May 12 2004
Ford Motor Company continues to support the fight against breast cancer with several new initiatives. Ford announced a new partnership with music icon Patti LaBelle, a summer contest that will have people seeking to “Go the Extra Mile,” and a new 2004 breast cancer awareness bandana designed by Lilly Pulitzer.
Ford’s newest ally in its efforts to increase breast-cancer awareness, LaBelle, lost a sister to breast cancer, and other family members to cancer. The two-time Grammy-Award winner, will be instrumental in furthering Ford’s breast cancer awareness efforts by speaking and appearing in Ford breast cancer awareness communications and championing Ford’s “Go the Extra Mile” summer fitness program.
“Patti knows firsthand the heartbreak this disease can bring to a family,” said Connie Fontaine, Ford Division associations marketing manager. “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.”
A contest seeking people who are willing to “Go the Extra Mile” with Ford will also bring awareness to the cause. Ford’s “Go the Extra Mile” summer fitness program will give one lucky person the opportunity to prepare for the challenge of a lifetime -- participation in a prominent national marathon. Under LaBelle’s supervision, and with additional support from a personal trainer, the contest will give one winner the opportunity to symbolize the strength and fighting spirit of breast cancer supporters/survivors from all over the country.
Contest entrants are encouraged to share their compelling stories (in 250 words or less) of how they or their friends or family overcame breast cancer or other enormous obstacles within their personal day-to-day lives. Interested individuals can register to win online at https://www.ford.com/. Registration ends on May 23, 2004 at 11:59 p.m. EDT. One winner will be selected on or before May 28, 2004.
Ford also unveiled its brand new 2004 breast cancer awareness bandana designed by Lilly Pulitzer, a fashion company known for whimsical prints and colors that communicate hope and happiness, and an organization committed to the fight against breast cancer. Last year, Lilly Pulitzer, designed for Ford an inspirational breast cancer awareness bandana for distribution at Komen Race for the Cure® events nationwide. In the fall, Ford and Lilly Pulitzer debuted a limited-edition silk scarf that generated proceeds for the Komen Foundation and quickly became one of the season’s most coveted fashion accessories. Scarf sales in 2003 topped the $1 million level, helping bring Ford’s decade-long contribution in the fight against breast cancer to more than $80 million.
Ford will distribute its new paisley Lilly Pulitzer bandana to participants at all races again this year beginning Mother’s Day weekend. More than 500,000 bandannas will be given away throughout the year. This fall, Ford will debut a new 2004 Lilly Pulitzer designed limited-edition silk scarf, to be sold again with proceeds benefiting Komen. Starting next week, breast cancer supporters can log onto https://www.ford.com/ to sign up to receive e-mail updates about scarf availability and other important breast health issues.
This year marks the tenth anniversary of Ford’s support of the Susan G. Komen Breast Cancer Foundation in its mission to eradicate breast cancer as a life-threatening disease by advancing research, education, screening and treatment. Since 1995, Ford has been a national series sponsor of the Komen Race for the Cure® Series, the Foundation’s signature awareness and fundraising event.