Ford Warriors in Pink Teams Up With NBC’s “The Biggest Loser” in The Battle Against Breast Cancer
* NBC’s “The Biggest Loser” is supporting Ford Warriors in Pink during the highly anticipated makeover episode airing November 23, 2010.
* “The Biggest Loser” stars Jillian Michaels, Bob Harper and Alison Sweeney will appear in a national print and broadcast campaign in support of Ford Warriors in Pink.
* Ford Motor Company is a 16-year partner of Susan G. Komen for the Cure and has dedicated more than $105 million to the breast cancer cause.
DEARBORN, Mich., – Ford Warriors in Pink is enlisting a new team of Warriors in the fight against breast cancer by joining with the hit NBC reality show “The Biggest Loser” to show that the fight to get healthy and stay healthy requires the same Warrior spirit as the fight against breast cancer.
The relationship will be integrated through a series of initiatives that will rally both contestants and viewers to get involved, and will reward the Warrior in each of them. During the show’s highly anticipated makeover episode airing November 23(8:00 p.m. ET) contestants will compete in a special Ford Warriors in Pink “Biggest Loser Challenge,” where they will be rewarded for their Warrior-like fight to get healthy with the chance to win a 2011 Ford Edge. In addition, contestants will demonstrate the fashionable side of support by modeling Ford Warriors in Pink apparel and accessories to highlight their transformed physiques.
“Ford Warriors in Pink and ‘The Biggest Loser’ share a common goal to empower people to take control of their health,” said Connie Fontaine, Luxury and Nontraditional Marketing Communications manager for Ford Motor Company. “This is a show that creates Warriors, and we are proud to have the support of NBC and ‘The Biggest Loser’ to help raise awareness and work towards a cure for breast cancer.”
“The Biggest Loser” all-star trainers Jillian Michaels and Bob Harper along with show host Alison Sweeney will do their part to sound the battle cry by appearing in a national print and broadcast campaign that will hit newsstands and airwaves in November to remind everyone that breast cancer affects us all 365 days a year. The campaign encourages fans to support the cause and rally together in true Warrior fashion by logging on to www.fordcares.com and donning Ford Warriors in Pink gear. 100 percent of net proceeds from the gear benefits Susan G. Komen for the Cure all year long.
In addition to visiting FordCares.com to show their support, “The Biggest Loser” fans have their own opportunity to win a 2011 Warriors in Pink Ford Edge. Starting November 15, viewers can log on to www.nbc.com/warriorsinpink for their chance to win.
“With all major health challenges, it is Warrior-like strength that helps people overcome their challenges,” said Chad Bennett, VP of Brand Development and Production for Reveille. “By working with Ford Warriors in Pink, ’The Biggest Loser’ is able to again raise awareness around overall wellness and encourage its fans to live a healthy lifestyle.”
Ford limited edition Warriors in Pink apparel and accessories are created for women, men and children and feature important symbols signifying the message of hope, strength and unity in the commitment to the fight against breast cancer. Ford commitment runs well beyond raising funds. The company is committed to making a difference 365 days a year by encouraging women to become informed and visit their doctor, educating them that early detection saves lives.
For more information and to view the 2010 line of Warriors in Pink apparel, please visit www.fordcares.com.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles across six continents. With about 163,000 employees and about 70 plants worldwide, the company’s automotive brands include Ford, Lincoln and Mercury, production of which has been announced by the company to be ending in the fourth quarter of 2010. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford’s products, please visit www.ford.com.
About the Susan G. Komen Foundation
Nancy G. Brinker promised her dying sister, Susan G. Komen, she would do everything in her power to end breast cancer forever. In 1982, that promise became Susan G. Komen for the Cure and launched the global breast cancer movement. Today, Susan G. Komen for the Cure is the world’s largest grassroots network of breast cancer survivors and activists fighting to save lives, empower people, ensure quality care for all and energize science to find the cures. Thanks to events like the Komen Race for the Cure, we have invested nearly $1 billion to fulfill our promise, becoming the largest source of nonprofit funds dedicated to the fight against breast cancer in the world. For more information about Susan G. Komen for the Cure, breast health or breast cancer, visit www.komen.org or call 1-800 I’M AWARE.
About The Biggest Loser
The Biggest Loser airs on NBC Tuesdays at 8 pm (ET). The first reality series where everybody “loses,” The Biggest Loser challenges and encourages overweight contestants to shed pounds in a safe and recommended manner through comprehensive diet and exercise as they compete for a grand prize of $250,000. Hosted by Alison Sweeney, the series provides the contestants with challenges, temptations, weigh-ins and eliminations until the final contestant remains to claim the title of “the biggest loser.” Each team works out under the supervision of professional trainers Jillian Michaels and Bob Harper. The Biggest Loser is a production of Reveille LLC, 25/7 Productions and 3 Ball Productions.
Beyond the U.S. where more than 100 episodes of the show have aired, The Biggest Loser has become a worldwide hit appearing in over 90 countries and produced in 25 countries. Since its debut in 2004, The Biggest Loser has grown to become a standalone health and lifestyle brand by developing tools and products inspired by the show and approved by its doctors and experts. Anchored by the online, subscription-based extension of the show, Biggestloserclub.com, from Rodale, The Biggest Loser consumer products program has generated over $100 million in spending, with presence at more than 25,000 major retailers to date. The program currently features a wide variety of health and fitness products including The Biggest Loser video game for Wii and Nintendo DS & DSi, The Biggest Loser Resort at Fitness Ridge, which is a full-service, destination health & fitness spa, The Biggest Loser Meal Plan, a New York Times best-selling books series, a best-selling fitness DVD series, a line of appliances, fitness equipment, protein supplements and several other health and lifestyle based products. The Biggest Loser was recognized as a top brand of the year in Advertising Age’s 2008 Marketing 50. Check out www.biggestloser.com for more information.
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