DEARBORN, MI: In an effort to reach various audiences about breast cancer awareness, Ford Motor Company has launched a multifaceted campaign, enlisting the help of singer Kelly Clarkson and hit NBC game show Deal or No Deal.
Ford's 2007 "Warriors in Pink" campaign for Susan G. Komen for the Cure kicks off in October, breast cancer awareness month.
Ford worked with PR partner Hill & Knowlton Irvine and ad shop JWT Detroit to reach younger audience. Efforts included the launch of a MySpace page where "friends" can share their own breast cancer stories, and virally spreading the Clarkson PSA on the Web.
Ford's sponsorship and alliance manager Crystal Greene said the "face" of the campaign is Clarkson, who is featured in a TV PSA, print ads, and on Fordcares.com.
In addition, a special episode of Deal or No Deal dedicated to breast cancer awareness and Warriors in Pink is scheduled to air October 19.
Initiatives also include efforts to target African-American and Hispanic communities.
Ford has been a national sponsor for Komen for 13 years, but this year’s campaign is the broadest PR and marketing initiative tied to breast cancer awareness for Ford.