Chevrolet Goes Purple
Brand’s Purple Roads initiative helps patients get to treatment Social media users asked to purple their profiles to support Road to Recovery
DETROIT--Jan. 28, 2014: Chevrolet today announced it would donate $1 – up to a total of $1 million – for each Facebook and Twitter user who changes his or her profile to purple, the color of cancer survival, in time for World Cancer Day on Feb. 4.
The Purple Roads initiative will help the American Cancer Society raise money and awareness for its Road to Recovery program, which provides transportation to and from treatment for people who have cancer and do not have a ride. Volunteer drivers donate their time and the use of their cars so patients can receive the life-saving treatments they need. Road to Recovery offered nearly 1 million rides last year alone.
“The Purple Roads initiative will drive awareness and support for the Road to Recovery program, which means more survivors,” said Paul Edwards, U.S. vice president, Chevrolet Marketing. “We hope at least 1 million people will help celebrate survivors and the people who support them by joining Chevrolet in the Purple Your Profile movement for World Cancer Day.”
“Lack of transportation can be a significant barrier to staying on track with cancer treatment,” said Lin Mac Master, chief revenue marketing and communications officer for the American Cancer Society. “Patients are often too sick to drive themselves, and the demands of work and family life make it difficult for caregivers to drive patients to all treatments. The need is even more acute in areas lacking reliable public transportation.
“Chevy’s generous contribution will help the American Cancer Society put cancer patients back on the road to recovery, helping us ensure those in need of a ride to potentially lifesaving treatment get one.”
According to Transportation and Cancer Care, an estimated 3.6 million Americans each year delay or have difficulty obtaining needed medical care because they lack affordable transportation.
The Purple Roads program joins Chevrolet’s ongoing support of the American Cancer Society, which includes the recent $1.1 million donation on behalf of collaborating Chevrolet dealers to Making Strides Against Breast Cancer and 11 years of in-kind and monetary support for the Detroit Cattle Baron’s Ball.
For more information on the Purple Roads initiative and instructions on how to Purple Your Profile, visit chevy.com/purpleroads.