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General Motors ConceptCure Vehicles Bring In More Than $1 million to Date In the Fight Against Breast Cancer

30 March 1998

General Motors ConceptCure Vehicles Bring In More Than $1 million to Date In the Fight Against Breast Cancer

    NEW YORK, March  27 --  The 1998  General Motors  ConceptCure
vehicles by Tommy Hilfiger, Michael Kors,  Cynthia Rowley and Nicholas  Graham
for Joe Boxer made their  New York debut during  the Fall/Winter 7th on  Sixth
fashion shows in Bryant Park.  After the first three months of the effort,  GM
ConceptCure has raised  more than one  million dollars for  the fight  against
breast cancer.
    GM ConceptCure was launched  in 1996 as a  partnership with 7th on  Sixth,
Inc. in  which fashion  designers collaborated  with automotive  designers  to
create one-of-a-kind vehicles to  be used in an  effort to heighten  awareness
and raise funds in the ongoing fight to find a cure for breast cancer.
    "What began as a new avenue to reach female vehicle purchasers by  getting
involved in causes that are important to them has snowballed into an  exciting
collaboration that is  taking cause-related marketing  to a  new level,"  said
Phil Guarascio,  General Motors  vice president  and general  manager of  GM's
North American Operations Marketing and Advertising Group.
    "ConceptCure is  like  lightning  in  a  bottle  ...  it's  proof  of  how
successful a team of organizations can be when they join together in a  battle
against breast cancer."
    This year the ConceptCure team includes  Rosie O'Donnell, who was part  of
the vehicle unveiling at the Detroit  International Auto Show on Jan. 6,  1998
and has been promoting the toll-free number for pledges on the Rosie O'Donnell
Show.
    The 1997/98  ConceptCure  initiative  includes: the  Cadillac  DeVille  by
Michael Kors; the Pontiac Grand Prix by Cynthia Rowley; the GMC Jimmy by Tommy
Hilfiger; and  the Chevrolet  Venture by  Nicholas Graham  for Joe  Boxer.   A
virtual tour of the vehicles can be seen on the internet at http://www.gm.com.
    The "ultimate" vehicles will be awarded to four consumers as a part of the
"Unlock the Cure, Unlock the Care" national sweepstakes.  Consumers who make a
donation to ConceptCure by calling  1-888-GM-CCURE (toll-free) are entered  in
the sweepstakes.   The  "Unlock the  Cure, Unlock  the Car"  sweepstakes  runs
through June 10, 1998.

SOURCE  General Motors