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2008 Warriors in Pink Campaign Triples Result
According to the company, Ford’s 2008 Warriors in Pink campaign generated more than $1.8 million in donations for Susan G. Komen for the Cure, nearly tripling last year’s efforts.
In addition to building a "Warriors in Pink" limited edition Mustang, the company has helped raise awareness about breast cancer through unique marketing efforts with Lifetime's "Army Wives," NBC's "Kath & Kim," and Reader's Digest magazine.
In addition to the Warriors in Pink initiative, Ford is a national series sponsor of the Susan G. Komen Race for the Cure,
which according to Karen White, director, Corporate Relations, is critically important to the organization.
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"The funding that Ford provides enables us to do the groundbreaking research that we know needs to be done, and it supports national community outreach and awareness-building campaigns, like Circle of Promise, which targets the African American population, and Komen on the Go, which is a mobile outreach program aimed at young women and the needs of the medically unserved," White said.
In addition to funding for research, White says one of the intangibles that Ford’s support provides is much-needed exposure for the cause.
"Ford helps us elevate the conversation surrounding breast cancer and create awareness among the masses," she said. "Through some very unique marketing opportunities, Ford is helping us bring our message to the public, and that is incredibly valuable to us."
This year, Ford's Warriors in Pink campaign – which includes sales of the Warriors in Pink apparel, sales of the 2009 Limited Edition Mustang with Warriors in Pink package and affiliate contributions – generated more than $1.8 million in donations to Komen, nearly tripling last year’s efforts.
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