A special episode of The CW's 90210 will air Dec. 8 to help raise breast cancer awareness as part of the Ford Warriors in Pink program
Jessica Stroup (Silver) will wear an all-new limited-edition black Warrior T-shirt, available along with all the Ford Warriors in Pink wear and gear at www.FordCares.com. Ford donates 100 percent of net proceeds to Susan G. Komen for the Cure all year long
A new PSA featuring Stroup will air during the special Ford Warriors in Pink episode of 90210, driving viewers to FordCares.com to find out how they can raise awareness and join in the fight against breast cancer
To continue to raise awareness amongst a younger audience, Ford is offering a special sweepstakes for viewers to have the opportunity to "Watch and Win" for a 2010 Ford Fusion Hybrid
DEARBORN, Mich., Dec. 8, 2009 – Ford Warriors in Pink is teaming up 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 Dec. 8 (8-9 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 to 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 and $100-plus million commitment to Susan G. Komen for the Cure.
In the Dec. 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 Nov. 17 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, Ford Brand Content and Alliances manager. "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 through 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 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 percent 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 midsize sedan, the 2010 Ford Fusion Hybrid starting Nov. 17 and running through Dec. 15. 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.
