Since 1998, Hyundai Hope On Wheels (HOW) has funded over $115 million in research for pediatric cancer by making a donation for every sale of a Hyundai vehicle. But not enough people are aware of this program. Much of the previous advertising touched on the specific research and services funded by Hope On Wheels.

In this print campaign, Hope On Wheels celebrates the everyday experiences of a child. Tied together with the theme “Long Live Childhood,” we sourced existing snapshots of children in everyday moments—moments that the organization hopes will one day be experienced by those children whose lives are now cut short by cancer. In keeping with the spirit and priorities of Hope On Wheels, budget for the effort was set at a bare minimum. This ad is the first in a series, funded primarily through vendor donations. The celebration of childhood theme has already gathered momentum, and the campaign has become a rallying cry for Hope On Wheels to create awareness.