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Ford teams up with Lyft to drive breast cancer awareness

Ford Motor Company is teaming up with ride-sharing mobile application Lyft and online platform Meal Train to offer supportive services and resources for consumers living with breast cancer while also leveraging a mobile-optimized Web site featuring a Spotify playlist and postcard mailing option, proving that partnerships with mobile-first brands can enhance charitable campaigns.

The car manufacturer?s Warriors in Pink campaign aims is unrolling its newest call-to-action, The Good Day Project, which encourages consumers to help disease sufferers and try to provide them with more ?good days.? Lyft and Meal Train?s partnerships with Ford will offer brand support for the campaign, which also asks survivors and family to upload their personal stories on social media via the #MoreGoodDays hashtag.

?Of course we want to make it easy for people to access resources and tools, so optimizing content for mobile viewing and social sharing is essential,? said Tracy Magee, brand manager for Ford Warriors In Pink. ?In addition to providing survivor stories and tips for giving good days, the Warriors in Pink Web site is also the primary vehicle for raising funds for breast cancer research and resource development: 100 percent of the net proceeds from Warriors in Pink apparel sales go to partnering breast cancer charities.

?To that end, we need to offer an efficient and transparent mobile shopping experience.?

Mobile support
Lyft, a competitor to fellow ridesharing app Uber, is teaming up with Warriors in Pink to provide rides to and from medical appointments for select patients who need treatment for breast cancer. This option will be made available starting in June, and will roll out across 17 cities through select treatment centers.

To hail a Lyft vehicle, consumers can use their smartphones to download the app and input their location.

Lyft is planning on announcing more information on how to donate a free ride to a person in need in the coming days.

?Since the goal of The Good Day Project is to help create good days for those affected by breast cancer, we wanted to be thoughtful about the needs of people living with the disease and work with a partner who could really address those needs,? Ms. Magee said. ?Breast cancer patients often find themselves exhausted, overwhelmed, and feeling alone.

?We also know that for them, continuation of care and access to treatment are vital, so we're excited that we can partner with Lyft to provide free rides to and from select cancer centers in key cities across the country. The mobile app makes it easy for someone to arrange a ride for themselves or for a loved one, which we hope will alleviate at least some of the burden of living with breast cancer.?

Meanwhile, Meal Train, which is an online platform dedicated to organizing friends and family to offer meals to loved ones fighting cancer, is also joining forces with the Ford-branded campaign. Users will receive complimentary access to its premium Meal Train Plus service, designed to help with household chores such as childcare and running errands, in addition to meal deliveries.

Ford has named 20 Models of Courage to represent the campaign and spread the word about their personal stories at national and community Warriors in Pink events. Consumers and attendees are encouraged to join the conversation via the #MoreGoodDays hashtag on social media.

Dedicated microsite
Ford is inviting consumers to visit the mobile-optimized site for the campaign, www.fordcares.com, to view additional details and resources, including health information for Warriors in Pinks? four charitable partners, which include Susan G. Komen and The Pink Fund.

The site features a Spotify playlist for those who would like to listen to empowering and encouraging songs, while a list of books with similar sentiments is also available.

The brand will be launching a free postcard mailing service this June, with which consumers can personalize a message that Warriors in Pink will submit to their loved ones.

Ford is not the only brand tapping mobile-friendly charitable campaigns with cross-partnerships.

This past April, Walmart asked consumers to partake in its Fight Hunger. Spark Change campaign by uploading a photo with six friends onto social networks to prompt the retailer to donate $10 per post to Feeding America, suggesting that social media is an optimal communication vehicle for cross-partnerships with nonprofits (see story).

?With The Good Day Project, we hope that people will feel empowered to take real action to help those living with breast cancer -- whether it's rides to treatment centers from Lyft, meal or child care coordination from Meal Train, or just a nice note of support,? Ms. Magee said. ?With the community of survivors and co-survivors we've met in the program's 21 years, we hope that we are ultimately helping those who are battling in a meaningful way.

?Simple acts can go far!?

Final Take
Alex Samuely is an editorial assistant on Mobile Marketer, New York