Automaker Says Campaign Raises Image
DETROIT--Ford Motor Co. says print inserts for its Ford division that focus on breast cancer are elevating the automaker's image.
The fourth in a series of supplements sponsored by Ford and Condƒ Nast appears in May issues of five magazines. Research conducted by the car maker after the first section last year showed it elevated the Ford division's image, said Lonnie Ross, Ford division public affairs' marketing and special markets manager.
About 63 percent of respondents said the ad made them feel better about Ford as a company. Approximately 42 percent said Ford's sponsorship of Race for the Cure--a series of 5-kilometer fitness runs and walks across the country that benefit the Susan G. Komen Breast Cancer Foundation--increased their interest in buying a Ford vehicle.
Last year, the division and its dealers supported the race series with more than $10 million in sponsorships and media support, said Jan Klug, Ford division marketing communications manager.
The new six-page insert from J. Walter Thompson, Detroit, will reach 25 million readers of Vogue, Mademoiselle, Glamour, Self and Women's Sports & Fitness. It features actresses from the ABC drama The Practice talking candidly about their concerns and experiences with breast cancer.
Readers are also invited to write about women in their lives who have shown courage after a breast cancer diagnosis. Selected essays will be posted on the Ford division Web site, and one essayist and a guest will be flown to New York to participate in the Komen Race for the Cure event on Sept. 19. --Tanya Irwin