Bridgestone's #Pink Valve Caps Project
The Pink Valve Caps Project started in October 2013 with Bridgestone South Africa and The Pink Drive. The Pink Valve Caps are sold nationwide through retail partners – Supa Quick which has more than 260 franchises. The Pink Valve Caps set are sold at R50 each. The initiative was created for Breast Cancer awareness and raise funds for a Breast cancer organisation selected by Bridgestone SA.
Over the past two years, a total of R1 million per year and contributed to The Pink Drive. The first year Bridgestone SA with Supa Quick were able to donate towards The Pink Drive’s first Mobile Mammography unit.
About Bridgestone Corporation:
Bridgestone Corporation, headquartered in Tokyo, is the world’s largest tire and rubber company. In addition to tires for use in a wide variety of applications, it also manufactures a broad range of diversified products, which include industrial rubber and chemical products and sporting goods. Its products are sold in over 150 nations and territories around the world.
Pink Drive is an initiative started and run by an individual in the private sector who relies 100% on sponsorship from business. The project is geared to bridge the gap between private and public healthcare and address the needs of less fortunate, and medically uninsured by introducing Mobile Health Units which take health care to the community.
This has been achieved through collaborative relationships with like minded corporate partners, Bridgestone SA currently support the initiative through fund raising efforts and the sponsorship of tyres for the mobile units and support vehicles since 2013.
Statistics provided by the Pink Drive Foundation reflect that as of the end of Oct 2015 over 179,000 woman have been educated on breast health care, over 122,000 clinical breast examinations have taken place, and over 8,600 mammograms have been completed.
2013 / 2014
In October 2013, Bridgestone (SA) and The Pink Drive journey began with Bridgestone selling Pink Valve caps through its retail partners to raise R1 million to donate to Pink Drive for its first Mobile Mammography unit
Using Print, Social Media, Point of sale, Activations and Radio we reached out to current and potential customers to make a difference by visiting one of our retailers in support of Pink Drive
By early 2014 Bridgestone had met the target of R1 million and had a ceremony with the Pink Drive and the press to commemorate the special occasion
The objective of the campaign was 3 fold,
- Educate the Community, Dealers, and Corporate that early detection saves lives
- Drive end users to retail partners
- Ensure that our efforts uplift the communities we work in
In collaboration with local celebrities, we further spread the message and encouraged communities to go to Bridgestone’s retail dealerships, helping us meet our target of R1 million
2014 / 2015
Due to the success of the first years’ campaign BSAF decided to continue the momentum into 2014/2015 through additional media exposure and further buy-in from retail, helped further voice the message that early detection saves lives
To further help and support the 2014 campaign the following media was used: Print, Radio, Digital, Social, Swimsuit YouTube videos and a TV ad was developed, using everyday people and celebrities who are affected by Breast Cancer
In early 2015 after meeting the target of 2nd R1 million. A ceremony was held with the Pink Drive to commemorate the special occasion, various VIP’s, Government officials, Bridgestone management and members of the press were in attendance.
This has changed the campaign from being a social campaign to a campaign with purpose, With more mobile mammography units available and greater government involvement.
There was a large amount of support from dealers around the country. Many of whom had the Pink Drive’s new mobile mammography unit and invited the community to get checked out
In collaboration with local swim suit celebrities, we further entrenched the message and drive to retail dealerships which helped us meet the target of R1 million once again!
The Pink Valve Caps Project has changed its look with the new logo. Bridgestone will continue to do the campaigning and sell through Supa Quick. The announcement will be sent out the beginning of October 2016 of the beneficiary - kindly advise via mail if you will require the Press Release.
Target R1 million in total