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Bridgestone Pink Cap Campaign harnesses Facebook


Bridgestone Pink Cap Campaign harnesses Facebook to facilitate healing, participation and support

All funds to benefit the New Zealand Breast Cancer Foundation. Social media campaign to showcase pink caps in action

Fast Facts
• 2012 campaign kicks off for October.
• A Facebook contest – provides weekly spot prizes for unique and interesting photos of pink caps on vehicles & provides additional opportunities for community support & involvement. Visit:
• $300,000 has been raised for the NZBCF since the launch of the campaign in 2008.
• Pink tyre valve caps will be sold at 184 Bridgestone and Firestone locations across the country.
• 100% of funds raised go directly to the NZBCF.

Since 2008, Bridgestone has sold its unique pink tyre valve caps through stores nationwide to raise funds for the New Zealand Breast Cancer Foundation (NZBCF). Beginning yesterday, these caps are on sale for $2 each, with 100% of the proceeds benefitting the NZBCF. This year also the campaign re-launches, with the aim to break Bridgestone’s previous records in fundraising and national awareness, supporting the women and men affected every day by breast cancer.
2012 will be a very integrated campaign, with social media playing a huge part.

Last year, Bridgestone and Firestone stores received dozens of photo submissions, so this year it’s been made easy for supporters with a Facebook campaign inviting participants to post photos of their vehicles decked out in pink caps and to share their stories and experiences. Weekly spot prizes will go out for unique, interesting and photos with the wow factor.

“Two years ago I lost my mum to breast cancer. She fought for five years against it, losing a breast and then eventually the cancer moved to her brain,” shares Grant Difford, Creative Director/Owner for Waking Giants, the branding agency involved in this year’s campaign. “The biggest issue I see is that the support required for the cancer patient and for the family is huge. By providing a platform for sharing, we allow the healing process to start. This is an issue close to my heart, and social media is an important tool in showing how this terrible illness affects so many. We all know someone affected.”
The Pink Cap Drive Campaign has attracted New Zealanders across all age groups, genders and walks of life since it began in 2008. Over the years, it’s touched the hearts and tyres of police, long-haul truck drivers, forklift drivers, lawnmowers, farmers’ tractors, dump trucks, steam rollers, graders, fire engines, NZ Air Force planes, pushchairs and kids’ scooters. Bridgestone hopes to see its iconic pink caps on a larger range of vehicles this October. There are no limits to the ways individuals and organisations can get behind this great cause.

“The campaign has grown each year which we’re delighted with,” says Evangelia Henderson, Chief Executive of the New Zealand Breast Cancer Foundation. “Breast cancer affects more than just women. Men can get breast cancer too, and whether man or woman, the disease affects more than the individual diagnosed. This is a disease that affects whole families and communities. We love that Bridgestone can take such a serious issue and give it such a unique and playful spin.”

As a neutral platform, social media allows people to share their stories and experiences. This interaction will be part of the healing process for families, as it gives all those involved the chance to see they are not alone.

About Bridgestone New Zealand Limited
Bridgestone New Zealand Limited was formed in September 1998, following the merger of two of the world’s premier tyre companies: Bridgestone and Firestone. Today the Bridgestone Corporation is the world’s leading tyre manufacturer, supplying quality tyres for cars, trucks, buses, construction and mining vehicles, industrial machinery, agricultural machinery, aircraft, motorcycles and others. In New Zealand, Bridgestone, Firestone and Supercat branded tyres are available throughout the country at a number of retailers, including Firestone, Bridgestone Select, Tony’s Tyre Service, Bridgestone Firestone Commercial, Bridgestone Truck Centre, Bridgestone Tyre Centre and other Bridgestone stockists. These retailers also provide a comprehensive range of tyre-related services. Bridgestone New Zealand Limited has been awarded the internationally recognised carboNZeroCertTM certification since 2010. The Pink Cap Campaign is part of Bridgestone’s wider commitment to contribute to society and the environment through their operations and a number of ongoing initiatives.

About the New Zealand Breast Cancer Foundation
The New Zealand Breast Cancer Foundation is the country’s foremost breast cancer education and awareness organisation. It is a non-government funded charitable trust promoting awareness of breast cancer, providing information and education, and raising funds to support breast cancer related initiatives including research, scholarships, medical grants, and the breast cancer patient registers. It also supports initiatives to help women with breast cancer around New Zealand. The Foundation was specifically established to educate all New Zealanders on the life-saving benefits of early detection and the importance of mammograms. Its symbol is the ‘pink ribbon’.

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