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Posted On: 20 October 2014 06:31 pm
Updated On: 12 November 2020 02:14 pm

Ford Marks 20 Years of Fighting Breast Cancer with Warriors in Pink and Introduces ‘Models of Courage’ in the Middle East to Inspire Strength and Bravery

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This year marks 20 years of Ford Motor Company fighting against breast cancer. The company’s 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 more than $125 million to the cause.

Involvement for Ford extends far beyond just financial support for research. The Warriors in Pink® initiative 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 able to shine a spotlight on survivors through its Models of Courage program since 2011, shedding light on a number of survivors who openly share their experiences in the fight against breast cancer. And this year, the program continues to highlight stories of local breast cancer survivors especially in Qatar and promotes the importance of early detection in the battle against the disease.

“Through Warriors in Pink, Ford continues to be a unifying force in driving awareness for breast cancer,” said Sue Nigoghossian, Ford Middle East’s Brand Communications and Public Affairs manager. “This year is especially meaningful to us as we mark the 20th anniversary globally and 4th edition in the Middle East while recognising the strength and courage of all the survivors who have shared their stories throughout their journey.”

“Models of courage”: 5 survivors – 5 stories of hope.

Deirdre Mcguire, Nicola Simpson, Georgina Taylor and Karen Morris took part in a day’s photo-shoot to model the 2014 collection of Ford Warriors in Pink® in Qatar. In addition to modeling the latest apparel and accessories from the 20th Anniversary collection, the women also shared their personal stories and encouraging messages for those battling the disease.

Karen Morris who was diagnosed with breast cancer in 2013, said she hopes her involvement in the campaign will raise awareness of breast cancer amongst younger generations. “Early detection is the key. It doesn’t matter if you’re a woman or a man, have regular checkups.”

Georgina Taylor and Deirdre Mcguire emphasized the importance of staying positive. “…my attitude towards life has become so much more positive. I have a much more 'give it a go' approach.”, Deirdre states. While Georgina exclaims, “I am glad that I am alive..”

Nicola Simpson asserts how necessary it is for friends and family to be around and offer support; as she explains how her friend enforced her checkup for a diagnosis, “My friend saved my life!”

In a region where a worryingly high number of breast cancer sufferers are diagnosed in the late stages of the disease and the illness often remains taboo, Ford Middle East hopes that each of these women’s stories and their advice will act as a catalyst to encourage others to talk about their own experiences and inspire more people to get regular checkups.

Since 2006, Warriors in Pink has offered a line of apparel and accessories, and 100 percent of the net proceeds from the sale of these items benefit Warriors in Pink’s four charities partners: The Pink Fund, Susan G. Komen, Dr. Susan Love Research Foundation and Young Survival Coalition. Join the fight and support breast cancer at check out when you shop

Ford Warriors in Pink goal is to keep the topic of breast cancer part of everyday conversation and encourage women and men to engage in self-exams. Greater awareness can lead to earlier diagnosis, which in turn, could save lives. Ford is committed to the cause and has dedicated more than $120 million to date.