Hyundai Motor America and Hyundai dealers nationwide have been doing their part in the fight against pediatric cancer for years now by donating a portion of every new vehicle sold in the US to pediatric cancer research.
To date, they've donated more than $8 million. Three years ago, they teamed with The Richards Group to create the Hyundai Hope On Wheels Tour, taking an extra step to celebrate the lives of kids and families battling cancer.
Stacie Barnett, director at The Richards Group and Hyundai account lead, says the focus was communicating and bringing Hyundai's support of the cause to hospitals and children nationwide "under a singular national identity." The team created a "highly visible and participatory grassroots tour of a Hyundai SUV covered in the handprints of children who are battling - and beating - pediatric cancer," she says.
This year, the tour made 31 stops and collected hundreds of handprints on the SUV. "Before each event, we conducted aggressive local print and broadcast media outreach with our handprint-adorned press kits and followed up by distributing photos to community newspapers, localized to feature children who reside in the area," Barnett says. Partner hospitals helped identify a "spokes-kid," Francesca Arnaudo, who shared her story at the events and also met with national media outlets. And a scholarship was created and awarded to 10 high school seniors ($2,500 each) who had been affected by cancer.
Barnett says Hyundai's donations have enabled a large number of children to be enrolled in clinical trials, while helping hospitals add new clinical researchers. This past year, the effort reached an estimated 25 million people, with broadcast, print, and online hits.
Hyundai plans to continue the effort in 2007, hoping to increase the number of kids and hospitals it visits.
PR team: Hyundai Motor America (Fountain Valley, CA), US Hyundai dealers, and The Richards Group (Dallas, TX)
Campaign: Hyundai Hope On Wheels, Helping Kids Fight Cancer
Budget: $500,000 annually (including hard costs)