Ford's debuts 'Warriors in Pink' Breast Cancer Awareness campaign in the Middle East

Press release
Published October 23rd, 2011 - 06:37 GMT
The dove represents the wish for a quiet peace during the heat of battle
The dove represents the wish for a quiet peace during the heat of battle

Ford Middle East is joining the fight against breast cancer by launching numerous activities this October, in support of Breast Cancer Awareness Month. Ford is debuting several new 'Warriors in Pink' initiatives in the Middle East via local charity fashion show events, a test-drive promotion for the all-new Explorer and a unique henna program that symbolizes messages of hope, strength and unity for survivors and anyone impacted by the disease.

Ford Warriors in Pink is a campaign that recognizes the strength and courage it takes to deal with the everyday challenges of battling breast cancer 365 days a year. The program has been successful in recruiting hundreds of thousands of supporters – all of whom can relate to one of 12 special 'warrior' symbols that signify messages of hope, strength and unity in the commitment to the fight against breast cancer. 

Ford has dedicated more than $110 million in its 17-year commitment to the cause.

Bras for a Cause

Ford's Middle East awareness efforts commenced with a recent high-glamour event in Beirut, when the automotaker sponsored the Bras for a Cause charity fashion show event in partnership with Fustany.com and One Wig Stand. The event, which is also coming to the UAE, will raise money for charities in the region that are committed to helping women adjust to the changes brought about by breast cancer. Funds raised will be used to purchase special mastectomy bras for women that have undergone surgery as part of their breast cancer treatment, as well as wigs for women that have lost their hair as a side-effect of chemotherapy.

The next Ford sponsored Bras for a Cause event will take place at the Monarch Hotel in Dubai on October 24th, and will feature a fashion show, live entertainment, inspirational speakers, and lucrative raffle prizes. The event fashion shows will include the regional debut of the Warriors in Pink collection – Ford's unique line of apparel and accessories for women, men and children. Collection items feature the 12 warrior symbols of hope, strength and unity in the fight against breast cancer.

A highlight of the collection is a t-shirt designed by A-list Hollywood actress, Jennifer Aniston. Her design, which features a drawing of the moon, is a message of positivity, encouraging people to believe in a cure, inspired by the reasoning that ‘if we can put a man on the moon, we can find a cure for breast cancer’. As with all Ford Warriors in Pink wear and gear available for purchase on-line, 100 per cent of net proceeds from the collection goes to ‘Susan G. Komen for the Cure’ foundation – the world’s largest grassroots network of breast cancer survivors and activists seeking to save lives, empower people, and energize science to find a cure.

Test-drive promotion
Additionally, Ford will give a stylish Warriors in Pink scarf from the collection to the first 100 ladies test driving or experiencing the all-new Explorer at local UAE dealerships up to November 30, 2011. Proceeds of the scarves benefit the Susan G. Komen for the Cure’ foundation.

Warriors in Pink henna art
In a unique, regionally-relevant initiative, Ford Middle East is launching a henna art programme, where women across the Gulf and Levant are encouraged to paint the Warriors in Pink symbol that best represents them onto their hand. The symbols are versatile, some are worn to honour those that have passed away as a result of the disease, others show a sense of solidarity and standing strong with breast cancer survivors, others to mark a commitment to life and survival in the face of the disease. Ford Middle East have commissioned a video, which is available on the company’s FaceBook and YouTube sites, to show people how to become a ‘Warrior in Pink’ and mark their support of breast cancer awareness.

Ford Middle East's, manager of Brand Communications and Public Affairs, Sue Nigoghossian, said: “Women in our region have used henna in body art since ancient times, so it is a source of inspiration to us all at Ford to see women using henna to make such a bold statement, in a way that only our region can, in support of breast cancer awareness. Women of all ages and nationalities have been wearing the henna Warriors in Pink symbols, and as bone fide ‘warriors’, bringing breast cancer awareness and discussion to the forefront of our local communities, which is our ultimate aim in this campaign.  Warriors in Pink, powered by Ford, has always been very outspoken about the importance of early detection, as the risk of dying from breast cancer increases greatly when breast cancer is diagnosed in later stages”.

It is thought that as many as one in three women in the region will be affected by breast cancer at some point in their lives. Doctors at Susan G. Komen for a Cure recommend that since older women are more likely to develop the disease, once women reach the age of 40, they should have an annual mammogram, in addition to monthly self-examinations. Women under the age of 40 are advised to self-examine every three months. People concerned about any abnormalities should contact their doctor immediately.

Background Information

Ford Motor Company

Ford Motor Company, a global automotive industry leader based in Dearborn, Michigan, manufactures or distributes automobiles across six continents.

Ford Middle East is also a responsible corporate citizen in the region, with the Ford Motor Company Conservation & Environmental Grants, a grass-root level program that has offered nearly US$1 million in grants to over 120 Middle Eastern environmental projects since 2000. 

PR Contact

Contact Name
Anthony Fernandes
Contact email

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