JAX Tyres & Auto has concluded another successful October campaign in partnership with the National Breast Cancer Foundation, raising $26,629 through its annual “Put a Cap on Breast Cancer” initiative and the much-anticipated Pink Helmet Auction. The brand’s collective efforts have now reached a total contribution of $96,647 since the campaign’s inception, reinforcing the company’s ongoing commitment to philanthropy and social impact across its franchise network.
Throughout October, JAX stores nationwide transformed into hubs of awareness and community engagement. Customers were invited to swap standard tyre valve caps for pink ones as a show of support for breast cancer research, while staff members proudly wore pink shirts each Friday to further raise awareness. The campaign blended grassroots participation with corporate coordination, showing how a franchise system can unite its operators, employees, and customers behind a shared cause.
The centerpiece of the campaign was the annual Pink Helmet Auction, featuring Supercars driver David Reynolds’ custom-designed helmet created by artist Trent Rogers of 6Star Custom Paint. The helmet, auctioned through Lloyds Auctions, fetched $13,001, all of which was donated directly to the National Breast Cancer Foundation. “Every October, our stores, teams, and customers come together for a cause that truly matters,” said April Harwood, Chief Franchising Operations Officer at JAX Tyres & Auto. “Their dedication and generosity helped us surpass our goals once again.”
Reynolds described the campaign as a personal highlight of his racing season. “The pink helmet has become a tradition that connects my fans and the broader community in such a powerful way,” he said. NBCF’s General Manager of Philanthropy and Partnerships, Penny Waitsman, also expressed gratitude for the ongoing support. “JAX Tyres & Auto and David Reynolds continue to play a vital role in funding life-saving research and driving awareness,” she noted. The collaboration stands as a model of how franchise networks can leverage brand reach and community loyalty to make a meaningful difference.
