Over $300,000 raised in four years for breast cancer research and awareness
As part of an annual, highly successful fundraising campaign, Bridgestone New Zealand Limited once again made its pink tyre valve caps available to consumers and businesses via 168 stores nationwide. Each cap sold for $2, with 100% of all proceeds donated to the New Zealand Breast Cancer Foundation.
For four years, Bridgestone has sold the unmistakable pink tyre valve caps, raising more than NZ$300,000 for the New Zealand Breast Cancer Foundation for awareness and research and programmes to support New Zealand women and families affected by breast cancer. Bolstered this time by social media, Bridgestone’s Facebook fan page received 3,520 ‘Likes’, and was inundated with messages of support, heartfelt stories and personal achievements.
“The Campaign has been an outstanding success,” says Evangelia Henderson, Chief Executive of the New Zealand Breast Cancer Foundation. “The reason for this, from the day of initiation four years ago, it has been really innovative and unusual. There isn’t typically a connection made between pretty pink ribbons and wheels and tyres. The idea of a pink valve cap for tyres has been an easy and fun way for communities and all people who drive a vehicle to support the breast cancer cause.”
“Bridgestone has shown an enduring commitment to the fight against breast cancer, choosing not to waiver from the campaign even in the midst of the amazing Rugby World Cup that took New Zealand’s interest by storm,” she adds.
The high profile campaign is no longer about everyday Kiwi women alone. It has 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. What started as a very female-centric idea in 2008 now attracts people from both genders, all ages and backgrounds.
“Breast cancer doesn’t just affect the women diagnosed. Everybody has a mum/ sister/ wife/ daughter/ friend. This disease – the most common cancer among women – affects the whole community,” says Ms Henderson. “What Bridgestone has once again so effectively done is enabled the whole community to take part. Men can relate to this campaign. They find it easy to participate.”
“This is a cause close to people’s hearts. Nearly everyone in New Zealand knows someone affected personally by breast cancer. This campaign allows anyone to not only support the cause in a very real, monetary way, but to show that love and support in a fun and playful way as well, echoes Bridgestone New Zealand Limited Director, Ken Oyama.
The pink tyre valve caps were sold throughout October and promoted via Bridgestone’s retail websites, POS in-store and through a TV campaign. Success this time around comes to the tune of $92,700.89, which was presented to the New Zealand Breast Cancer Foundation on Thursday the 12th of January by Mr Oyama.
One of New Zealand’s leading campaigns in the fight against breast cancer, the Pink Cap Campaign is unique in that ALL funds raised go directly to the cause. Costs associated with the fundraiser (i.e. advertising, manufacturing the pink tyre caps, transport, etc.) are underwritten by Bridgestone.
Pictured first above. From Bridgestone New Zealand Limited: (far left) Heath Barclay, General Manager Consumer Business and Marketing; and (far right) Ken Oyama, Director. From New Zealand Breast Cancer Foundation: (second from left) Evangelia Henderson, Chief Executive; and (second from right) Ségolène de Fontenay, Corporate Fundraising Manager.
Pictured second above. The pink tyre valve caps that were at the heart of the campaign.