FORD WARRIORS IN PINK MOVES INTO THE CW NETWORK'S 90210 TO REACH YOUNGER WARRIORS IN THE FIGHT AGAINST BREAST CANCER
November 30, 2009 (Dearborn, Mich. and Burbank, Calif.) � Ford Warriors in Pink is partnering with The CW Network's 90210 to drive breast cancer awareness by reminding viewers that breast cancer affects people in all zip codes. The partnership consists of several initiatives in the fight against breast cancer, including a special episode airing December 8 (8:00-9:00 p.m. ET/PT), a broadcast PSA and a series of national print ads.
By joining forces with the only network targeting women ages 18-34, Ford is reaching out to a younger audience with vital messages about breast cancer awareness and the importance of early detection. This campaign further solidifies Ford's long standing, 15-year / more than $100 million commitment to Susan G. Komen for the Cure.
In the December 8 episode of 90210, Silver (series star Jessica Stroup) will become a Ford Warrior in Pink in memory of her mother Jackie Taylor (Ann Gillespie), who succumbed to breast cancer in the November 17th episode of The CW drama. She will be wearing an all-new black Ford Warriors in Pink t-shirt and asking her fellow classmates at West Beverly High to sponsor her in an upcoming Race for the Cure (5K) for breast cancer research, which she will run in her mother's honor.
Stroup is also featured in a PSA that will air during the Ford Warriors in Pink episode, driving viewers to FordCares.com to find out how they can raise awareness and join in the fight against breast cancer. The PSA will be featured on FordCares.com and cwtv.com/warriorsinpink.
"This partnership helps broaden the reach for Ford Warriors in Pink by teaming up with a powerhouse network that targets a youthful audience," said Connie Fontaine, Brand Content and Alliances manager for Ford Motor Company. "Joining forces with 90210 provides a creative way to extend the message and importance of early detection. The more people watch, the more we are able to increase awareness and raise funds though our Warriors in Pink program to help find a cure."
"The CW is so incredibly proud to partner with Ford Warriors in Pink to help raise awareness and contribute to the fight against breast cancer through this integration with 90210," said Alison Tarrant, Executive Vice President, Integrated Sales and Marketing, The CW. "This tremendously vital issue directly impacts our young female viewers and their families, and in working with Ford Warriors in Pink, we've been able to incorporate it seamlessly into the 90210 storyline in a very organic and powerful way."
To help further aid in the fight, Ford and 90210 have developed a series of print ads featuring Jessica Stroup and on-air sister Jennie Garth. Both stars appear in the ads, which remind viewers that breast cancer affects people in all zip codes, and offer real-life ways to join the fight, including becoming informed and doing self-breast exams.
Both Stroup and Garth will model pieces from the Ford Warriors in Pink apparel collection in the print ads, which will appear in national publications including People, TV Guide, US Weekly and InStyle. The apparel collection is available for purchase on www.FordCares.com and each piece features important symbols signifying the message of hope, strength and unity in the commitment to the fight against breast cancer. Ford donates 100% of net proceeds to Susan G. Komen for the Cure 365 days a year.
Also, 90210 viewers will have the chance to win America's most fuel efficient mid-size sedan, the 2010 Ford Fusion Hybrid starting November 17th running through December 15th. During the four-week promotion period, a unique Warriors in Pink 90210 television spot will reveal a "Warriorized" keyword. Viewers can visit cwtv.com/warriorsinpink and/or use their mobile phone to enter the keyword for entry into the sweepstakes for the chance to win.
"As a 15-year partner of Susan G. Komen for the Cure, we know that awareness leads to early detection and early detection saves lives," said Fontaine. "Getting the word out to all ages is important because women of all ages need to sound the drum to begin the fight early in life."
A long-standing partner of Susan G. Komen for the Cure, Ford has dedicated more than $100 million to the breast cancer cause and remains committed to innovative ways to drive breast cancer awareness. The company's commitment runs well beyond raising funds � as a national series sponsor of the Susan G. Komen Race for the Cure, Ford is present at all 121 races nationwide. For more information please visit www.FordCares.com.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 200,000 employees and about 90 plants worldwide, the company's brands include Ford, Lincoln, Mercury and Volvo. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.
About Susan G. Komen for the Cure
Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Susan G. Komen for the Cure is the world's largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Komen Race for the Cure, we have invested nearly $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit www.komen.org or call 1-800 I'M AWARE.
About The CW
The CW Network was formed as a joint venture between Warner Bros. Entertainment and CBS Corporation in 2006. The CW is America's fifth broadcast network and the only network targeting women 18-34. The CW offers a five-night, 10-hour primetime lineup that runs Monday through Friday; a two-hour weekday afternoon block; and a five-hour Saturday morning animation block that delivers a total of 25 hours of programming a week over six days. The network's primetime schedule includes such popular series as "America's Next Top Model," "Gossip Girl," "90210," "One Tree Hill," "Supernatural" and "Smallville," as well as the freshman hit "The Vampire Diaries" and "Melrose Place."