Campaign: Warriors in Pink
Company: Ford Motor Company
Nonprofit Partner: Susan G. Komen for the Cure®, Dr. Susan Love Research Foundation, The Pink Fund, Young Survival Coalition
Launch Date: May 11, 2012
Ford Warriors in Pink®, the program created by Ford Motor Company to raise awareness and funds in the fight against breast cancer, is launching a new campaign that highlights the stories of breast cancer survivors with “Models of Courage.” Eleven women and men were selected for the Models of Courage campaign to serve as Ford Warriors in Pink role models. The Models of Courage will also appear nationally as models for the 2012 line of Warriors in Pink wear and gear, sold online with 100 percent of net proceeds going to the fight against breast cancer. A sweepstakes is also running to give breast cancer supporters the chance to win a new 2013 Warriors in Pink Ford Escape.
Ford has supported breast cancer charities for 18 years and has dedicated more than $115 million to the cause to date. This campaign appears to be a way to personalize that long-term corporate support, bringing it down to a more digestible and human level.