Cadillac announced over the weekend that it had decided to auction what it called a Justin Bieber prize package, to benefit the Cure Duchenne nonprofit. Starting April 25, and until May 1, those willing can place their bids at the following link and hope to win. The campaign will also be advertised on Clear Channel and Sirius/XM.
The prize package includes a trip for two at Bieber concerts at select locations or a copy of Bieber’s new album, “Never Say Never - The Remixes.”
The decision Cadillac made to raise some money using Bieber is just another step the manufacturer is making to help fund Duchenne research or, at least, help ease the suffering of those affected. The genetic muscle disease affects 20,000 boys and young men in the United States, and it's evolution is unforgiving: those affected are diagnosed by the age of 5, in a wheelchair by age 12, and may be completely paralyzed by their late teens. Most of them do not live to see adulthood.
“Cadillac has been impressed with Cure Duchenne’s relentless efforts to seek new and innovative ways to treat and ultimately cure this devastating muscle disease,” said Don Butler, vice president of Cadillac marketing. “After helping shine the spotlight on Duchenne during the football season, we began looking for other opportunities to help this worthy cause.”
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