20 Years Strong – Ford Warriors in Pink Drives the Conversation with New Survey on Breast Cancer Awareness

• National survey shows that despite awareness of breast cancer as a leading health concern, women are not talking enough about breast health

• Ford Warriors in Pink issues strong call to action to drive more conversations about breast health

• Now in its 20^th year, Ford continues in the fight against breast cancer, dedicating more than $125 million for the cause to date

Ford Motor Company and its Warriors in Pink campaign kicks off its 20^th year of support in the fight against breast cancer by issuing a strong call to action encouraging women to drive more conversations on breast health. Over the past 20 years, Warriors in Pink has observed how informed conversations can drive awareness and inspire women to be proactive about their breast health.

A relentless change agent in the fight against breast cancer, Warriors in Pink has embraced its role as a catalyst to inspire honest conversations among women. A recent national survey conducted by Ford Warriors in Pink shows that despite being a leading health concern for women, important breast health conversations are not happening enough – particularly between mothers and daughters.

“Through Warriors in Pink, Ford continues to be a unifying force in driving awareness for breast cancer,” said Joe Hinrichs, president of The Americas, Ford Motor Company. “This year is especially meaningful to us as we mark our 20th anniversary and honor the strength and courage of all the survivors who have shared their stories with us throughout their journey.”

Driving the conversation

To examine the state of conversation around breast health, Ford Warriors in Pink commissioned the Drive the Conversation survey among U.S. adult women, with specific emphasis on mothers and daughters.

The survey reveals a disconnect between what women care about and what they actually talk about. Both mothers and daughters admit they are more likely to talk about breast health if the other initiates the conversation, and 45 percent of daughters wish they were comfortable enough to talk to their mother about breast health.

While mothers and daughters are committed to and comfortable with having important conversations, they are not having enough conversations about breast cancer. Only 41 percent of mothers report discussing breast cancer with their daughters, and 52 percent of daughters admit that it does not occur to them to talk to their mother about breast health.

One in eight women is diagnosed with breast cancer every year, yet about one third of women still don’t think about breast health until it is mentioned by their doctor.

“As a mother myself and the youngest of three siblings, I felt that this was a great opportunity to put more light on the important health conversations we should be having more of with our loved ones,” said Tracy Magee, Ford brand experiential marketing manager. “And creating a comfortable space to have these conversations is critical.”

According to the survey, the majority of women (68 percent) believe that a vehicle provides a private and safe setting for important health conversations, with 38 percent admitting they sometimes wait to have important conversations until they are in the car.

The power of 20

In honor of its 20 years in the fight, Ford continues its commitment to the Models of Courage program highlighting 20 individuals, each sharing their inspiring experiences with breast cancer.

“We are deeply honored to welcome these 20 courageous and inspiring women and men to the Models of Courage program and are proud to have them represent Warriors in Pink – each with their own heartfelt story to share. They are true embodiments of our warrior spirit,” says Magee.

The Models of Courage will share their stories, inspiring hope and helping others face their battles throughout the year at national and community events, and in Warriors in Pink communications.

Wear the warrior spirit

This month, Ford is also introducing the 2014 Warriors in Pink line of apparel and accessories dedicated to the fight against breast cancer. The Warriors in Pink apparel collection features bold symbols that signify hope and strength, and that embody the warrior spirit of taking charge, harnessing power and standing together. This year, the collection will feature new items including a hoodie T-shirt, a lightweight jacket and a men’s polo and necktie, as well as best-selling accessories such as the annual women’s scarf and an updated versatile tote.

One hundred percent of the net proceeds from all warrior wear and gear sales is dedicated to the fight against breast cancer benefiting Warriors in Pink’s four charity partners: The Pink Fund, Susan G. Komen, Dr. Susan Love Research Foundation and Young Survival Coalition.

The 2014 Warriors in Pink collection will be available at www.fordcares.com.