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More Than 1 Million Join Chevrolet to Celebrate Cancer Survivors


Social media users take to purple profiles to support American Cancer Society following Super Bowl ad Chevrolet to contribute $1 million to American Cancer Society

DETROIT--Feb. 5, 2014: More than 1 million people have purpled their profiles in support of World Cancer Day, making Chevrolet’s $1 million contribution to the American Cancer Society a reality. The contribution will help ensure cancer patients and their families have access to needed services like transportation to and from cancer treatment or a free place to stay while receiving treatment away from home.

The Purple Roads initiative began January 27 and received a boost from an emotional 60-second spot, aired during the first quarter of Super Bowl XLVIII on Sunday.

The spot, called “Life,” encouraged viewers to change their Facebook and Twitter profiles to purple, the color of cancer survival, in time for World Cancer Day on Tuesday.

“One of the quietest spots in the Super Bowl will have the biggest and most lasting impact by helping those facing a cancer diagnosis get on the road to recovery,” said Tim Mahoney, Chevrolet’s global chief marketing officer. “Thank you to everyone who joined us in recognizing World Cancer Day.”

Said Lin Mac Master, chief revenue marketing and communications officer for the American Cancer Society: “The American Cancer Society is profoundly grateful for the generosity of Chevy’s Purple Roads initiative and for the more than 1 million people who have purpled their profiles in support of people in need of help during their cancer journey.

“Having cancer is hard. Finding help shouldn’t be. Thanks in part to Chevy’s $1 million gift, the American Cancer Society will continue to care for people fighting cancer by connecting them with the information, day-to-day help and the emotional support they need to help them focus on getting well."

Chevrolet, with Leo Burnett Detroit, the Chevrolet Silverado agency of record, created the ad.

The Purple Roads initiative joins Chevrolet’s ongoing support of the American Cancer Society, which includes a recent $1.1 million contribution on behalf of participating Chevrolet dealers to Making Strides Against Breast Cancer, and 11 years of in-kind and monetary support for the Detroit Cattle Baron’s Ball.