Media releases

Lady Gaga "Just Dances" To Support Virgin Mobile's RE*GENERATION Program

Campaign to fight youth homelessness raises $300,000

TORONTO (ONTARIO) November 30, 2008

TORONTO (ONTARIO) November 30, 2008 – International bestselling electro-pop sensation Lady GaGa performed at a benefit concert in Toronto today to support Virgin Mobile Canada’s Re*Generation Program. In partnership with Virgin Unite Canada, the RE*Generation program has raised $300,000 for Canadian programs that support at-risk and homeless youth.

The RE*Generation program, introduced in the spring of 2008, is Virgin Mobile and Virgin Unite’s effort to empower a generation to help its own by bringing together organizations that care about Canada's at-risk and homeless youth and connecting them with people who want to help.

“Youth homelessness is a serious issue in Canada and one that we can’t afford to ignore. There are tens of thousands of young people living on the streets in Canada. Many have experienced physical, sexual, or emotional abuse, violence and substance abuse, mental illness and family instability,” said Andrew Black, President and Chief Executive Officer, Virgin Mobile Canada. “Virgin Mobile and Virgin Unite want to help make a difference and we want to inspire our customers and other Canadians to do the same. RE*Generation gives them a place to direct that passion, connect with agencies so that they can make a difference and inspire everyone they know to make a change in the lives of youth that need it the most.”

The Phone That’s Making A Difference

Virgin Mobile Canada, in partnership with Samsung, launched the Limited Edition RE*Generation m300 phone in June 2008. Fifteen dollars from the sale of 20,000 phones will be donated to the RE*Generation program. Virgin Mobile and its retail partners – Virgin Mobile Mini-Store, Wireless Wave, Telephone Booth, Future Shop, Zellers, Wal-Mart – and logistical partner Unigistix have contributed to the proceeds. Limited quantities of the RE*Generation phone are available for $79.99.

“We’re pleased to be part of the RE*Generation program and support youth at-risk and homelessness in Canada by doing our part to help find solutions,” said Paul Brannen, General Manager, Wireless Terminal Division, Samsung Electronics Canada.

Teaming Up To Do Some Good

Along with headlining the concert, Lady GaGa also made a stop by Eva’s Phoenix, one of the RE*Generation’s charitable partners to get a first-hand look at what the RE*Generation program is supporting.

Through Virgin Unite, the RE*Generation has partnered with pioneering organizations who are leading the charge to help youth in need. Proceeds raised will go to fund programs at Eva’s Phoenix, part of Eva’s Initiatives in Toronto, Broadway Youth Resource Centre in Vancouver, and the Youth and Philanthropy Initiative, an international in-school program that inspires youth to help their own generation.

“We have a desperate need for strong and courageous corporate leaders like Virgin Mobile to come forward and shed light on the challenging social issue of youth homelessness and its causes,” said Maria Crawford, Executive Director of Eva’s Initiatives. “This partnership draws attention to youth homelessness and brings much needed funds to support Eva’s critical work. With Virgin Mobile’s support, Eva’s will continue developing and providing progressive services to keep youth off the streets for good.”

Virgin Mobile thanks Samsung, Wal-Mart, Wireless Wave, Telephone Booth, Future Shop, Zellers, Unigistix and Virgin Radio 999 for their support for Re*Generation.

The RE*Generation Movement

Launched in the US and the UK in 2006 in partnership with Virgin Mobile and Virgin Unite, the RE*Generation has delivered well over $3 million in cash, volunteered time and in-kind donations to organizations working with homeless and at-risk youth. In 2007, Virgin Mobile USA, along with acclaimed singer-songwriter and Virgin Unite Ambassador Jewel, lobbied successfully to have November declared National Youth Homeless Month. Now it’s Canada’s turn.

In the coming months, RE*Generation Canada will launch TXT2CLOTHE, a text campaign that will provide new clothing to homeless youth across the country and help them take the first step towards transitioning into a stable life. More than just a pair of jeans or a new sweater, every article of clothing will help a homeless or at-risk youth gain the confidence needed to return to school, apply for jobs, meet new friends and seek out safe, healthy environments.

About Virgin Mobile Canada

Virgin Mobile Canada’s mission is to connect, entertain and reward like nobody else. Its simpler, better deals offer customers control, flexibility, and choice to design mobile packages that truly work for them.

As the #1 mobile youth network, Virgin Mobile Canada is very committed to making the world a better place for everyone, particularly the young. It works to inform and engage its customers on how they can get involved in the world around them and work with the company to make a difference.

For more information on Virgin Mobile visit www.virginmobile.ca.

About Virgin Unite Canada

Launched in the UK in 2004, Virgin Unite is the global independent charitable arm of the Virgin Group. Richard Branson and Virgin fully fund operational costs, so that 100% of all donations received go directly to the frontline where it is needed the most. Virgin Unite was created by Richard Branson and Virgin Group employees around the world to harness Virgin's people, resources and energy to make a difference to forgotten people and overlooked issues. Virgin Unite takes an entrepreneurial approach to social and environmental issues, investing in innovative and sustainable programs. Virgin Unite has registered charities in Canada, UK, U.S., South Africa and Australia. For more information, go to www.virginunite.com.

A bit about the RE*Generation Charitable Partners

Eva’s Initiatives: Based in Toronto, Eva’s Initiatives consists of three youth shelters designed to provide at-risk and homeless youth with the skills, resources and confidence necessary to lead productive, self-sufficient and healthy lives. Offering safe shelter, a range of progressive services, and creating long term, sustainable solutions, Eva’s Initiatives works tirelessly to get at risk youth ages 16 to 24 off the streets permanently.

Broadway Youth Resource Centre: Based in Vancouver, Broadway Youth Resource Centre (BYRC) is a one stop approach to community outreach and youth services. A drop-in centre available to all Vancouver youth, BYRC provides a range of essential services, ranging from a health clinic to job training and counseling.

The Youth and Philanthropy Initiative (YPI): YPI is a unique program in Compassion Education that is changing the world through the energy and empathy of young people. An innovative, academic philanthropy program, YPI gives students the skills to assess the needs of their community and makes grants to charitable, grassroots organizations meeting those needs. Visit: www.toskanfoundation.org.

Other charitable partners can join The RE*Generation by going to: www.virginmobile.ca/regeneration.

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