Ford reaches new audiences with their most comprehensive Warriors in Pink campaign yet in support of Susan G. Komen for the Cure. The campaign, which officially kicks off in October with breast cancer awareness month, is the broadest breast cancer awareness marketing initiative for Ford. Over the years, Ford has dedicated more than $90 million in cash and in-kind donations to save lives and end breast cancer.
• Kelly Clarkson: Two time Grammy-winner and former American Idol winner Kelly Clarkson will be featured as the face of the Warriors in Pink print campaign as well as a in a PSA on fordcares.com highlighting the importance of early detection. In addition, Clarkson will customize one of several Warriors in Pink mini-Mustangs, to be auctioned on eBay during October.
• NBC's Deal or No Deal: The models of NBC’s “Deal or no Deal” will join the cause this fall. Ford is partnering with the hit show to air a special episode dedicated to Warriors in Pink and breast cancer awareness month. The models of “Deal or No Deal” will appear in a print campaign throughout the fall.
• Myspace.com Profile: As Ford’s first social marketing platform, Warriors in Pink will feature a Myspace.com dedicated profile page, creating an online community of Warriors through a network of users. Warrior symbols will be available for download to include on user profiles and a blog section allows friends to share their stories. The profile page links to the fordcares.com store, the virtual quilt and e-cards. To become a friend of Warriors in Pink, please visit www.myspace.com/warriorsinpink.
• Mustang with Warriors in Pink Package: Produced in a limited edition of 2,500 units, the Mustang with Warriors in Pink package is the first-ever Ford vehicle designed exclusively in support of Komen for the Cure. The vehicle is available for order through local Ford dealers across the country. Sales from the Warriors in Pink package will raise funds for Susan G. Komen for the Cure. Ford's goal is to donate more than half a million dollars through these sales in addition to other fundraising.
Available on V-6 Premium Array Coupe or Convertible models, the Mustang with Warriors in Pink package will feature pink accents and is available in three colors to please the spirits of all Warriors: black, metallic silver and performance white.
• Celebrity Mini-Mustangs: Celebrities Toby Keith, David Arquette , Kelly Clarkson, the casts of Grey’s Anatomy, House, Young & Restless and General Hospital joined the fight against breast cancer by signing and decorating limited-edition 1/18th scale models of the Mustang with Warriors in Pink package. The collectors items will be auctioned during October on eBay, with all proceeds benefiting the Susan G. Komen for the Cure Foundation. To bid on the Mustangs listed above, please visit www.ebay.com/warriorsinpink. Auction will go live on October 15.
• Medical Warriors: New this year, Ford is partnering with the founder of the Necessities Bag program, Maureen Lutz, to bring her program to four additional hospitals throughout the U.S. Lutz was recognized and received a Warrior of the Week award in 2006 and featured on ABC’s “The View” for her strength as a breast cancer survivor and for bringing her Necessities Bag to mastectomy patients in Connecticut and New York.
• Circle of Promise: Ford and ESSENCE have partnered with Susan G. Komen for the Cure this fall to create the Circle of Promise campaign, which aims to increase breast cancer awareness in African America women. The program will educate women on the significant benefits of early detection, engage African Americans as “advocates” in the breast cancer movement and cultivate relationships within the community that lead to increased financial support of the breast cancer movement. The Circle of Promise campaign aims to recruit 100,000 African American advocates to support the cause through efforts such as recruiting friends to join the circle. Ford also teamed up with ESSENCE to create a “Warriors in Pink” micro site on essence.com. The site features content about early detection, healthy living tips, links to fordcares.com, a sweepstakes to win the 2008 Mustang with Warriors in Pink package and a video of ESSENCE editor Angela Burt-Murray getting her first mammogram. To view the video, visit http://www.essence.com/essence/warriorsinpink/index.html.
• Hispanic Warriors in Pink program: Through the local Susan G. Komen affiliates, the community nominated three breast cancer survivors from Miami, San Antonio and Los Angeles for their strength as real “Warriors.” Representing the Warriors in the Latino market, these women will tell their stories and be featured wearing Warriors in Pink gear at Fordcares’ Spanish website, www.fordenespañol.com/saluddelseno. In addition, a $1,000 donation will also be made on behalf of Ford in each of their names to their local Susan G. Komen for the Cure affiliate.
# # #
