Afexa Life Sciences Inc.: Leading Canadian Olympic Pin Collectors Rate an Official Pin Featuring Canada’s “Action’ Goalie as a ‘Must Have Pin’ on the Eve of the Vancouver 2010 Olympic and Paralympic Winter Games

VANCOUVER, BRITISH COLUMBIA--(Marketwire - January 29, 2010) - Afexa Life Sciences Inc. (TSX: FXA)

Attention Sports Editors:

Canada’s ‘action’ goalie who ‘skates back and forth’ to protect his goal is a ‘must have pin’ as Olympic pin collecting moves into high gear in advance of the Vancouver 2010 Olympic and Paralympic Winter Games. The pin has been a star attraction at Olympic Pin Collector Shows across the country.

“This pin is a clear hit,” said Frank Zavarella, president of the Pacific Pin Club in Vancouver. He says it’s created quite a buzz among collectors.

The pin is part of a limited-edition numbered set containing seven pins honouring Canada’s elite athletes that was developed by Afexa Life Sciences whose medical discovery - COLD-FX® - has been chosen as the Official Cold and Flu Remedy of the Vancouver 2010 Olympic and Paralympic Winter Games.

Another pin in the set honours Canada’s top female figure skater, Joannie Rochette of Quebec, who ended a 21-year medal drought for Canada last March by winning a silver medal at the World Figure Skating Championships in Los Angeles. It is the only 2010 Winter Games pin named after an individual athlete. Ms. Rochette presented the first “Joannie” pin to Quebec Premier Jean Charest on the day politicians from all political parties celebrated her achievements in the Quebec National Assembly.

“Pins are one of the most popular, accessible and collectible products associated with the Olympic Winter Games for athletes, the media, volunteers and spectators from around the world who will witness remarkable sporting achievements, " said Dave Cobb, VANOC Executive Vice-President and Deputy CEO. “They help capture the spirit and passion of Canada’s 2010 Winter Games and cement their memories forever.”

Zavarella said “Every pin represents a memory. It’s more than a lapel pin, it is a connection to a person, place, time or event. When you start to collect and trade Olympic Games pins, you become part of a worldwide tradition that dates back to the very first modern Olympic Games in 1896.” He adds that up to 10 million pins are expected to change hands during the Games.

The Olympic pin trading tradition began in Athens more than a century ago when athletes and officials traded their coloured identification badges. The first official souvenir pin was created for the Games in Stockholm in 1912. The COLD-FX pin set was manufactured by Artiss Aminco, which was licensed by VANOC (Vancouver Organizing Committee for the 2010 Olympic and Paralympic Winter Games) to be the sole maker of official pins for the 2010 Winter Games.

COLD-FX® has been the # 1 pharmacist recommended natural cold remedy in Canada for the past four years and has been approved by Health Canada to help prevent flu and cold symptoms by boosting the immune system. It has undergone 10 clinical trials at both American and Canadian universities including a four-city, three-university trial which showed that a combination of an influenza shot and COLD-FX significantly reduced the chances of getting the flu or a cold.