How a VML creative directors personal mastectomy experience inspired Fords SupportBelt [Video]

While preparing for a double mastectomy surgery to treat breast cancer, Lynn Simoncini discovered seat belts would be painful for her surgery incision and chemotherapy port, which are nestled under her collarbone. 

Simoncini is a creative director at VML, Ford Motor Company’s creative agency partner. So she pitched an idea to her client for what eventually became Ford’s SupportBelt seatbelt cover, the first commercial seatbelt product designed for mastectomy patients. VML and Ford released the open-patented, free of charge innovation on October 1 for Breast Cancer Awareness Month. 

The product, marketed with a video campaign interviewing breast cancer patients and healthcare professionals, sold out within 48 hours of launching, said VML’s executive creative director Susan Mersch.

PRWeek sat down with Simoncini and Mersch to discuss the creative process and marketing campaign behind Ford’s SupportBelt. 

How did you come up with the idea for the SupportBelt?

Simoncini: In May 2022, I was …