VML and Ford launched the patent-free, open innovation Support Belt on October 1, in conjunction with Breast Cancer Awareness Month
One in eight women will develop breast cancer during their lifetime, and over 100,000 undergo mastectomies each year. Recognizing the specific challenges faced by mastectomy patients, Ford, in collaboration with its creative agency partner VML, aimed to make a meaningful difference. Many women who have undergone mastectomy surgery find it difficult to wear seat belts correctly, a critical safety issue that Ford sought to address through innovation and empathy.
Mastectomy surgery leaves patients facing numerous physical and emotional challenges. One such hurdle is the discomfort and difficulty of wearing standard seat belts, which can compromise driving safety. This issue, often neglected in traditional automotive design, demanded a specialized solution that prioritizes both the safety and comfort of women who have undergone mastectomy.
To address these challenges and create a more inclusive and safer world, Ford and VML launched the “Support Belt” initiative. This accessory for vehicle seat belts aims to mitigate the difficulties faced by mastectomy patients by fostering a community of support and empowerment.
Lynn Simoncini, creative director at VML, conceived the “Support Belt” while preparing for double mastectomy surgery, and proposed the idea to her client. As she anticipated the pain that traditional seat belts would cause to her surgical incision and chemotherapy port, both located below her collarbone, she realized the need for a more comfortable and supportive solution.
Ford will become the first automaker to introduce a custom-designed seat belt accessory specifically for breast cancer survivors who have undergone mastectomies. Developed in collaboration with patients, physicians, engineers, and designers, the Support Belt is ergonomically designed to be safe, comfortable, and durable, using sustainable, non-carcinogenic Ford materials. The Support Belt ensures post-operative safety and comfort, addressing key pain points like wound tenderness, swelling, and discomfort associated with traditional seat belts.
VML and Ford launched the patent-free, open innovation Support Belt on October 1, in conjunction with Breast Cancer Awareness Month.
The Support Belt will be distributed through a partnership between Ford’s 3,200 dealerships across the U.S. and hospital networks nationwide.
VML y Ford lanzan Support Belt para conductoras sometidas a mastectomía por cáncer
