Your friends may look a little purple on Facebook and Twitter Tuesday thanks to an initiative started by Chevrolet.
The car company says it will donate up to $1 million -- $1 per profile -- to the American Cancer Society for every user who turns their profile purple on World Cancer Day, which falls on Feb. 4. Chevrolet's Purple Roads initiative will support Road to Recovery, an American Cancer Society program that provides rides to and from treatment for cancer patients who would otherwise have no way to get there.
Purple, according to the American Cancer Society, is the color of cancer survival.
“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. “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..."
Transportation needs hinder medical care for an estimated 3.6 million Americans each year, the American Cancer Society says. Through Road to Recovery, the agency has been able to provide nearly 1 million rides in the last year.
Click here for instructions on how to "purple your profile."