SupportBelt - Ford

A woman wearing a pink sweater and navy head covering sits in the driver's seat of a Ford vehicle, smiling confidently while wearing the Ford SupportBelt™ — a padded seatbelt cushion positioned across her chest and shoulder.
Three Ford SupportBelt™ padded seatbelt covers displayed on a sage green background, showing the black and grey faux leather construction, white contrast stitching, adjustable straps, and embossed Ford logo.

The Challenge

Post-mastectomy pain often prevents women from wearing seatbelts correctly, compromising their safety. Ford, committed to driver safety and supporting the fight against breast cancer, saw an unmet need. How could they improve seatbelt comfort for this vulnerable population without sacrificing protection? And how could we bring the necessary heart and science into the narrative, to get this product to those who need it?

Ford collaborated with patients, doctors, and engineers to develop a first-of-its-kind seatbelt accessory for the needs of post-mastectomy patients. 

The Experience

Ford collaborated with patients, doctors, and engineers to develop a first-of-its-kind seatbelt accessory for the needs of post-mastectomy patients. We were tasked by our VML agency partners with a unique design and production challenge: create a visual identity and video assets to launch the SupportBelt during Breast Cancer Awareness Month. We needed to reinforce the non-commercial nature of this initiative from Ford. It's given away, not sold. Our passionate team created a series of 23 videos in a matter of weeks. These videos, shared on the Ford website and social media channels, became the cornerstone of the campaign. Because at the heart of it all — real patient testimonials about their stories and the positive impact of the SupportBelt on their journey.

Three Ford SupportBelt™ padded seatbelt covers displayed on a sage green background, showing the black and grey faux leather construction, white contrast stitching, adjustable straps, and embossed Ford logo.

The Results

Within 36 hours, the initial 3,125 SupportBelts were claimed. The campaign generated 2.1M earned media impressions, successfully placing the SupportBelt into the hands of women who need it most, helping them travel more comfortably on their road to recovery.

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