2025.02.06 Hyundai Motor Company
Transforming Pet Care: Hyundai’s I’M DOgNOR Campaign
With the pet population surpassing 15 million, Korean society increasingly views pets as family members. Hyundai Motor is committed to building a brighter future for pets through the I’M DOgNOR campaign.
Have you heard of Hyundai Motor’s I’M DOgNOR campaign? Launched in 2019, this social responsibility initiative aims to improve the blood supply system for dogs. The term “DOgNOR” combines “donor,” meaning a blood donor or contributor, and “dog,” to represent blood donor dogs.
The goal of this campaign is to address the current reality where over 90% of blood for canine transfusions in Korea comes from donor dogs kept in poor conditions, while fostering a proper culture of canine blood donation. For instance, the UK and Poland have been operating canine blood donation centers since 2005 to address blood supply needs. If a similar culture of dog blood donation is established in Korea, it could transform the current vulnerable blood supply system.
Hyundai Motor’s ongoing efforts through this campaign are gradually driving societal change. In 2020, the company introduced a “blood donation car” and traveled across the country to promote the “Mobile Canine Blood Donation” campaign. In 2022, Hyundai collaborated with Konkuk University to establish Asia’s first canine blood donation center, the “KU I'M DOgNOR” center, while also launching Korea’s first pet-exclusive ambulance.
Building on this momentum, Hyundai Motor focused on expanding the canine blood donation network in 2023. The company entered into memorandums of understanding with the “Keunmaum Animal Medical Center” in Busan and the “Time Animal Medical Center” in Daejeon to enhance the data management system for canine blood supply and promote the culture of blood donation. Additionally, Hyundai organized various events, such as health checkups for both pet owners and their dogs, to raise awareness of the I’M DOgNOR campaign.
In 2024, Hyundai Motor continued its meaningful efforts toward the nationwide expansion of the I’M DOgNOR campaign by opening the “Kyungpook National University I'M DOgNOR Blood Donation Center” at the Animal Hospital of the College of Veterinary Medicine. This center marks the second canine blood donation facility, following the “KU I'M DOgNOR Blood Donation Center,” which was established in collaboration with Konkuk University in 2022 as Asia’s first of its kind.
The Kyungpook National University I’M DOgNOR Blood Donation Center will serve as a central hub for expanding the nationwide canine blood donation network and establishing an efficient blood supply chain, while also providing treatment for donor dogs and administering blood donation programs. Achieving this goal requires widespread interest and active participation in canine blood donation, which is why Hyundai Motor is organizing various events to raise awareness of the I’M DOgNOR campaign.
The requirements for canine blood donation are stringent. To ensure the safety of both the donating and receiving dogs, the donor must meet specific criteria. The dog must be between 2 and 8 years old, weigh over 25 kg, receive monthly heartworm prevention and deworming treatments, and have no history of infectious diseases. Additionally, a health check is required to confirm the dog’s eligibility for blood donation.
Given the conditions outlined, only large dogs that are carefully cared for and cherished as beloved family members are eligible to donate blood. To raise awareness of the I’M DOgNOR campaign and encourage broader participation, Hyundai Motor is hosting a networking event called the “Daegyeonhan Picnic” for large dog owners.
Furthermore, the company is conducting a free examination for dogs, called the “Daegyeonhan Health Checkup,” which determines their eligibility as blood donors. This initiative also aims to encourage canine blood donation and promote the registration of potential donor dogs. The Daegyeonhan Health Checkup is being held in Daejeon (Time Animal Medical Center), Daegu (Kyungpook National University Animal Hospital), and Busan (Keunmaum Animal Medical Center).
Additionally, Hyundai Motor donated a “Pet Ambulance,” developed using its first electrified business platform, ST1, to mark the opening of the Kyungpook National University I’M DOgNOR Blood Donation Center. This specialized vehicle serves as a dedicated solution for dogs in critical conditions or donor dogs needing alternative transportation. The Pet Ambulance is equipped with advanced, emergency-focused features, including an Intensive Care Unit (ICU) designed to maximize ST1’s efficient use of space, portable lighting for accurate wound assessment during transit, and a video recording system to document emergency medical procedures.
The ST1 Pet Ambulance is the result of a collective effort from many caring individuals. In July, 2024, Hyundai Motor launched a crowdfunding campaign on Wadiz to fund its customization and raise public awareness of canine blood donation. Participants received official I’M DOgNOR merchandise featuring the mascot, Deokgu, such as grip holders, picnic mats, and suitcases. The funds raised exceeded expectations and were used to bring the ambulance to life.
Moreover, Hyundai Motor plans to expand its reach through the I’M DOgNOR Team Ambassadors, also known as “I’M DOgNOR Friends.” Comprising individuals such as singer Gyeongree, comedian Park Sung Kwang, and veterinarian Seol Chae-hyeon, all of whom possess expertise in stray dog adoption and canine welfare, the I’M DOgNOR Friends are actively raising awareness about the importance of promoting a responsible canine blood donation culture through various channels.
Anyone who owns a pet hopes for a society where their beloved companions can live happier and more comfortable lives. This is why Hyundai’s I’M DOgNOR campaign strikes a deep chord with so many people. Hyundai Motor will continue to run the campaign and work towards fostering a healthy canine blood donation culture. To turn this vision into reality, widespread attention and participation are essential.
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