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Chevrolet’s Purple Roads Program Promises Pledges for World Cancer Day

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chevrolet's Purple Roads - World Cancer DayWorld Cancer Day is February 4th, and Chevrolet will be looking to lead the fight against the deadly disease with its Purple Roads initiative. Part of the program includes the Chevy brand pledging to donate $1—up to a total of $1 million—for every Facebook and Twitter user who changes their profile picture to one that is colored purple on World Cancer Day.

The potential $1 million donation from Chevy will go to benefit the American Cancer Society’s Road to Recovery program, which helps provide transportation to those in treatment for cancer and unable to get themselves to their appointments. In 2013 alone, Road to Recovery provided nearly 1 million rides to cancer patients.

“Lack of transportation can be a significant barrier to staying on track with cancer treatment,” said Lin Mac Master, chief revenue marketing and communications officer for the American Cancer Society, in Chevrolet’s press release. “Patients are often too sick to drive themselves, and the demands of work and family life make it difficult for caregivers to drive patients to all treatments. The need is even more acute in areas lacking reliable public transportation.

“Chevy’s generous contribution will help the American Cancer Society put cancer patients back on the road to recovery, helping us ensure those in need of a ride to potentially lifesaving treatment get one.”

Transportation and Cancer Care estimates that around 3.6 million Americans are unable to get the medical care they need in a timely manner, if at all, due to a lack of transportation options. The Purple Roads program page provides links for those interested in making donations and volunteering. Chevrolet has been a partner of the American Cancer Society for 11 years—including their decade-plus support of the Detroit Cattle Barron’s Ball and a $1.1 million donation made in October as a result of the Making Strides Against Breast Cancer campaign.

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