Warriors in Pink: Ford Motor Company's Breast Cancer Initiative
BUILDING A NEWLY INVENTED BRAND.
The phrase Warriors in Pink came from an organic place. While writing a commercial using existing Race for the Cure footage, I was blown away by an overhead shot that looked like an army overtaking a city. An army of warriors, courageous and strong, fighting the battle against breast cancer. Only this army wore pink, and hugged a lot. Warriors in Pink. A small thought that launched a huge campaign.
By huge, I not only mean the usual big time advertising stuff -- television, TV integrations, a website, social media and events (Komen Race for the Cure), but passionate customer and "fan" involvement. Some women have tattooed Warrior symbols onto their bodies, some have made clothing from Warrior bandanas, An elementary school principal in Texas, a two-time breast cancer survivor, held a Warriors in Pink day. And Warriors in Pink has a full line of wear and gear. Ford gives 100% of the net proceeds to breast cancer charities, which has added up to over 100 million dollars. You can buy all things Warriors in Pink at fordcares.com.
We've done a lot of work. By we, I mean my Art Director partner, Linda Meek and I. Our team of designers. Our account and brand content team. Our clients. I put a few of my favorite things on the following pages. If you'd like to see more, just google. Warriors in Pink remains a project that has a great deal of meaning to me because it's making a real difference. To date, Ford has dedicated more than $130 million to help fight breast cancer.
The people behind Warriors in Pink in its infancy were Kerry Doyle and Curt Jaksen on the account/brand content side. Clients Connie Fontaine and Mary Lou Quesnell. Art Director, Linda Meek and designer, Christine Jones.