US programme hits home with consumers as Ford pushes its Warriors in Pink project.
Ford’s Warriors in Pink merchandise range and special edition Mustangs raised more than $US1.8 million for American breast cancer research and support programmes last year.
The Blue Oval says the amount was nearly triple the 2007 total. It donates a portion of money from the sales of the special edition cars (pictured here) and merchandise to the Susan G. Komen Race for the Cure fund.
Ford executive, Connie Fontaine, says the Warriors in Pink programme honours “the determination of those fighting the disease and donating to the cause.”
The Susan G. Komen for the Cure programme funds research and supports America-wide community outreach and awareness-building campaigns.
Ford’s involvement also widens awareness of the Komen campaign.
It partnered with the high-rating US television series, Army Wives, in a breast cancer awareness storyline and featured cast members in a national print, online and broadcast advertising campaign for limited edition Army Wives’ Warriors in Pink apparel.
Buyers snapped up more than $US120,000 worth in two days.
Ford also partnered with NBC’s new hit comedy, the US version of Kath & Kim, to help raise breast cancer awareness, including a special episode and a national print advertising campaign featuring stars Molly Shannon and Selma Blair in Warriors in Pink apparel.
Ford and Reader’s Digest magazine teamed up to support the Beautiful Warriors campaign.
More than 650 entries were submitted through a dedicated Web site, doubling the in-book nomination promotion for the campaign, and three selected breast cancer survivors told their stories in the magazine’s December 2008 issue.
Fontaine says Ford is committed to continue the fight to find a cure for breast cancer.