Banff (AB), Canada – Sunshine Village’s third-annual Bikinis for Breast Cancer fundraiser this weekend will be the Alberta ski and snowboard resort’s biggest yet, raising more money than ever for this worthwhile cause.

More than C$10,000 in advance sales and pledges have been raised by this week, and the pledges and bids keep coming in. By the time the event is held this coming Sunday, thousands of dollars more are expected to be raised, says Hayley Cresp, Sunshine’s Events Coordinator.

Since Sunshine held its inaugural event in April 2009, the event has grown steadily. Other area ski resorts have picked up on the idea and held events of their own, compounding the amount of money raised for cancer research.

“It seems like it keeps growing each year,” says Willow Ridley, Coordinator, Urban Partnerships for the Canadian Breast Cancer Foundation. “It’s great to see the whole industry is getting involved and having some fun with it.”

Women 18 years of age and older can participate. They dress down in a bikini and snow pants to ski or ride down Strawberry face at a moderate pace.

Entrants must raise a minimum of $150 in pledges through friends, relatives, co-workers or they can make a personal donation. Groups of three must raise a minimum of $500.

Ridley says community initiatives are critical to the foundation, and come with a double benefit.

“It’s not only about raising money, but also raising awareness about the foundation,” she said.

“Sunshine is proud to take a leadership role in the fight against breast cancer,” says Doug Firby, Associate Director of Communications for Sunshine Village.

To register or bid on auction items, follow the links on www.skibanff.com.

On average, 445 Canadian women will be diagnosed with Breast Cancer every week, and 100 of these women will die every week.With the support of volunteers, the generosity of donors and more than 70 corporate partners, the Canadian Breast Cancer Foundation is funding some of the most relevant breast cancer research programs in the country.