In its 2001 campaign, the automaker says it wants to further increase community breast cancer awareness and has enlisted the help of celebrities such as Renee Zellweger, Megan Mullally, Vanessa Williams and L.A. Laker Rick Fox. The celebs wear bandannas in ads and talk about their personal experiences with the disease in nine Conde Nast publications through November. The magazines include Vogue, Glamour, Vanity Fair and Vogue en Espanol.
"It's a multifaceted campaign with multifaceted partners, but the hub of it is on the Worldwide Web (at www.fordvehicles.com)," says Lisa Owens, Ford Division marketing communications coordinator. "Any questions can be answered there."
The Web site provides information to support not only cancer patients but also their family and friends.
Owens told Automotive Marketer in October 2000 that a four-page breast cancer insert in six Conde Nast publications cost Ford "under $1 million." She couldn't give a figure for Ford's expenditures in the 2001 campaign.