KIA ATTACKS YOUTH HOMELESSNESS DURING “THE BIG GAME.”

Kia chose this year’s “The Big Game” (We all know which game we are talking about, wink, wink), to shine a light on Youth Homelessness. It’s the second time where they will once again push the envelope with groundbreaking advertising that soft-sells the product in favor of a message benefiting the greater good.

Previously recognized as a company known to “Give it Everything,” Kia Motors America will address the problem of Youth Homelessness known to affect more than 4.2 million young people in the United States alone. In this case, the company will use its “big game” advertising platform to give back in a way that will leave quantifiable results.

As Kia Motors America has announced, they will donate $1,000 for every yard gained in “the big game.” Based on NFL averages, that could mean a three-way split of at least $600,000 with Kia’s Charity partners, which include Covenant House, Positive Tomorrows and StandUp for Kids.

GIVE IT EVERYTHING

In addition to building the award-winning Optima and Stinger sedans, Kia chose last year’s “big game” to introduce the new Kia Telluride during a commercial spot (One of Napleton.News’ favorite video spots) that actually soft-sold the vehicle and decided to highlight the town where it is made and the residents who actually help to build this best-selling sport utility vehicle. That soft-sell actually packed quite a wallop in that it was the impetus for 2019’s creation of the “Great Unknowns” Scholarship fund, which benefits students who embody Kia’s “Give it Everything” spirit.

Youth Homelessness causes young people to disappear into the shadows and fall through the cracks so actually getting a sense of the size of the problem has been a challenge. According to studies by the University of Chicago, as described in Covenant House documents, more than 3.5 million young adults aged 18-25 experience some form of homelessness over a year. In the same study, they found that at least 700,000 adolescent minors 13-17 experience homelessness during a 12 month period. That includes living on the streets, or the innocuous-sounding practice of “couch surfing.

For the sake of all those involved, we at Napleton Auto Group are hoping for a high-yardage, high-scoring “Big Game.”