National Bank launched a new Allure MasterCard today tailored to the habits of the Quebec woman.

Cardholders receive a 10% discount at a number of stores and cafes and have the choice of a yellow, blue or pink card, all adorned with the breast cancer pink ribbon.

National Bank has been collaborating with the Quebec Breast Cancer Foundation for years, but with this new card the bank intends to increase their support of the cause.

The bank intends to donate a percentage of the total annual purchases made by Allure cardholders to the foundation. “We estimate that donations to the foundation will be about $1.4 million over a five-year period,” says National Bank’s vp electronic payment solutions Rubina Havlin.

The card will go through a few weeks of intense advertising including radio and print campaigns and shopping mall visits by the Allure promotional team.