SEOUL – Breast cancer is the most common female cancer in Korea, so to create greater awareness around the disease, Ford Korea brought the company’s Warriors in Pink initiative to the market for the first time. The Warriors in Pink campaign consisted of activities that provide support for, and foster early protection against, the disease.
The campaign included a unique test drive program, “A Car of Warriors in Pink,” which ran across 17 showrooms in Seoul and other major areas in the country throughout October. Ford’s three dealer partners – Sunin Motors, Premier Motors and Hyein Motors – all participated.
Each dealer donated KRW16,000 to the Korean Breast Cancer Foundation for every Ford Fusion test drive (one donation per person) that took place at the participating showrooms. Donations are going to further breast cancer education and research activities.
More than 200 people from 17 showrooms in Seoul and other major cities participated in the Fusion test drive event. Women who participated received a special scarf from the Warriors in Pink apparel and accessories collection as a gift.
“The best thing about the ‘A Car of Warriors in Pink’ program is that I am not only experiencing a new vehicle but I also have a chance to participate in a meaningful donation activity,” said Eunju Lee. “There are already many activities for breast cancer awareness and prevention in Korea, but this program is unique in that customers can easily engage and make a contribution.”
In addition to the test-drive program, Ford held a series of breast cancer awareness classes for customers at five showrooms. There were more than 100 participants in these sessions, which served as an opportunity to share breast cancer survival stories and provide the latest information about breast cancer, self-exams and steps for prevention. Men who attended the class with their wife learned they also have a risk of being diagnosed with breast cancer.
The instructors running the information sessions were cancer education professionals from the Korean Breast Cancer Foundation who suffered from breast cancer in the past and who strive to increase breast cancer awareness nationwide.
During the campaign, information about it and breast cancer in general was provided through the Warriors in Pink tab on the Ford Korea Facebook page (www.facebook.com/fordkorea)