Hyundai Hope On Wheels: Working To Free Children From Cancer

Every thirty-six minutes in the US, a child learns she/he has cancer.  That equates to 15,000 cases a year, or more than enough to fill a class-room of children every day. Pediatric cancer is the leading cause of death by disease for children in the US.  But the good news is, due to advances in research, 80% of pediatric cancers can be cured. However, Hyundai Motor America feels that’s just not good enough.  Hyundai’s Hope on Wheels^® program has donated more than $57 million to pediatric cancer research, since 1998. With every new vehicle sold, Hyundai owners join Hyundai and its dealers in donating life-saving research dollars. This year alone, Hyundai dealers and Hyundai Motor America have committed to raise at least $12.0 million additional dollars for Hope on Wheels.  In addition, Hyundai will conduct a nationwide initiative to raise further awareness and to raise more funds for childhood cancer, during the month of September.

Hyundai Hope on Wheels is the united effort of Hyundai Motor America and its 817 dealers across the US to raise awareness about childhood cancer, donate funds to local hospitals engaged in childhood cancer research, and honor the children battling this disease.  The program began in 1998, as a local initiative supported by New England-area Hyundai dealers.  In its 14-year history, Hyundai Hope On Wheels has grown into an independent 501(c)(3) nonprofit organization.   Research and patient care initiatives have been funded literally across the US for children and their families impacted by the disease.

Hope on Wheels research grants are called The Hyundai Scholar award.  For 2012, forty-one Hyundai Scholar awards are being given.  Each Scholars award is given to a young investigator, who demonstrates excellent scholarship and creative research in the field of pediatric oncology.  The award is funded for one year in the amount of $75,000. 

For the third straight year, Hyundai and its dealers are expanding their historic commitment to battling childhood cancer with a campaign during the month of September, which is National Childhood Cancer Awareness month.  Children’s Oncology Group of America (COG) organizations have been invited to compete for one of 40 Hope Grants to be awarded.  This year, the Hope Grant is increased from a $100,000 to a $250,000 research award.  The grant winners are selected by a panel of leading pediatric oncologists and are used to fund innovative research projects.

With the help of Hyundai's agency partners and a group of pediatric oncology medical advisors, one of the goals is to educate the public on the importance of this cause.  Hyundai does so using a community approach with traditional and social media.  Some communications activities for this year include: a Facebook page, a dedicated website, dealership showroom collateral, an online social media campaign (Like4Hope), a YouTube Channel, and a national 5K race series.   These activities raise additional funds and provide an opportunity for followers to engage with the cause.