Afexa Life Sciences Inc.

Afexa Life Sciences Inc.

September 11, 2008 08:00 ET

COLD-FX 'Drafts' Don Cherry, Mark Messier, CBC-TV and Government Leaders in Canada's Biggest Salute to the Nation's 600,000 Hockey Moms

EDMONTON, ALBERTA--(Marketwire - Sept. 11, 2008) -

Attention: News and Sports Editors

COLD-FX today released details of Phase II of its campaign to salute Canada's estimated 600,000 Hockey Moms in partnership with CBC-TV, daily newspapers, radio stations, Don Cherry, Mark Messier, Hockey Manitoba and Hockey Alberta. The comprehensive plan to recognize the contributions of Hockey Moms began in Halifax this past March with the support of Hockey Nova Scotia, Hockey PEI and Hockey New Brunswick. Nova Scotia Premier Rodney MacDonald joined Don Cherry and other VIPs in honoring 200 Maritime Hockey Moms and their hockey playing children at a celebrity event.

Phase II begins in Winnipeg later this month. On September 24th, Manitoba Premier Gary Doer will issue a proclamation recognizing the contributions and sacrifices made by this important group of volunteers. Later that night a pre-season NHL exhibition game in Winnipeg, between Wayne Gretzky's Phoenix Coyotes and Darryl Sutter's Calgary Flames, will be dedicated to the moms. Manitoba's Special Hockey Mom and her hockey playing child chosen by Hockey Manitoba will join Mark Messier at centre ice in 'dropping the ceremonial puck'.

Earlier in the day she and Mark will participate in a civic recognition ceremony at city hall with Winnipeg Mayor Sam Katz. And in the afternoon Mark will join Premier Doer when he issues his proclamation during a ceremony at the Manitoba Legislature.

On Sept 25th Mark will host a "Skate with Mark" event involving the children of some Hockey Moms selected by Hockey Manitoba. At the same event, winners of a Winnipeg Free Press/CJOB-Radio/COLD-FX contest will get a 'once in a lifetime chance' to be on a line with Mark, get a pass from him and attempt to score a goal.

Mark says he's excited to be involved with this campaign because for him it's a way of honoring his Mom and all Hockey Moms. "Growing up playing hockey, my Mom drove me to games and practices in the early morning hours while it was still dark and often bitterly cold when we played on outdoor rinks. Her family has a long history of hockey too and she was always incredibly supportive of my dream. This campaign is a wonderful way to recognize all Hockey Moms who sacrifice so much to allow kids to chase their dreams."

On November 13th, the action will move to Edmonton where 400 Hockey Moms and their hockey playing kids chosen by Hockey Alberta will be honored at special VIP luncheon involving Don Cherry.

As part of the "COLD-FX Salute to Hockey Moms" campaign, a Hockey Mom and three members of her family - winners of a national contest - will make a 'road trip' to Edmonton to attend the luncheon, meet Don Cherry and join him in a VIP box at a game that night between the Oilers and the Leafs. To promote the contest Don Cherry has put his trademark jacket on waivers, laced up his skates and donned a coach's outfit for a "See you in Edmonton" nationwide TV campaign. The contest will be jointly operated by CBC-TV and COLD-FX and the winning mom's name will be announced on Hockey Night in Canada on Nov 1st.

Don says of Hockey Moms, "They're dedicated and supportive; they're constantly making sacrifices for the sake of their kids. They wear their cars out going to tournaments. They can't take vacations if their kids play organized hockey because it's so expensive. They just sacrifice loads of their time. It's tough. Three practices a week. Their whole life is there. They're the greatest people in the world." Of his own mother and his days as a teenaged hockey player Grapes says, "I remember I was going away to Barrie, Ontario to play with the Flyers and we had old gloves with holes. I always remember my Mom was so upset when she saw those old gloves, she went and bought me proper gloves. A Mother's love."

COLD-FX discoverer Dr. Jacqueline Shan, says, "Our Company has had a long relationship with hockey and NHL players dating back to 1996 when we conducted our first clinical trials with the players and coaches of the Edmonton Oilers. Mark Messier was one of the original users of COLD-FX." Dr. Shan who heads CV Technologies, added, "I'm a hockey mom myself and we wanted to honor other Hockey Moms who are truly the backbone of amateur hockey in this country."

Hockey Manitoba Executive Director Peter Woods says, "Hockey Moms are often left to the background as dads volunteer to assist and coach, however moms contribute in many other facets of the game and this is a great opportunity to acknowledge all the efforts and sacrifices of all Hockey Moms who are such an integral part of the hockey family."

Hockey Alberta President Terry Ledingham says, "Many times the Hockey Mom is forgotten, but they are an integral part of the game. I think amateur hockey would probably fail with them. Not only are moms providing support and encouragement, but they do all kinds of things including fund-raising, score-keeping and deserve a lot of credit. More importantly today, Hockey Moms are now coaching and running Minor Hockey Associations."

A summary of some of the highlights:

Proclamation by Manitoba Premier Gary Doer recognizing contributions of Hockey Moms

A Morning Skate and practice session with Mark Messier for some Hockey Manitoba kids

A 'road trip' to meet Don Cherry in Edmonton for a Hockey Mom (family of four) and attend an Oilers/Leafs game with Don as guests of COLD-FX and CBC-TV

Special recognition of Manitoba Hockey Moms at a Coyotes/Flames pre-season game

VIP luncheon for 400 Alberta Hockey Moms and their hockey playing children in Edmonton

COLD-FX donation to help outfit underprivileged hockey kids

Special VIP autograph/photo sessions with Mark and Don

Special Hockey Night in Canada and Oiler's jerseys

Special Collector T-shirts featuring Don

Special Collector T-shirts featuring Mark

Special Collector Don Cherry mugs featuring his unique jackets

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