Ashley’s grandmother, a Breast Cancer survivor, attended the shoot and appears in the PSA with her. You can see Ashley tweeting #projectpink with her grandmother, interacting with young soccer players who are involved in the Project Pink program, and also pinning a message for her grandmother to the Project Pink bulletin board.
PUMA’s Project Pink is an initiative which raises money for Breast Cancer. Money is raised through the sale of Project Pink gear (Ashley is wearing a tshirt in the PSA from the collection), as well as from people tweeting #projectpink. Anyone is free to nominate a Breast Cancer charity (small or large) to receive the money, and people are encouraged to vote for the charity which will win the funds raised through the program.
Find out more here.