Standout campaign reaches across the country as Bridgestone’s Pink Cap Drive raises a massive half a million dollars for
the New Zealand Breast Cancer Foundation
Bridgestone Pink Cap Drive engages people through a quirky home grown product – pink tyre valve caps
“Who would have thought such a simple, quirky idea, could turn into half a million dollars?” Those are the words of
Evangelia Henderson, chief executive of the New Zealand Breast Cancer Foundation, on Bridgestone‘s Pink Cap Drive.
The 2014 campaign raised $72,827 for the New Zealand Breast Cancer Foundation (NZBCF) to fund research and public
awareness. This marks, now over half a million dollars raised for the NZBCF since the Pink Cap Drive campaign started in
2008 (running annually over a two month period in October and November).
The message from the Bridgestone Pink Cap Drive – give ‘em a squeeze – highlighted that checking your breasts is as easy
as checking the pressure of your tyres and was a hit across social media at the end of 2014. The home grown campaign
involves selling pink caps to put on all sorts of vehicles, from motorbikes to logging trucks.
“The Pink Cap Drive is unlike anything of our other fundraisers, with both men and women getting on board,” says
Henderson. “We’re so grateful to Bridgestone for their year-on-year commitment to the campaign. There are a plethora of
fundraising efforts going on in the community, but this has been a unique campaign with longevity and a quirky product
that people can use.”
The NZBCF says that the over half a million dollars raised so far has supported breast cancer awareness and education
campaigns, as well as research into better treatments.
“The Foundation is dedicated to reducing the number of New Zealanders who die from breast cancer,” says Henderson. “With
the support of Bridgestone and Kiwis throughout the country we can continue to invest in life-saving research, education
John Staples, the Bridgestone Group General Manager New Zealand, says the Pink Cap Drive campaign continues to be
successful as many of us know someone affected by the disease or touched by its effects. “The most recent campaign
succeeded because kiwis are passionate about the cause and got firmly behind the fundraising efforts.
“We’ve found that each year the message of awareness has spread to a wider audience thanks to mediums like social media.
The Pink Cap Drive is a unique campaign that signals the strong relationship between Bridgestone and the New Zealand
Breast Cancer Foundation. I’m continually impressed by the generosity of everyday New Zealanders in supporting this
cause – we’re just very pleased that we can facilitate the fundraising effort.”