Avery Mitchell, a transgender woman, won it by a landslide, garnering 76 percent of 30,000 online votes, reports CTV.
The radio station asked contestants to submit a photo of themselves and explain why they should win a pair of $10,000 implants, with radio listeners voting online to determine the winner. The contest, of course, sparked some controversy. CBC reported that someone even painted a mock-up of the station's logo on an exterior wall of the station's headquarters calling the contest sexist.
But the promotion was a hit. 90.3 Amp received 600 entries and chose 10 finalists, including a woman who was scarred as a child and several mothers looking to regain their pre-pregnancy figures, says the Edmonton Journal.
Mitchell estimates that she will need at least $20,000 for gender reassignment. In an interview with the radio station, she said that in her transition from male to female, breast implants would mean that she wouldn't "have to face so much bigotry on a daily basis," reports CBC.
In 2009 the Alberta government removed sex change surgeries from the list of medical procedures covered by its publicly-funded health insurance system in an effort to save $700,000 per year. Which procedures the government will foot the bill for varies between provinces, but currently sex change surgeries are only covered for residents of British Columbia, Saskatchewan, Manitoba, Ontario, and Quebec.
Avery told the radio station she is paying for hormone treatment therapy and didn't think she would be able to afford breast implants.
"Basically all the funding has been cut off for transgender people to get sexual reassignment, so right now I have to pay all out of my own pocket," she said.
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