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For nearly three decades, Hyundai has used a colorful handprint as the calling card for its initiative to support pediatric cancer patients and their families. This year, the automaker is giving its long-running Hope on Wheels campaign a fierce makeover.
Hyundai Hope on Wheels, the brand’s 28-year-old program supporting childhood cancer research and patients, is launching a new campaign this September for Pediatric Cancer Awareness Month. But unlike a typical automotive campaign, there isn’t a Hyundai vehicle in the hero spot.
Instead, the ad opens with a small child dressed as a gladiator, representing the warrior spirit of kids facing cancer and the network of support that surrounds them. Called “Little Warrior,” the spot is meant to celebrate the strength and resilience of these young patients, while reinforcing Hyundai Hope on Wheels’ mission to help end childhood cancer.
The campaign grew out of conversations with Hyundai Hope on Wheels’ child ambassadors, Hyundai CEO Sean Gilpin told Adweek. These ambassadors, who are survivors of childhood cancer turned advocates, expressed that they wanted to give other patients the same sense of confidence and determination they had found during treatment.
“They said, there were days where we’re scared, or there were days that we weren’t feeling great, but we never gave up this fighting spirit,” Gilpin told Adweek, speaking on behalf of the child ambassadors.
That insight led the team to the idea of warriors using paint and symbols before heading into battle, Gilpin said. The familiar Hope on Wheels handprint became a visual shorthand for that idea, although this campaign represents a shift in the campaign scope and purpose.
As a part of the Hope on Wheels revamp, Hyundai has also created a series of “warrior gowns” that pediatric cancer patients can wear during treatment. The design of the gowns, which are depicted in the ad spot, were inspired by a mom who created princess pajamas to replace her daughter’s itchy hospital gown, earning her the nickname “princess warrior,” Gilpin told Adweek.
Hyundai has donated 2,000 gowns to children’s hospitals in Southern California and plans to distribute additional gowns nationwide, Gilpin said, with its dealers matching the donations. The company is also distributing handprint decals to Hyundai owners and new-vehicle buyers, giving them a physical way to signal their support and raise awareness of the campaign.
The campaign is also stretching beyond conventional paid media, with partners including NBC and Amazon expanding Hyundai’s reach. NBC will air the Hope on Wheels ad during Sunday night football broadcasts, while Amazon is supporting the effort through a “Stream It Forward” program that Hyundai says will generate approximately $500,000 in additional contributions based on views during the campaign period.
“We don’t necessarily have to make this about Hope on Wheels,” Gilpin said of conversations with media partners. “We just want this about pediatric cancer.”
Even the Jonas Brothers have joined the effort, partnering with Hyundai on their podcast and recently visiting a fan in a children’s hospital.
That approach marks a notable evolution for a program that Hyundai has supported for 28 years…