Ford, Avon in breast cancer awareness campaign

October is Breast Cancer Awareness Month, a time of the year when several outfits go on overdrive in their campaign for awareness about the disease and in their efforts to reduce the stigma of breast cancer through education. The pink ribbon has long been the most prominent symbol of the cause, and this year, Ford Philippines is showing its support via a pink, er... Fiesta!

That’s right, “FoFi” has now got a pink dress, and has also committed to become the official transport vehicle of Avon Philippines’ ambassador Sarah Lahbati during the Avon roadshow dubbed Kiss Goodbye to Breast Cancer (KGBC)—Let’s Walk the Talk. Don’t get too excited though; a pink variant of this Fiesta Sport Plus hatchback will not be available for consumer purchase, as the car will be pink-stickered rather than truly painted in the eye-catching color.

The all-new Ford Fiesta Sport Plus Hatchback showcases new front and rear bumpers and leathertrimmed seats, in addition to its original, classleading features that have made it quite the “it” car. It is now equipped with additional features such as the connectivity package with voice command and Bluetooth, plus a six-speaker audio system, all of which were only previously offered on the Fiesta Sport variant. And to further enhance its safety, a front passenger-side airbag has also been added.

“Ford joins Avon in this worthy advocacy,” explained Ford Philippines’ AVP for Communications, Anika Salceda-Wycoco. “The Ford Fiesta is the perfect car to represent our commitment to raising awareness on breast cancer cure and prevention, as our best-selling Fiesta has significant appeal to our women customers,” she expounded.

Since its introduction, the Fiesta has truly started changing the gender market for Ford Philippines, as the brand has more often been associated with pickups and male- skewed vehicles in the past. Today, a huge fraction of Fiesta owners are young, female individuals; hence, a perfect group to tap for spreading awareness about the No. 1 cancer that kills women in the Philippines.

This is the first time a partnership between a car brand and a cosmetic company has been forged in the country. And this idea of bringing them together was conceived in the womb of Ogilvy Public Relations, the communications agency of both Ford and Avon Philippines.

Avon is the world’s largest supporter of the breast cancer crusade (now championing the breast cancer cause on its 20th year), and the company has expressed the sincerity it felt from the participation of Ford Philippines, as part of the latter’s mission to “Go Further,” by helping the community.

The ongoing breast cancer awareness campaign, in cooperation with the Philippine Cancer Society, is now in full throttle in three major cities: Cebu, Davao and Metro Manila. Among its efforts to promote awareness and early detection, free breast consultation sessions will be open to the public during this 20-day campaign.

You can catch a glance of the pink Ford Fiesta-turned-philanthropist at Avon’s various events, which will culminate in the annual Walk and Run Event on October 21 at the SM Mall of Asia Open Grounds. Among the activities presented are: a 3K Fun-walk, a 5K run and a 10K run.

For more information, you may log on to: www. avon.com.ph or www.facebook.com/fordfiestaphilippines.