#CMweekly: Ford Warriors in Pink

Company: Ford Motor Company
Cause: Health/Breat Cancer
Partners: Susan G. Komen and participating breast cancer charities
Website: www. ford.com/warriorsinpink

Program of Action
Ford and Susan G. Komen are continuing their partnership this year with the popular and successful program, Warriors in Pink. Warriors in Pink campaign raises awareness and funds for breast cancer research. One hundred percent of net proceeds for the Warriors in Pink line of wear, now available at Ford Cares website, will be donated to participating breast cancer charities. Furthermore, Warriors in Pink will be honoring and highlighting the stories of breast cancer survivors.

Ford Motor Company has been active in the fight against breast cancer since 1993 and launched Warriors in Pink and the collection of apparel and accessories in 2006. The creators of Warriors in Pink designed multiple symbols that represent different meanings and messages for survivors, co-survivors, and encouragers to show their support. In addition, Ford is a proud National Series sponsor for Susan G. Komen’s Race for the Cure event.

Best Practices
Ford’s commitment to breast cancer charities for the past 18 years displays not only its loyalty to partnered nonprofit organizations, but its dedication to continue raising awareness and funds for the same cause. This will be Ford’s 18th year as a Susan G. Komen’s Race for the Cure National sponsor. The company’s commitment assures consumers of its willingness to stick by its partners and cause in order to make an impact. According to 2010 Cone Cause Evolution Study, 61% of consumers would rather support a company that makes a long-term commitment on its own to a focused issue it will support over time, than allow consumers to choose which causes to support monthly or yearly.

Warriors in Pink began with Race for the Cure events and extended to popular magazines, TV shows, movies, and celebrity endorsements. Ford launched the campaign into a buzz worthy program by utilizing all sorts of media outlets to grab the attention of consumers. This innovative approach keeps Warrior in Pink and the topic of breast cancer part of everyday conversation.

Ford motivates consumers with an incentive to buy Warrior in Pink apparel and in turn 100 percent of their net proceeds are donated to a breast cancer charity of their choosing. In addition, Ford created a designated site for people to engage with others. The site provides links to news and medical sites about breast health and allows individuals to express their feelings towards breast cancer by contributing a patch to Ford’s virtual quilt in honor of themselves or someone else.

Program Outcome
To date, Ford has dedicated more than $115 million to breast cancer charities and will continue to raise more with their ongoing partnerships. Warriors in Pink apparel are now being sold on the Ford Cares site. We encourage you to shop, spread the word, and dedicate a patch on Ford’s Virtual Quilt to help fight against breast cancer.

Your CM Aficionados,
Amy and Kassie

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