The goal of this initiative is to raise funds for cancer in pets and was pioneered five years ago in the USA by Veterinary Pet Insurance.

Randy Valpy, President and CEO of Petsecure said that so far in 2009, the company has paid out nearly $1.3 million towards claims for the cost of veterinary treatment and care due to pet cancer.

He said that although cancer is the leading cause of death among older pets, 50 percent of pet cancer is curable. The goal for this month is to raise money for researching cancer in dogs and cats across the country and to educate Canadian pet parents on how to prevent and treat a disease that affects 1 in 3 household pets."

Petsecure has helped almost 3,500 pet owners this year alone with cancer related treatment.