As one of the leading manufacturers in the global automotive market, Hyundai has been at the forefront of the electric vehicle transition and leading in advanced automotive software development. While offering innovative mobility solutions to customers, Hyundai is also actively dedicated to contributing to the communities it operates in and fulfilling its corporate social responsibilities(CSR). Hyundai Hope On Wheels (HHOW), as part of these efforts, is a campaign aimed at liberating children worldwide from pediatric cancer.
Launched in 1998, HHOW is Hyundai Motor America’s flagship CSR activity, providing financial support for treatment and funding research projects to fight pediatric cancer. It exemplifies Hyundai’s belief that its business aim is not only to be profitable but also to contribute to its stakeholders and society.
The HHOW program was introduced in the 1990s when Hyundai announced the “10-Year/100,000-Mile Warranty” campaign for the U.S. market, helping to improve its brand image perception. In 1998, in partnership with Hyundai dealers in New England, the company began supporting Jimmy Fund of Dana-Farber Cancer Institute marking the beginning of the HHOW program. Since then, Hyundai has established the HHOW Foundation, which is recognized as one of the top three pediatric cancer foundations in the U.S.
HHOW was able to raise substantial funds over the years thanks to the collective efforts of Hyundai and its U.S. dealers, with about 830 dealers contributing a portion of each vehicle sale to HHOW. The funds are donated to hospitals and research institutions working on pediatric cancer treatments.
As of now, HHOW supports over 175 hospitals and 1,300 pediatric cancer treatment projects across the U.S. Since its inception in 1998, HHOW has contributed over $200 million in donations. Hyundai also undertakes various activities to raise awareness about pediatric cancer.
Notably, during September’s National Childhood Cancer Awareness Month, Hyundai visits children’s hospitals across the U.S. and host hand-printing events using Hyundai vehicles. This effort aims not only to provide financial support but also to create joyful memories for children suffering from cancer. Additional activities include hosting parties and meetings in Washington D.C. with key figures from the Congressional Pediatric Cancer Caucus, medical professionals, survivors, and leading researchers, to foster communication and spread the message that everyone must work together to end pediatric cancer.
Celebrating its 25th anniversary, HHOW has never ceased its efforts to eradicate pediatric cancer. Hyundai’s contributions have safeguarded the dreams and hopes of many children while raising awareness of pediatric cancer in the U.S. In 2012, The Congressional Pediatric Cancer Caucus has acknowledged Hyundai’s commitment, presenting the company a U.S. Capitol-flown flag. Also, the statement was marked in the Congressional Record in 2015 to commemorate Hyundai’s achievement of $100 million in cumulative donations.
On September 21, 2023 (U.S. local time), Hyundai marked the 25th anniversary of HHOW with a ceremony at the Ronald Reagan Building in Washington D.C. Around 250 people attended the event - Hyundai Motor Group Executive Chair Euisun Chung, Senator Tom Cotton, Congressman Mike Kelly, many ambassadors of various countries to the U.S., including South Korea’s ambassador Cho Hyun-dong, Hyundai employees, child ambassadors of HHOW, and hospital representatives.
Executive Chair Chung took to the stage to deliver a welcome speech, saying, “Under the vision of ‘Progress for Humanity’, Hyundai Motor is making every effort to do the right thing for the world, from innovative products to corporate social responsibility. For the past 25 years, Hyundai Hope On Wheels has actively worked to eradicate pediatric cancer by providing funds to hospitals and physicians across the United States. We hope this assistance brings hope and courage to children suffering from pediatric cancer.” Additionally, Hyundai Motor’s management team joined Oliver Foster and Raynie Clark, ambassadors for Hyundai Hope On Wheels (HHOW), in throwing the ceremonial first pitch at a Major League Baseball (MLB) game the day before the event.
For a quarter of a century, HHOW has been a beacon of hope for children and families battling pediatric cancer. Hyundai’s actions serve as a model case for CSR activities demonstrating how a profit-motivated organization can positively impact society. Hyundai remains committed to continuing the HHOW campaign, contributing to the eradication of pediatric cancer, and supporting the post-treatment lives of affected children, thus fulfilling its social responsibilities.
HMG Journal Operation Teamgroup@hyundai.com
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