Children cannot fight cancer alone; a pediatric cancer diagnosis impacts the entire family. September is National Childhood Cancer Awareness Month, and it is the pinnacle of the Hyundai Hope On Wheels (HHOW) campaign. In September 2014, HHOW distributed 36 research grants, totaling $9,000,000, to institutions around the world.
To amplify overall awareness for Hyundai’s efforts through Hope On Wheels, we worked with HHOW and its partners - dealers, researchers, doctors, parents, and kids - to create a unique, interactive online experience that reflects how we fight together to end childhood cancer.
With the mission established, we had to confront a very real challenge. September is the most active period for childhood cancer awareness; the space is flooded with nonprofits sharing the same goal. It was clear that in order to achieve success with our activation, we had to find a way to differentiate the experience from the efforts of the other nonprofits.
We built and continue to maintain a dynamic digital effort to support the “Every Handprint Tells a Story” campaign. The goal of the site was to extend beyond the story of funds raised by:
- Connecting viewers with information about the actual grant recipients (Hyundai Scholars)
- Sharing stories from children about their experience with pediatric cancer
- Inviting site visitors to participate in the cause by adding their digital handprint and a message of support to kids and families on our “Wall of Hope”
To drive traffic to the interactive “Every Handprint Tells a Story” effort we:
- Coordinated a digital ad buy
- Promoted a series of videos from children and doctors impacted by pediatric cancer
- Created an editorial calendar of organic social content directing social audiences to the microsite
Hyundai Hope On Wheels was a major player in the conversation of childhood cancer during the month of September. The campaign microsite helped visitors showcase the stories of childhood cancer patients, while and helped viewers understand how the purchase of Hyundai vehicles in the United States has directly impacted the lives of thousands of children across the country and may one day give them the ability to live in a childhood cancer-free world.