Ford pitches cause-related marketing brief

LONDON - Car-maker Ford is understood to have put its cause-related marketing PR work out to pitch.

A six-figure sum is to be spent securing agency assistance for Ford's support of Breakthrough Breast Cancer, culminating in Breast Cancer Awareness month in October.

At least two agencies are believed to be in the frame for the work, which will run for an initial one-year period, extendable depending on the success of the campaign.

The promotional effort centres around Ford's commitment to donate £20 to the charity for every individual who takes a car out for a test drive during breast cancer awareness month.

The brief is expected to require agencies to secure national and local coverage of the campaign, as well as undertaking work to ensure the car-maker's network of dealers is motivated to take part in the promotion.

The 'Drive Towards a Cure' campaign has taken place since 1999 as part of a five-year deal. The charity hopes to raise £250,000 through the initiative this year.

It is believed a decision on the business will be made within weeks. The pitch process is being overseen by Ford's designated Breast Cancer Awareness team alongside staff from the charity.

The search for an agency for the brief is expected to be the last in a series of hires undertaken by Ford, which has already seen PiranhaKid hired to work on small vehicle launches later this year.

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