CASE STUDY
Hyundai Hope
On Wheels
strategic planning, branding, digital creative development, website production, digital solutions, event promotion
Hyundai Hope On Wheels is Hyundai’s largest CSR platform and is dedicated to ending childhood cancer. Hyundai dealers have supported research into pediatric cancer for 19 years, donating in excess of $150.0 Million to front-line cancer research facilities across the United States. Every time a Hyundai vehicle is purchased, Hyundai and its U.S. dealers make a donation to Hope on Wheels.
Hyundai believes in offering a message of hope for all those affected by the disease…families, patients, researchers.
The website has hope filled messages, pictures and videos and celebrates the children and the researchers battling this disease.
The Challenge
The intention of the Hyundai Hope on Wheels website, digital creative and promotional support is to communicate the depth and volume of the Hyundai Hope On Wheels 19-year commitment to pediatric cancer research.
How do you recognize the power of the $130M in funding support? How do you feature the tireless efforts of the research centers, physicians and researchers…and still give voice to the courage of the children and families?
Above all, how do you communicate multiple challenges and a world filled with hope at the same time?
The Strategy
Insight: There is no hope until many people walk the same path, and hope emerges. The strategy is in all efforts and communications offer tangible stories, facts and images of hope.
The message is “Have hope.” The support for this approach and messaging is strong. For 19 years, Hyundai Hope On Wheels has been one of the largest private funders of research into pediatric cancer. Hyundai focuses on funding institutions that actively seek new treatments and cures. Hyundai has awarded more than $130M in support of research since inception.
Celebrate hope by showcasing the successes of the children, the families and the research community all battling pediatric cancer.
The Results
The digital campaign, including website, successfully combines adorable children, physician and researcher recognition and a good bit of interactive technology to encourage the audience to leave pictures and words of hope for others to encounter.
To date, we have registered 200 runners, accepted 1,300 donations, given 3,000 people in the childhood cancer community the interactive hand-of-hope experience…and have increased monthly traffic at www.hyundaiHopeOnWheels.org by 30%.
The Work
