Hyundai Motor America
Zafar Brooks, director, governmental affairs and diversity outreach at Hyundai, has taken the company’s cornerstone CSR program, Hyundai Hope on Wheels, a long way. Put in charge of CSR initiatives in 2006, Brooks has moved the program from a primarily local-based effort to one with big national reach. Brooks’ leadership has increased donations to pediatric cancer efforts from $1.3 million in 2007 to $20 million in 2011. In 2010, Brooks launched the largest annual philanthropic donation effort for Hyundai, with an initiative to award nearly $7 million during the month of September—National Childhood Cancer Awareness Month. In 2011, Brooks led the second annual “Help Hyundai Give Hope on Wheels,” again in September. Creating a unique microsite, a special video gallery of event ceremonies and a TV spot (airing without showing a single car), the effort featured a 28-day, cross-country trip with the Hyundai Fuel Cell Electric Vehicle (FCEV), collecting handprints of kids impacted by cancer along the way. The campaign attracted 120 media outlets, 12,000+ page views on the microsite and 245,000+ news feed impressions from Facebook. —SVC
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