Ford will use its Super Bowl LV advertising to ask Americans to come together in the fight against COVID-19, while initializing its next distribution of 25 million free medical-grade masks over the next five weeks in areas hardest hit by the virus. The ad is expected to reach 325 million people.
“The data shows that we can save a lot of lives in the coming months by coming together as Americans and protecting each other. Our mission is to inspire people to stay safe. There is no bigger platform to do so than Super Bowl LV,” said Kumar Galhotra, president, Americas & International Markets Group.
The #FinishStrong ad will run as a 30-second spot and a 60-second spot during the game. In addition, Ford will continue the messaging campaign in hot spot regions through February, while planning its mask distribution days at nonprofits and local Ford dealerships in communities across the U.S.
Ford and its philanthropic arm, Ford Motor Company Fund, had made a commitment of producing and donating 100 million U.S.-made medical-grade face masks to communities across the country. With the latest donation announcement, the company and Ford Fund should have donated more than 120 million masks by mid-2021. Since August 2020, more than 66 million masks have been distributed to nonprofit organizations, state and local officials, first responders, schools, community groups and Ford dealerships in all 50 states.
Ford has also designed two new innovative anti-virus protective countermeasures — a patent-pending clear respirator that could benefit those with hearing impairments, and instructions for an open-source fan and HVAC filter design that can help reduce virus particle concentrations in spaces such as classrooms.
Ford received patent-pending approval for its new clear respirator that it expects to be certified to N95 standards of virus elimination. The transparent, low-cost, reusable respirators enable a full range of human expressions, allowing for better communication including for those with hearing impairments who might need to read lips. The respirators continue to undergo effectiveness testing, but the masks are expected to be available in the spring.
Ford also has developed an air filtration kit that people can make at home or in school. The filtration kits are comprised of an easy-to-assemble, die-cut cardboard base, a 20-inch box fan and a 20x20x4 air filter with a standard minimum efficiency reporting value of 13. The air filter is placed inside the base with the fan placed on top. With the fan operating on high, clean air is discharged downward as the fan pulls unfiltered air from above.
Because COVID-19 can spread through droplets when infected persons exhale, cough, sneeze or talk, Ford conducted smoke particulate testing of the air filter at an independent lab using the industry standard AHAM AC-1 test. These tests show that the unit provides a clean air discharge rate of 213 cubic feet per minute.
Ford plans to donate up to 20,000 air filtration kits to underserved communities in partnership with the Ford Motor Company Fund. More details will be available by March. It is also making the base design available free by downloading this instruction template.
Within our readership area, Ford has the Kentucky Truck Plant in Louisville and the nearby Louisville Assembly plant. Between the two plants, Ford makes the Super Duty pickup, Expedition and Expedition EL/Max and Ford Escape SUVs, the Lincoln Navigator and Navigator L SUVs and the Lincoln Corsair.