Ford Motor Company Fund
Ford Motor Company and Ford Motor Company Fund and Community Services have been Comunicad clients for more than 18 years providing quality services and creating tailored programs in the areas of safety, education, and the arts that truly impact both the general market and multicultural communities.
EDUCATION
Ford PAS Next Generation Learning Communities:
Comunicad develops earned media and communications strategies for Ford Motor Company Fund and Community Services on two of its key education programs: the Ford Partnership for Advanced Studies (Ford PAS) and the Ford PAS Next Generation Learning Communities.
Ford PAS, a high school curriculum and program, has been cited as an outstanding example of corporate philanthropy by the U.S. Chamber of Commerce and the National Governor’s Association. Ford PAS challenges high school students in over 300 sites and 26 states in areas such as business, global economics, engineering, science, while teaching essential skills needed in today’s workplace.
Ford PAS Next Generation Learning Communities support communities interested in increasing the number of students who receive academic and technical training at successful career academies and to ensure their long-term success.
To achieve impacting results, Comunicad works closely with Ford’s education partners to leverage media opportunities surrounding Ford education announcements. We also tailor media strategies to each local market while keeping national education media abreast of Ford’s education initiatives. Overall, our media outreach efforts have resulted in astounding media coverage by national and local print media outlets and remarkable broadcast media coverage that has brought Ford’s education issues to the forefront. Last year, Comunicad’s efforts helped Ford generate an estimated 9 million consumer impressions for these two programs.
CORPORATE SOCIAL RESPONSABILITY
See Me Safe:
Ford Motor Company Fund and Community Services furthered its commitment to automotive safety through the 2007 launch of “See Me Safe,” a child passenger safety (CPS) initiative developed with Meharry Medical College (MMC) to promote proper and consistent use of pediatric safety restraints by children traveling as passengers in motor vehicles. This program combined community outreach and education with health care provider education in three urban U.S. regions (Detroit, MI - Dallas, TX and Nashville, TN), assisting hundreds of parents and caregivers with child safety seats and booster seats.
Comunicad established the partnership between its client and Meharry Medical College. We also played a key role in the development and implementation of the program in each site, managing information and relationships to facilitate logistics and event planning. Simultaneously, Comunicad created an integrated public relations campaign with extensive outreach to media and key stakeholders to leverage media opportunities and raise awareness about Ford Motor Company Fund’s CPS efforts among safety advocates and community groups. The program received key media coverage from local Spanish language and English language outlets.
Given the program’s success, three additional U.S. sites are expected to be targeted in the Fall of 2008.
Corazón de mi vida:
In addition to its own efforts, Ford Motor Company Fund and Community Services has sponsored Corazón de mi vida, a bilingual and bicultural educational program on child passenger safety (CPS) aimed at Hispanic parents/caregivers and safety advocates since 2003. The program was developed by the National Latino Children’s Institute (NLCI) and the National Highway Traffic Safety Administration. Comunicad was instrumental of not only creating the partnership but also in managing the program on behalf of Ford Motor Company Fund. Comunicad supports Ford Motor Company Fund’s efforts in working with NLCI, the Alliance of Ford Motor Minority Dealers (AFMMD), local hospitals, safety advocates, Hispanic CBOs, and police/fire departments to inform Latino families, child care providers, and the Spanish-speaking community about the important role car seats and seat belts play in saving children’s lives.
Comunicad was also deeply involved with NLCI throughout the program’s development, providing ongoing consultation and coordination among stakeholders. From a media standpoint, Comunicad also reached out to national Hispanic and general market media, netting millions of consumer impressions and gaining national coverage in outlets such as Latina Style Magazine (2005) and Univision’s Despierta America (2003), among many others.