Ford Warriors in Pink is partnering 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 12/8 (8:00-9:00 p.m. ET/PT), a broadcast PSA and a series of national print ads.
This campaign further solidifies Ford’s long standing, 15-year / more than $100 million commitment to Susan G. Komen for the Cure.
In the December 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 11/17 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.
To help further aid in the fight, Ford and 90210 have developed a series of print ads featuring Jessica 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. Ford donates 100% of net proceeds to Susan G. Komen for the Cure 365 days a year.
Also, 90210 viewers will have the chance to win the 2010 Ford Fusion Hybrid starting through 12/15. 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.