Doha: This year marks 20 years of Ford Motor Company fighting against breast cancer.
Its journey began when it became one of the first corporate sponsors of the Susan G Komen Race for the Cure.
Ford branded its initiative Warriors in Pink and developed a full line of clothing and gear that donates 100 percent of the net proceeds to four breast cancer charities. Thus far, Ford has dedicated over $125m to the cause. Warriors in Pink encourages women to have continuing and honest conversations that keep them proactive about breast health and early detection.
In the Middle East, Ford has been shedding light on survivors through its Models of Courage programme since 2011, who share their experiences.
This year, the programme continues to highlight stories of local survivors, especially in Qatar, and promotes early detection in the battle against breast cancer.
“Through Warriors in Pink, Ford continues to be a unifying force in driving awareness about breast cancer,” said Sue Nigoghossian, Brand Communications and Public Affairs Manager, Ford Middle East.
“This year is especially meaningful to us as we mark the 20th anniversary globally and 4th edition in the Middle East, recognising the strength and courage of all survivors who have shared their stories throughout their journey.”
Deirdre Mcguire, Nicola Simpson, Georgina Taylor and Karen Morris took part in a day’s photo-shoot to model the 2014 collection of Warriors in Pink in Qatar. In addition to modelling latest apparel and accessories from the 20th anniversary collection, they shared personal stories and encouraging messages for those battling the disease.
In a region where a worryingly high number of breast cancer sufferers are diagnosed in the late stages of the disease, the company hopes that each of these women’s stories and advice will act as a catalyst to encourage others to talk about their experiences and inspire more people to get regular check-ups.
Since 2006, Warriors in Pink has offered a line of apparel and accessories and 100 percent of the net proceeds from the sale to four charities partners: The Pink Fund, Susan G Komen, Dr Susan Love Research Foundation and Young Survival Coalition.
Warriors in Pink’s goal is to keep breast cancer part of daily conversation and encourage women and men to engage in self-exams. The Peninsula
