Honda Helps Drive Volunteer Litter Clean-Ups - Event Marketer

Honda Helps Drive Volunteer Litter Clean-Ups

DB_Honda_2008 Ex
Brand: HONDA
Agency: MARITZ INTERACTIONS
Awards: EX AWARDS — BEST ACTIVATION OF A CAUSE SPONSORSHIP/COMMUNITY TIE-IN
Year: 2008

Honda teamed up with nonprofit group Keep America Beautiful and its own dealerships across the country in an effort to keep the nation’s streets, roads and highways clean. Road to a Cleaner America brought Honda corporate management, district management, dealers and staff, as well as KAB staff and volunteers together to clean litter and debris from highways and to plant trees to improve the environment around major roads.

Dealers, in conjunction with local KAB affiliates, competed to see who could achieve the greatest number of road and highway miles cleaned or beautified, the greatest number of volunteers recruited and the most pounds of litter and debris collected. A $40,000 grant and trophy was awarded to the winning KAB affiliate at the KAB National Conference in December.

The Cleaner America initiative included a website that laid out Honda’s environmental policies and provided entry into an online sweepstakes. The 2007 Grand Prize was a Honda Civic Hybrid.

Live events across the country kicked off the program. At the Los Angeles national kickoff event, Accord and Civic Hybrids were on display and Hillary Clinton, Los Angeles Mayor Antonio Villaraigosa and celebrity-activists Ed Begley Jr. and Daryl Hannah attended along with 2,500 people. In New Orleans Honda donated and displayed a Ridgeline truck for the 1,200 volunteers dedicated to Katrina restoration activities. And in New York City, a kickoff event was held at the Military Triangle in Times Square for thousands of attendees.

In 2007, 164 dealerships participated, an increase of 28 percent from the previous year. Brand exposure was felt through a variety of media venues including kab.org, hondacleanup.com, participating dealership websites, Associated Press broadcasts, nationwide advertisements placed by KAB and coverage in local newspapers and on local broadcasts. The 2007 sweepstakes collected 20,473 names.

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