Pink in the black

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Bridgestone Pink Your Ride 2015 campaign raised nearly $60,000 for the New Zealand Breast Cancer Foundation (NZBCF), bringing the total raised since 2008 to nearly $600,000. The creative was by Auckland marketing production agency The Hatchery, while Ponsonby full-service ad agency Blackfoot handled PR, social and internal comms.

The campaign sold $2 Pink Caps – valve caps to go on any tyre with a valve, in Bridgestone Select, Bridgestone Tyre Centre, and Firestone stores, as well as online at throughout Breast Cancer Month in October.

All proceeds now go to the NZBCF to help with early detection of breast cancer, education, supporting those with the disease, research and medical grants.

Bridgestone also ran a Facebook page to encourage followers to get on board and share moving stories from those who have been affected by the disease, to push the message out about early detection being an important key to fighting breast cancer.

“Breast cancer is something that has touched the lives of many of the Bridgestone team and we are delighted to further support New Zealand women and The New Zealand Breast Cancer Foundation through the funds raised by our Pink Caps,” said Bridgestone NZ GM John Staples.

NZBCF ceo Evangelia Henderson said: “Pink Caps have been a highly visible part of Breast Cancer Month for eight years now. We’re so grateful to Bridgestone and to everyone who has bought Pink Caps for their support of our work.”

This year Bridgestone has also supported The NZBCF Pink Caravan, which is currently on a 10-week tour of small towns in New Zealand. The caravan’s breast care nurses provide valuable education about the disease.

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