VIDEO: Ford launches #FinishStrong initiative encouraging Americans to continue COVID fight

Posted at 11:16 AM, Dec 31, 2020

DETROIT (WXYZ) — The Ford Motor Company is launching a public call to action initiative on Jan. 1 called #FinishStrong. It's all in an effort to encourage the community to keep doing what it takes to protect one another as we wait for COVID-19 vaccines to become more widely distributed and administered.

The company said in a press release that they worked with award-winning filmmaker Peter Berg and award-winning actor Bryan Cranston to create a 30-second commercial in hopes of inspiring Americans to continue COVID safety protocols such as mask wearing, social distancing and hand washing.

The video shows brief portraits of front-line workers and people who have been affected by COVID.

“We’re in this together and Ford’s goal since the pandemic started has been to try to help save lives,” said Kumar Galhotra, president, Americas & International Markets Group, in a press release. “While many are weary from the challenges 2020 has thrown at us, now is the time for us to pull together, protect each other and finish strong until COVID-19 vaccines arrive more broadly. Lives are on the line.”

Ford was one of the first manufacturers to pivot to begin making personal protective equipment in response to the COVID pandemic.

The company has manufactured 55 million masks and plans to hit 100 million masks for donations by the middle of 2021, according to Ford.

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See complete coverage on our Coronavirus Continuing Coverage page.

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