Ford Initiates Breast Cancer Awareness Campaign

As part of its corporate social responsibility program, Ford Motor Company has initiated a comprehensive endorsement that aims to improve the consciousness of people from various sectors about breast cancer. The automotive company carries out this health campaign in collaboration with the popular game show of NBC Deal or No Deal and famous pop songster Kelly Clarkson.

The 2007 Warriors in Pink is an event organized by Ford especially for the Susan G. Komen for the Cure, an association of breast cancer survivors and advocates. Ford organizers have planned to hold this health drive on October, which is officially the month of breast cancer awareness. The event will be aired on October 19 as a special chapter of Deal or No Deal on NBC.

This breast cancer campaign is directed not only to middle-aged women but also to the young generation. Advertising agency JWT Detroit and Public Relations firm Hill & Knowlton Irvine were chosen by Ford to help endorse its social campaign to a youthful audience. The two media groups came up with a promotional strategy that includes the introduction of a MySpace web page that features a public service announcement by Kelly Clarkson. The page is also an outlet through which people can share their views on breast cancer.

According to Ford Sponsorship Executive Crystal Greene, the company purposely selected Clarkson to promote its campaign for breast cancer awareness. The young songbird, who is continually gaining recognition from all over the world, is tasked to support Ford’s worthy cause in print ads, website Fordcares.com, and public service announcements on television.

Ford, which has been supporting Susan G. Komen for the Cure group for several years now, is intending to broaden its social endeavors by extending them to members of the Hispanic and the African-American populations.