Case Study: Ford
Ford kindly supported The Prostate Cancer Charity’s participation in the Lord Mayor’s Show in London on 11th November 2006. 30 volunteers walked alongside a 40ft lorry loaned by Ford which carried the Croydon Steel Orchestra.
Chris Barlow and Les Coker (pictured) from Ford volunteered their time by driving the float on the day. This event was a unique opportunity to reach a cross section of the UK's community and raise awareness of prostate cancer - particularly among those who have a higher risk of being diagnosed.
Over the past year, Ford has undertaken a number of initiatives to raise the awareness of Prostate Cancer across the Dagenham Estate in Essex.
Debbie Bowles from Dagenham’s Vehicle Holding Centre has, by her own admission, "pestered and annoyed" everyone in her own Transport Operations division making it clear that regular health checks are the only way to prevent unnecessary deaths:
"It makes me angry that something which can be treated easily if spotted early enough is costing so many lives every year. These are not numbers; they are fathers, husbands, brothers and sons. And their lives could be saved if only we would get over thinking that it’s too personal to talk about it. How stupid is it that men are literally dying from embarrassment?"
Debbie has been a fantastic ambassador for The Prostate Cancer Charity, enlisting support and drumming up ideas for fundraisers. Backed by her boss Transport Operations strategy planning manager Amar Patel, union convenor Terry Burns, senior HR managers and hundreds of the workforce wearing pale blue wristbands, Debbie is making sure everyone gets the message.
Amar Patel said: "We are like one big family, and promoting the health risks of prostate cancer is part of our caring role in that family."
Pat Kieran from Ford, who lost his own father to the cancer, said: "It’s not easy getting this message across by standing in front of 300 fellas, but that is exactly what Debbie has done."
Convenor Terry Burns, who was the first to buy one of the wristbands, added: "Debbie is the real driving force behind this important campaign."
As part of Ford’s Diversity Week in November, The Prostate Cancer Charity ran an awareness session and set up displays in canteens around the Dagenham plant. We incorporated the Peeball Championships, which proved to be successful in raising men’s awareness about their prostate in a humourous way.
A five-a-side football tournament at the GOALS Soccer centre in Dagenham was also organised to tie in with Ford’s Diversity Week. Thirteen teams signed up to take part, and we received some excellent feedback from the players and spectators. The winning team was presented with a mini replica World Cup trophy by the local MP Mr Jon Cruddas (right). A sweepstake on the total number of goals scored in the entire competition, and other fundraising activities which took place on the day raised a total of £320.
December saw the trailer curtain launch for one of Ford’s new lorries. The curtains feature our charity’s new branding, the 'Real Men Know All About It' slogan, our helpline number, website address and press advert on the back. Ford kindly donated the trailer curtains as part of our awareness campaign and will be seen up and down the country as the lorry makes its deliveries.