Kia Accelerates its 'Good Program' to Support Homeless Youth During Corona Crisis

Amidst this unprecedented global crisis, as millions are confined to their homes, there is another sizeable population of citizens who do not have a home to go to. It’s the 4.2 million homeless youth in the US who are seeking much needed shelter and care and help to fight against the spread of Covid-19.

As part of Kia Motor’s recently launched 'Accelerate The Good Program', the brand will make a total donation of $1 million to multiple non-profit partners that assist homeless youth nationwide including Covenant House and StandUp for Kids. This is the brand’s second, seven-figure donation in 2020 to nonprofits dedicated to ending youth homelessness, the first when they launched the 'Yards Against Homelessness' initiative during the Super Bowl, featuring Las Vegas Raiders running back Josh Jacobs, who grew up homeless.

Kia’s continued commitment towards homeless youth comes at a critical time when life-saving measures like Shelter At Home, washing hands and wearing protective clothing like masks and gloves is immensely challenging for those without roofs over their heads. 

“Kia has always stood for the little guy, a challenger brand with an unstoppable spirit that knows it can achieve anything when it gives it everything,” said David Angelo, founder and creative chairman of David&Goliath. “Rooted in its brand ethos, ‘Give It Everything,’ Kia consistently gives back in meaningful ways. Its response to this pandemic is nothing short of inspirational and demonstrates not only their empathy and authentic brand purpose, but also their relentless commitment to helping homeless youth who are certainly most terrified today as they navigate through this global crisis.” 

Created by Kia’s agency of record, David&Goliath (D&G), the 'Accelerate The Good Program' launches with a moving 30-second spot titled 'Fighting Chance' which will go live nationally on both network and cable channels later this week. 

The spot emphasises the plight of so many homeless youth across the country at this critical moment in history. It opens with a voice-over which poses an agonising question: “How do you shelter-in-place when your home is the sidewalk?” The film – which uses existing footage – shows the story of a young homeless boy as he takes us on a journey along the tough streets he lives on. Finally, as it announces the $1 million donation, the film makes a final plea to viewers: “...we’re all in this together. And everyone deserves a fighting chance.” 

D&G and Kia made the decision to not include any vehicles in this message and instead focus on the very real struggle of an already-challenged group during these times.

Other elements of the 'Accelerate The Good Program' campaign include one 15-second cutdown and 6-second social media content, as well as online banners and social posts. 

Give It Everything Brand Purpose

Over the past 14 months, the foundation of Kia’s purpose-driven positioning, 'Give It Everything', have been laid. Firstly, with 'The Great Unknowns Scholarship' which financially aided underprivileged students (launched Super Bowl 2019), and followed up by the highly-impactful 'Yards Against Homelessness' initiative which launched at this year’s Super Bowl with an ad featuring Las Vegas Raiders running back Josh Jacobs, who grew up homeless.

And now, the 'Accelerate The Good Program' puts Kia’s 'Give It Everything' commitment into further action, by giving to those who may be significantly overlooked.