DEARBORN -- Ford Motor Company will kick-off its 16-year commitment to fighting breast cancer starting tonight by honoring Warriors and survivors with the symbolic lighting of World Headquarters in pink and continuing throughout the month of October – National Breast Cancer Awareness Month – with a unique social media program designed to increase awareness and support for the cause.
Ford is celebrating its 16th year as National Series Sponsor of the Susan G. Komen Race for the Cure® – to date, dedicating more than $105 million to the cause. Following the ceremonial lighting of World Headquarters tonight, the company will launch a month-long initiative tied to its yearly Warriors in Pink program on Facebook to raise additional funds and encourage more people to join Ford in the fight to eradicate breast cancer, which claims more than 450,000 lives each year.
“This is a way for us demonstrate our ongoing commitment to the cause and encourage others to join us in the fight against this deadly disease,” said Connie Fontaine, Luxury and Non-Traditional Communications manager. “We know that increased awareness leads to early detection, and early detection saves lives. Our fans on Facebook are loyal and passionate and we are hopeful they will use this powerful tool to help amplify and spread the early detection message.”
Throughout the month of October, Ford will donate $1 to Komen for every new fan who joins the Warriors in Pink Facebook page at www.facebook.com/fordwarriorsinpink, up to $100,000. Each day, one fan will be selected at random to receive a piece of apparel from the 2010 Warriors in Pink collection, which includes hats, scarves, t-shirts, ties and accessories.
Ford also is launching a new application on the Warriors in Pink Facebook page that is designed to generate online conversation and support by enabling fans to send personalized messages featuring Warriors in Pink symbols to their family members and friends.
“This is our way of spreading the message throughout the virtual community,” explained Fontaine. “The 12 Warriors in Pink symbols represent different parts of the breast cancer journey – from the Dove that represents the wish for quiet peace during the battle to the Crowned Warriors that remind people that breast cancer touches the lives of both men and women.”
If you would like to learn more about Ford Warriors in Pink, please visit www.fordcares.com.