FORD CONTINUES SUPPORTING BREAST CANCER BATTLE
- A special episode of "Army Wives" will air July 13, raising breast cancer awareness and support for Ford's Warriors in Pink program.
- Ford is teaming up with Reader's Digest in print and online promotions to find three breast cancer "warriors." Winners will be featured in the December issue of the magazine.
- 2008 Warriors in Pink merchandise available online at www.fordcares.com includes new custom gear.
DEARBORN, Mich., July 9, 2008 – Ford Motor Company is continuing the battle against breast cancer this summer in a number of creative ways.
This week, Ford Warriors in Pink teams up with the hit Lifetime Television show "Army Wives" to spread awareness of breast cancer and the need for early detection during a special episode that will air on July 13 at 10 p.m. EDT.
"The character of Betty, played by actress Patricia French, was diagnosed with cancer during the last season of ‘Army Wives,' " said Crystal Greene, manager, Ford Sponsorships and Alliances. "On this Sunday's episode, she will journey cross-country for treatment in her new convertible 2009 Ford Mustang with Warriors in Pink package."
French and cast members Sterling Brown, Brian McNamara and Wendy Davis will wear special limited-edition "Army Wives"-inspired Warriors in Pink apparel during Sunday's show and in special print and broadcast campaigns designed to raise awareness for the cause.
The apparel – specially created for the show – includes a t-shirt, dog tags and a cap with iron-on Warriors in Pink patches and is available for purchase through www.fordcares.com, with 100 percent of the net proceeds benefitting Susan G. Komen for the Cure. A special video message filmed with "Army Wives" star Kim Delaney in the limited-edition gear run after Sunday's episode and also online at the Ford site.
"The cast was extremely receptive because most of them have been touched by breast cancer through their mother, grandmother, aunt or a very close friend," said Greene. "They were all very willing to get involved."
As part of the "Army Wives" integration, Ford Warriors in Pink and Lifetime will seek out real army wives who have made significant differences in their community. A Dream Fulfillment vignette will air in November during a special "Army Wives" episode to recognize one real-life army wife as a special Warrior in Pink. The real-life Warrior in Pink will be honored for her achievements during the vignette by receiving a 2009 Mustang with Warriors in Pink package.
"We wholeheartedly support breast cancer awareness and eradication," said Maria Grasso, senior vice president, Original Series, Lifetime Networks. "And we are proud to be affiliated with Ford's Warriors in Pink program."
Ford also is joining forces with Reader's Digest this summer in a promotion designed to honor three real Warriors who personify strength, love and perseverance. Through print ads and online at www.rd.com/warriors and www.fordcares.com, people are asked to nominate themselves or someone they know who has faced breast cancer or stood by someone with the disease. Winners will be featured in the December issue of Reader's Digest.
"We've found that Warriors in Pink really resonates with people who are survivors or who are engaged in some other personal way in the battle against breast cancer," said Greene. "Whenever we seek out or honor real women, it's wildly successful because other people can relate to them."
Speaking of "real women," this year Ford is modifying its Warriors in Pink collection online at www.fordcares.com to include custom gear. For the first time, all of the t-shirts will feature custom embroidery or design, and all apparel will be available in sizes ranging from small to 2X. There is also a new way to personalize the gear, with iron-on patches of the Warrior in Pink symbols.
Also new to the collection this year is a woven scarf instead of the traditional silk scarf and more car-related accessories, such as a license plate holder, key chain, travel mug and a window sticker.
Ford has been a national series sponsor of Susan G. Komen Race for the Cure for14 years and has dedicated more than $95 million in cash and in-kind donations to save lives and eradicate breast cancer. Since its launch, Warriors in Pink apparel and gear has generated more than $1.5 million, with net proceeds going to Komen.
"People are fighting breast cancer every day of the year, so we feel that we should be raising money for research every day of the year and spreading the message that early detection saves lives," said Greene. "We hope that when people consider a new vehicle, they take into account the good things that Ford does. Not only do we make stylish cars that are smart and green, we also care."
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About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 228,000 employees and about 90 plants worldwide, the company's core and affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.