Ford Motor Company has always recognized the significant contributions women have made in moving this country forward, which is why this spring, Ford is teaming up with AOL Latino and Essence Magazine on two separate initiatives aimed at empowering and fostering growth within today’s multicultural woman. Both programs tap into areas proven to be of importance to multicultural women and include the opportunity for consumers to enter for a chance to meet with some of today’s leading empowerment coaches.  “Ford continues to be a company committed to the principles of empowerment and progress,” said Crystal Worthem, multicultural marketing, Ford Motor Company. “We are excited about launching both initiatives as they provide an opportunity for us to touch the lives of both African American and Hispanic women in a way that is not only exciting but beneficial considering the economic climate that we all live in today. With both programs we are hoping to play a role in igniting the drive for women to make real change for themselves and their surrounding communities while driving progress toward the lives they deserve.”

AOL Latino is partnering with Ford to launch a new online women’s destination, Tu Voz. Tu Voz, which means “your voice,” will be a unique Spanish language resource that will act as a tool of empowerment for Hispanic women encouraging them to make real change for themselves and their families while living the life they deserve. Part of AOL Latino’s women’s lifestyle network Tu Vida y MásTu Voz will be promoted through various social networking sites, such as Bebo, Facebook and Twitter, where AOL Latino has made a presence with its other properties and programming.  In addition to the original online content, AOL Latino and Ford will sponsor three contests where consumers will be asked to write essays explaining why they qualify to win an empowerment getaway and personal consultation with our coaches. These contests and trips will be spread throughout the year. 


At its core, Women Driving Progress is about empowering women to make a difference in their lives by providing them with the tools to realize their goals while simultaneously celebrating the diversity and accomplishments of African American women by sharing their inspiring transformation with Essence readers. The program is centered on the areas of Women’s Health, Career and Finances and features an opportunity for Essence readers both in-book and online to read tips on all three subjects. Part of the initiative includes a contest inviting women to submit a 200-word essay telling Essence and Ford why they would be the perfect candidate to meet with an empowerment coach at the 2009 Essence Music Festival. Three finalists will win a trip to New Orleans to meet with their coach and one winner will also win the grand prize—the progressive 2010 Fusion Hybrid that gets 700 miles on one tank of gas. As part of being the Automotive Exclusive sponsor of the 2009 Essence Music Festival, Ford will sponsor Empowerment Seminars over the course of the weekend, including Friday’s seminar which is focused on “Living an Authentic Life.”