Ford marks the beginning of October, Breast Cancer Awareness month, with the launch of its latest product innovation: a seat belt accessory designed to make driving more comfortable for mastectomy patients, who find regular belts too restrictive when “struggling with pain from open wounds, scars…chemo ports and other discomforts associated with surgery,” according to the company.
The SupportBelt, developed with input frompatients, doctors, engineers and designers, is a contoured belt that wraps around a regular seat belt, “relieving pressure and reducing discomfort on the chest,” per a release.
The product is “a testament to Ford's ongoing commitment to supporting individuals affected by breast cancer,” also exemplified by its Warriors in Pink program, according to the automaker.
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Free SupportBelts became available Oct. 1 through requests submitted at Ford.com/supportbelt, and are expected to ship by Nov. 15. By Oct. 2, the product had “sold out” its initial inventory, notes a Ford rep.
A series of videos at Ford’s online Content Center introduce the SupportBelts, spotlighting breast cancer survivors who explain their problems with regular seat belts. After her mastectomy, “driving in the car was very uncomfortable,” says a woman identified as Jenny. “I found myself holding the seat belt away from me, which I know is not safe.” On the other hand, the SupportBelt “feels like a nice hug on my body.”
“We don’t want patients compromising their safety while driving,” says Dr. Nayana Dekhne, breast surgeon at Michigan’s Corewell Health, in one of the videos.
Another breast cancer survivor, Lynn Simoncini, a creative director at VML (a Ford marketing partner), was instrumental in the invention of the Belt. After her double mastectomy in 2022, Simoncini faced her own seat belt struggles, and realized it was a common problem.
“It was like a lightbulb moment,” she told Marketing Daily in an email. “Fortunately, I work for a company that encourages out-of-the-box thinking and a partner like Ford who was all in for developing a solution.” Ford experience design director Emily Obert came on board to help with the product’s creation.
The SupportBelt launch will be promoted by paid, earned and owned communications, according to a company rep. Marketing activity in October will feature paid and organic social, with placements in Instagram, Facebook, TikTok and Twitter to drive interest and site traffic to Ford.com/supportbelt.
Upcoming mid-month will be a “yet-to-be announced TV branded integration spotlight,” the rep continues.
Ford will also collaborate with Corewell Hospital, producing information cards on the SupportBelt and a QR code to reserve one. For patients who have had recent mastectomies. the card will be included in Corewell’s “Hope Kit,” which provides them with helpful resources post-surgery.
Also, notes the rep, “a larger dealer engagement plan is under way.”
And starting in 2025, the company will revisit inventory supply and align with events such as World Cancer Day (Feb. 4) and Women’s Health Week (starting May 8).
"The SupportBelt is designed and validated for Ford and Lincoln vehicle specifications and is intended only for use in those vehicles; Ford is making the design available via license for other automakers to manufacture and test in their cars,” according to the website.