Fiat to sponsor cancer charity's 'Masquerave' ball

Last year Fiat teamed up with magician Dynamo for the launch of its Fiat 500X
Last year Fiat teamed up with magician Dynamo for the launch of its Fiat 500X

Car brand Fiat has been named sponsor of charity One For The Boys' masked rave, which is taking place at the Troxy on 30 April, to drive awareness of cancer among men.

The music event will see performances from dance acts such as Faithless, Groove Armada and Jamie XX, meanwhile up-and-coming DJs such as Patrick Topping and Seth Troxler will also feature.

Attendees are invited to arrive in masks and their interpretation of black tie. During the course of the night, guests will unmask as an act of 'facing' male cancer head on and together. 

Tickets are priced at £42.50, or £580 for a VIP package for up to four people. The latter will include a private booth complete with table service, and complimentary bottles of Belvedere vodka and Moët champagne.

The event forms part of Fiat's wider campaign with One For The Boys, known as #DrivingConversations. It includes a new TV ad from Fiat, which sees the charity's chairman, Samuel L. Jackson, educating two men about the importance of checking for signs of cancer.

Agency Initials is delivering the event. 

Sebastiano Fedrigo, country manager at Fiat UK, said: "Men are notoriously shy at opening up about their personal health, particularly when it comes to the really big issues like cancer. We at Fiat want to do as much as we can to help, by getting us all to talk more in one of the best places to do so - our cars.

"A little privacy and no eye contact makes it a lot easier for us guys to open up. We're keen to do our bit in 'driving conversations' and I'm really proud that we are supporting One For the Boys through the Masquerave music event."

Jackson added: "Music is one of the best ways of bringing together and connecting peope and helping to start conversations, conversations that may save lives. Having the support of some of the best dance DJs for a cause like this, as well as our new partners Fiat, will help us reach an even bigger audience and drive the conversation about male cancer."

Last year Fiat celebrated the launch of its 'remastered' 500 model with a performance from singer Ella Eyre on a giant vinyl player.

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