Ford Division Observes Breast Cancer Awareness Month
19 October 1998
Ford Division Observes Breast Cancer Awareness Month With New Initiatives And National Philanthropy Award From Komen Foundation DALLAS, Oct. 19 -- Ford Division is observing National Breast
Cancer Awareness Month with several new initiatives aimed at educating women
to take charge of their health, and several awards for its efforts. Today in
Dallas, the company received the Komen Foundation's 1998 Award for National
Philanthropy.
In addition to its national sponsorship of Race for the Cure(R), Ford
Division's campaign to fight breast cancer includes: underwriting a special
report in People magazine on celebrity breast cancer; a separate magazine
insert featuring breast cancer survivor, Peggy Fleming; and a new series of
public service announcements and print pieces targeted to the Hispanic market
featuring top-rated Spanish-language TV talk show host, Cristina Saralegui.
PEOPLE MAGAZINE SPECIAL REPORT ON BREAST CANCER
Ford Division is the exclusive sponsor of a 20-page special report on
breast cancer featured in the October 26 issue of People magazine on
newsstands now. The magazine editorial contains stories celebrating famous
women -- like Sandra Day O'Connor, Jill Eikenberry, Olivia Newton-John and
Shirley Temple Black -- who have fought breast cancer and won. The special
report also appears on the magazine's widely-read web site, People Online.
"This was a natural tie-in for Ford," explained Jan Klug, Ford Division
marketing communications manager. "We're committed to the fight against
breast cancer and this is a great way to reach an estimated 35 million women
readers with our message that women must take charge of their own health. We
want to arm women with more and better information. This is where we think we
can make a difference."
PEGGY FLEMING FEATURED IN SPECIAL INSERT
The Peggy Fleming magazine insert is now appearing in the October issues
of four Conde Nast publications reaching more than 16 million readers. The
"Courage" section is running in copies of Glamour, Self, Vogue and
Mademoiselle. It features an interview with Fleming, news of advancements in
breast cancer therapy, and information about the Susan G. Komen Breast Cancer
Foundation's annual "Race for the Cure(R)" event.
"I'm proud to be associated with Ford Division's breast cancer campaign,"
Fleming explained. "We share the same goals -- increasing awareness about the
importance of early detection, and informed treatment. Breast cancer doesn't
discriminate. It touches all of us at one time or another. The best way to
fight this disease is by taking responsibility for your own health. That's
our message to the public."
Pop singer and breast cancer survivor Olivia Newton-John was featured in
two separate inserts which appeared in Conde Nast publications earlier this
year.
CRISTINA SARALEGUI OFFERS SPECIAL MESSAGE TO HISPANIC WOMEN
Cristina Saralegui is currently appearing in Spanish television, radio and
print ads urging women that "The fight against breast cancer is in your hands.
Get the facts. Check yourself monthly and have yearly mammograms."
The spots were launched recently on Spanish-language television in Los
Angeles and now are airing nationally on Univision, the number one U.S.
Hispanic television network. Saralegui also is featured in radio spots in the
key Hispanic markets of Los Angeles, Miami, San Francisco, San Diego and San
Antonio. Additional print ads are appearing in 10 Hispanic consumer
publications during the months of October through December.
FORD DIVISION IS RECOGNIZED WITH TWO AWARDS
Ford is being recognized for its efforts to fight breast cancer with two
prestigious awards this month. At its 16th Annual National Awards Luncheon in
Dallas today, the Komen Foundation presented Ford Division with its 1998 Award
for National Philanthropy. The award honors Ford Division for its commitment
to breast cancer awareness through its advertising and sponsorship efforts,
and for the growing involvement of its dealers across the country.
According to Komen Founding Chairman Nancy Brinker, "Each year, dealer
support of Race for the Cure(R) is increasing. In addition, unprecedented
advertising dollars in both electronic and print media have been devoted to
the Komen Foundation message, Race for the Cure(R) and the Foundation's
1-800-I'M AWARE Helpline."
Edsel B. Ford II, great grandson of company founder Henry Ford, and Ann
Kalass, Ford Division Southeast regional marketing manager, accepted the award
on behalf of the company. "We've made great progress in the four years we've
been involved with the Komen Foundation and Race for the Cure(R)," Kalass
said, "With the power of our dealers behind us, and the commitment of our
employees, we've been able to increase national exposure for Komen, raise
awareness in local markets across the country, and generate public enthusiasm
for this very important cause."
Ford added, "The courage, cooperation and resolve of the hundreds of
thousands of individuals participating in Race for the Cure(R) events
nationwide is a powerful reminder that in the race for good health, we're all
in this together."
Earlier this month in New York City, the Division received Self magazine's
Pink Ribbon Award for its dedication to the breast cancer awareness movement
and its broad-based support of Race for the Cure(R). Peggy Fleming attended
the awards banquet as Ford's special guest.
Accepting the award on behalf of Ford Division, Klug said, "Raising
awareness is the first step to finding a cure. Supporting organizations like
the Komen Foundation is another way to win the race against breast cancer."
RACING TO FIND A CURE
Race for the Cure(R) is a series of 5K races and one-mile run/fitness
walks in 86 U.S. cities that raise funds for the Komen Foundation. Ford
Division is a national sponsor of the race. During 1998, Ford Division and
its dealers are supporting the race with more than $10 million in the form of
sponsorship fees and media support. Additional support includes sales events,
giveaways, the use of Ford vehicles at race sites, and hosting events for
survivors of breast cancer.
The Komen Foundation was established by Nancy Brinker in 1982 to honor the
memory of her sister, Susan G. Komen, who died from breast cancer at the age
of 36. The Foundation is a national organization of volunteers working
through local chapters and Race for the Cure(R) events fighting to eradicate
breast cancer. It is one of the nation's largest funders of breast cancer
research, awarding more than $20 million in grants since its inception.
