Ford Continues 10-Year Fight Against Breast Cancer
 To help fight breast cancer, Lilly Pulitzer designed a bandana and silk scarf which last year quickly became coveted fashion accessories. Sales in 2003 topped the $1 million level and for 2004 Ford is setting a goal of raising $2 million. Celebrities like Claire Danes will wear the bandana and scarf in print ads in Condé Nast and Hearst Publications this year. For more information, visit the central source for all of Ford’s breast cancer efforts at fordvehicles.com/thecause. |
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By: Mary Ann Hupp | Ford Communications Network
CLICK4MORE:Ford Supports The Cause
DEARBORN, Mich., Oct. 4, 2004 (FCN) -- Fighting a disease like breast cancer takes a strong team. Ford Motor Company is celebrating its 10-year anniversary of battling breast cancer with the Susan G. Komen Breast Cancer Foundation by ramping up various efforts aimed at increasing support for research and treatment of the disease. Ford and Komen are big challengers to the deadly disease, but breast cancer is still a strong contender. According to the Komen Foundation, 215,990 woman and 1,450 men will be diagnosed with breast cancer in the United States this year. It is estimated that 40,110 women and 410 men will die from it.
"Ford was one of the first in the industry who recognized the importance of breast cancer awareness 10 years ago, and today our continued support has only grown stronger," said Connie Fontaine, Ford Division Associations and Alliances manager. "Ford and our Ford Dealers are proud to celebrate our 10th anniversary with the Susan G. Komen Foundation and the great contributions of over $80 million that we have provided along the fight."
Ford joined the fight in 1995 after signing on to become national sponsor of the Komen Race for the Cure® Series. Two years later, Ford sponsored two episodes of the television sitcom Murphy Brown, in which the main character dealt with breast cancer. Featuring breast cancer survivors in a national awareness magazine campaign started in 1998. That was the same year Ford introduced its first bandanna for race participants. In 2001, special-edition silk scarf versions of Ford’s bandana were sold to fashionable supporters.
This year, Ford has rallied some of the biggest names in entertainment and fashion to join the crusade and increase the more than $80 million Ford has already dedicated to the cause. The fight rages on during the month of October, National Breast Cancer Awareness Month, as Ford introduces a new Lilly Pulitzer-designed breast cancer awareness silk scarf. It includes a pale green, lavender, and light blue color scheme. The whimsical print includes daisies, paisley, the breast cancer ribbon symbol and the Ford logo.
The limited edition 2004 scarf will be sold for $35 at 75 Lilly Pulitzer® Signature Stores nationwide, Bloomingdale’s, Bloomingdales.com and Komen.org while supplies last. They also can be ordered until year’s end through Bloomingdales.com or by calling 800-777-0000. All net proceeds from the scarf sales benefit the Susan G. Komen Breast Cancer Foundation.
Lilly Pulitzer also designed last year’s bandana and silk scarf and it quickly became one of the most coveted fashion accessories of the season. Sales in 2003 topped the $1 million level and for 2004 Ford is setting a goal of raising $2 million.
Fontaine said with the phenomenal success of last year’s scarf they decided now was the time to set the aggressive goal of doubling last year's contribution to Komen and present a $2 million check at the end of the year.
Print ads featuring stars like Jennifer Connelly, Mary J. Blige, Demi Moore, and Claire Danes, will feature the scarf in Condé Nast and Hearst Publications. The celebrities adorn the scarf and share their thoughts in upcoming issues of Allure, Glamour, Gourmet, Marie Claire, O, The Oprah Magazine, Vanity Fair, Vogue, and many others.
Other efforts this year included the launching of Ford’s Hispanic breast cancer awareness campaign this summer, to educate the Hispanic community on the importance and benefits of early detection and regular checkups to prevent breast cancer.
In May, two-time Grammy-Award winner and music icon Patti LaBelle joined Ford in the fight against breast cancer. LaBelle has been furthering Ford’s breast cancer awareness efforts by speaking/appearing in Ford breast cancer awareness communications.
“Patti knows firsthand the heartbreak this disease can bring to a family,” said Fontaine. “That’s why it means so much to be partnering with her for our 2004 initiatives. She’ll bring enormous notoriety and her own personal experience to this campaign, and help underscore Ford’s ongoing commitment to the cause.”
For more information visit the central source for all of Ford’s breast cancer efforts at fordvehicles.com/thecause.
