Yay for Kelly!
PR Week:
Ford's 2007 "Warriors in Pink" campaign for Susan G. Komen for the Cure kicks off in October, breast cancer awareness month.
To reach younger audiences, Ford worked with its agency Hill & Knowlton to launch a MySpace page where "friends" can share their own breast cancer stories.
Ford's sponsorship and alliance manager Crystal Green said the "face" of the campaign is Clarkson, who is featured in a TV PSA, print ads, and on Fordcares.com.
In addition, a special episode of Deal or No Deal dedicated to breast cancer awareness and Warriors in Pink is scheduled to air October 19.
Initiatives also include efforts to target African-American and Hispanic communities.
Budget for the outreach effort was not disclosed, but Green said that this was Ford's largest PR and marketing effort tied to a sponsorship in 13 years.
Ford
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