RIYADH — Ford Motor Company launched its Warriors in Pink® breast cancer awareness initiative in Saudi Arabia, beginning with an awareness event held in Riyadh that was attended by VIP guests. The event, in which Ford teamed up with Zahra Breast Cancer Association, included the Saudi debut of the Warriors in Pink® collection – Ford's unique line of apparel and accessories for women, men and children. Collection items feature the 12 Warriors in Pink® symbols of hope, strength and unity in the fight against breast cancer. A highlight of the collection is a sell-out t-shirt designed by A-list Hollywood actress, Jennifer Aniston. Her design, which features a drawing of the moon, is a message of positivity, encouraging people to believe in a cure, inspired by the reasoning that ‘if we can put a man on the moon, we can find a cure for breast cancer'. Warriors in Pink®, powered by Ford's awareness efforts commenced in the region last October, with high-glamour events in Beirut and Dubai, when the automaker joined hands with Fustany.com and One Wig Stand to showcase the Bras For a Cause T-shirt collection at a number of fashion show evenings. The Riyadh-event similarly featured a fashion show of high-street and couture collections from well-known designers in the region, including the ‘Look Good, Feel Good' collection, breast cancer awareness t-shirt designs and inspirational and educational speakers. Ford Middle East's Manager of Brand Communications and Public Affairs Sue Nigoghossian, said: “Warriors in Pink®, powered by Ford, has always been outspoken about the importance of regular detection, as the probability of surviving from breast cancer increases greatly when it is diagnosed in early stages. Simultaneously, Warriors in Pink® is also a campaign that recognizes the strength and courage it takes to deal with the everyday challenges of battling breast cancer 365 days a year. It was important to us at Ford Middle East to launch Warriors in Pink® in Saudi Arabia in association with the Zahra Association to balance both of these characteristics of the initiative, and thus this event was not merely restricted to raising awareness of breast cancer; it has also focused on initiating practical help to women currently battling breast cancer in the Kingdom – these are the true ‘warriors'”. Hanadi M. Al Outhah, Zahra Breast Cancer Association's General Manager, said “We make sure at Zahra Breast Cancer Association to raise awareness for the importance of breast cancer early detection, all the way from awareness, research, early detection, training and support survivors who benefit from a special care from the association's members.” “We are very grateful for the support of Ford Middle East and Al Jazirah Vehicles Agencies Co and excited about the launch of Warriors in Pink® in the Kingdom, where breast cancer represents 25% of detected tumors in the Kingdom according for the statistics of Saudi Cancer Registry in 2008. Additionally, I would like to thank other contributors to the success of this event, including One Wig Stand and Fustany.com, Al Faisaliah Hotel and the numerous designers that have generously donated pieces for this event”. Reem Abdallah Al Kraidees, Manager of Customer Care Center for Al Jazirah Vehicles Agencies Co.'s Western Region, said: “We are very proud to support the various charity entities in our country, which offer great services to our community in terms of humanitarian support and awareness, similar today to Zahra Breast Cancer Association. We all need to work together and raise awareness so we can fight the disease in early stages.” The event also introduced guests to the unique, regionally-relevant Warriors in Pink® henna art initiative, which has already proved popular in Lebanon and UAE. Ford Middle East commissioned a video, which is available on the company's Facebook and YouTube sites, to show ladies how to become a Warrior in Pink and mark their support of breast cancer awareness using henna. Women across the Gulf and Levant are encouraged to paint the Warriors in Pink® symbol that best represents them onto their hand. The symbols are versatile, some are worn to show a sense of solidarity and standing strong with breast cancer survivors, others to mark a commitment to life and survival in the face of the disease. Ford has dedicated more than $110 million in its 18-year commitment to the cause. Nigoghossian said: “Women in our region have used henna in body art since ancient times, so it is a source of inspiration to us all at Ford to see women using henna to make such a bold statement, in a way that only our region can, in support of breast cancer awareness. Women of all ages and nationalities have been wearing the henna Warriors in Pink® symbols, and as bone-fide ‘warriors', bringing breast cancer awareness and discussion to the forefront of our local communities is our ultimate aim in this campaign.” Watch Ford Middle East's “Are you a Warriors in Pink® video” to learn more about the henna campaign on www.youtube.com/fordmiddleast and www.facebook.com/FordMiddleEast. To buy the Warriors in Pink® collection on-line visit http://www.shopwarriorsinpink.com. – SG
