As an extension of the “Drive Change” marketing platform it introduced last year, Kia Canada is launching an annual event called Drive Change Day.
The August 21 event is intended to underscore the car company’s commitment to social responsibility by inviting Canadians to participate in community enhancement events such as park and roadside clean-ups.
The centrepiece of the initiative is a partnership with Shaw Media and its family of conventional and specialty TV channels (including Global Television, HGTV, Food Network and Showcase).
The networks are running a series of TV spots featuring Shaw personalities such as Food Network’s Anna Olson, Global Television’s Susan Hay and HGTV’s Paul Lafrance, all telling their own “Drive Change” stories.
Shaw has also produced a series of on-air segments promoting the initiative, all of which drive viewers to a dedicated website.
Monday also marked the launch of an online contest inviting Canadians to nominate a community project that could be a beneficiary of a $25,000 cash donation. The site also encourages visitors to create their own community enhancement event or pledge to participate in an existing event.
