September is National Childhood Cancer Awareness Month, and with it comes the launch of Hyundai Motor America's new "The Mark of A Warrior" Campaign. The new national campaign supports Hyundai Hope on Wheels, a 501(c)(3) nonprofit organization dedicated to helping end childhood cancer. Built around the iconic Hyundai Hope on Wheels handprint, Hyundai says the campaign transforms a long-standing symbol of hope into a powerful emblem of courage, resilience and determination. Through advertising, social media, community activations and partnerships, the campaign honors young cancer warriors while inviting communities nationwide to join the fight.
With a child diagnosed with cancer every 36 minutes, the automaker says the need remains urgent. Over the past 28 years, Hyundai Hope on Wheels, supported by Hyundai, its dealers and every new Hyundai sold, has contributed more than $300 million to pediatric cancer research, helping improve outcomes for more than 40,000 children. Through The Mark of a Warrior, Hyundai is calling on Americans to help put childhood cancer on notice and bring every warrior home.
“Childhood cancer knows no borders, and neither should our commitment to the children and families facing it,” said José Muñoz, president and CEO, Hyundai Motor Company. “For more than 28 years, Hyundai Hope on Wheels has supported the fight against pediatric cancer and drawn inspiration from the remarkable strength we've witnessed in young patients and their families. The Mark of a Warrior campaign celebrates that strength, shares their stories and reminds all of us why this work matters. As a global company, we believe every child, regardless of where they live, deserves hope, access to care and the opportunity for a healthier future.”
"Little Warrior" Campaign Spot
The campaign launches with a 60-second hero spot titled "Little Warrior." The spot celebrates the extraordinary spirit of children facing cancer and the network of support that surrounds them, while reinforcing Hyundai Hope on Wheels' mission to help end childhood cancer.
“The Mark of a Warrior is inspired by the children and families we’ve met through Hyundai Hope on Wheels over the past 28 years,” said Sean Gilpin, chief marketing officer, Hyundai Motor America. “These children are true warriors, and this campaign gives their strength a national platform. By reimagining our iconic handprint, we're using the power of storytelling to inspire action, shine a light on their stories and rally communities in the fight against childhood cancer. That’s what ‘Progress for Humanity’ looks like in action.”
Scarlett Johansson Debuts as Hyundai’s New Brand Voice
You'll likely recognize the narrator of "Little Warrior". It's that of acclaimed actress, producer and director Scarlett Johansson who makes her debut as Hyundai's new brand voice. Hyundai says Johansson helps bring to life the courage, resilience and determination that define The Mark of a Warrior.
Known for her authenticity, versatility and cultural impact, the automaker says Johansson brings a distinctive blend of strength, sophistication and humanity that embodies Hyundai's “Progress for Humanity” vision. We can expect to hear Johansson's voice extend across future brand campaigns and initiatives.
“Hyundai’s commitment to people and purpose is what made being a part of this partnership so compelling,” said Scarlett Johansson. “As a voice of the brand, I’m excited to help tell stories that reflect those values. The Mark of a Warrior campaign is an inspiring first chapter, reminding us of the power of community to make a difference.”