HYUNDAI HOPE ON WHEELS: SPREADING HOPE AND HELPING KIDS FIGHT CANCER
Hyundai Hope On Wheels® (HHOW) is a non-profit organization that is committed to finding a cure for childhood cancer. Launched in 1998, HHOW provides grants to eligible institutions nationwide that are pursuing critical research to improve treatments and save lives. HHOW is one of the country's largest non-profit funders of pediatric cancer research. Since its inception, HHOW has pledged $200 million in support of childhood cancer research.
During National Childhood Cancer Awareness Month in September, Hyundai Hope On Wheels planned to launch its annual campaign to raise awareness of childhood cancer and its efforts to fund research with a focus on finding cures. They were looking to refresh their creative approach to their annual campaign with a simpler yet engaging and informative design. As part of that campaign, collateral materials would be distributed nationwide to more than 820 U.S. Hyundai dealers to display in their showrooms.
POWERED BY HOPE
Moving away from the use of the handprints in the logo and using only light branding, Fenton placed the HHOW National Youth Ambassador, a childhood cancer survivor, at the centerpiece of the creative. Fenton developed the creative brief for the photography, and direction tapped into the child’s hopeful, innocent spirit and sweet, subtle smile to convey the hope the organization aims to spread. The gold balloons give a subtle, yet powerful nod to the official color of National Childhood Cancer Awareness Month, and serve as a celebration of hope in the fight to end childhood cancer. The Powered by Hope creative assets will be used in Hyundai dealer showrooms nationwide to help spread awareness.
