Since being involved in fundraising for breast cancer, General Motors has seen a positive shift in consumer opinion of its brands. 30% of consumers are now more likely to consider purchasing a GM vehicle since General Motors became involved in the “Concept Cure” campaign. GM is working with the Council of Fashion Designers of America on their latest Concept Cure program. Five well-known designers each customized a car which will be auctioned off. The proceeds will benefit Georgetown University’s Nina Hyde Center for Breast Cancer Research. It has been criticized that the GM ad displayed here looks like GM is selling sex to sell Breast Cancer awareness. The ad resembles the cover of a fashion magazine. The glamorous, doll-like woman doesn’t look real. 