Get Tied to the Cure, a program of Ford Motor Co. and the Susan G. Komen Breast Cancer Foundation
To increase Ford’s desirability among women, it became a national sponsor of the Race for the Cure Series in 1995. Each year, Ford finds new ways to leverage this relationship. Examples in 2002 include:
- Creation of a Kate Spade silk scarf sold at Bloomingdale’s that raised $342,000.
- Involvement of 4,000-plus Ford dealers as local sponsors at 112 Race for the Cure events.
- A print, online and outdoor advertising campaign featuring 18 celebrities modeling the scarf.
- Distribution of more than 1 million Breast Cancer Awareness bandanas to participants