. A very large portion of these HMV consumers are young people and that is where we believe we may be of service”

Dr. David Goldbloom, Senior Medical Advisor, Education and Public Affairs for CAMH also welcomed the partnership. “It’s a tragic fact that young people aged 15 – 24 are one of the groups most affected by mental illness and addiction yet they are the least likely to reach out for help,” said Goldbloom. “That’s why our partnership with HMV Canada is so important, helping us to break down stigma and to make sure young people receive the advice, support and treatment they need.”

“Working closely with CAMH, we will focus our efforts on promoting education and awareness, while trying to leverage the credibility our hmv brand has developed with millions of younger consumers across Canada.” said Kadaner.

To do so, HMV has committed to initiate promotions in its stores across the Country and on-line at hmv.ca, the first of which was launched this week. The initial program concentrates on introducing the public to the partnership with CAMH and setting groundwork for future awareness campaigns that will occur periodically throughout the year.

“By demonstrating our willingness to speak out and draw attention to the problem, we hope to reduce the stigma or concerns associated with this topic, while conveying that it is okay to ask questions and to seek help. In this way we hope HMV can act as a catalyst to help connect individuals across the Country to local professional support before it becomes a matter of life and death.”

CAMH is one of North America’s leading addiction and mental health organizations and it is Canada’s largest addiction and mental health teaching hospital. CAMH is dedicated to improving the quality of life for patients across Canada and beyond through direct care, groundbreaking research, expert training of today’s and tomorrow’s health care professionals and scientists. CAMH influences public policy and develops innovative public education and health promotion activities to transform the lives of people affected by these issues.