Since 1998, Hyundai Hope On Wheels (HHOW) has worked tirelessly to support the families, researchers, doctors, and children affected by childhood cancer. To this day, Hyundai Hope On Wheels has awarded grants totaling over $250 million, thanks to Hyundai Motor America and its nationwide dealers. To raise awareness for the organization and its mission, creative communications agency, Praytell was brought on in 2022 to develop a multi-prong organic and paid social media strategy that would deeply engage and expand their community online. For the last two years, HHOW and Praytell continue to iterate on its original social strategy based on performance learnings, shifts in platform algorithms and cultural happenings to ensure HHOW’s social channels remain an inclusive destination.
To effectively reach and engage existing and new audiences over the last year, Hyundai Hope On Wheels implemented an organic and paid content strategy across its Facebook, Instagram and X channels, consisting of a steady drumbeat of inspiring messaging and compelling creative across the organization’s key moments in time and larger tentpole campaigns. Through our content strategy, we’ve been able to help HHOW overcome the challenge of resonating with a broader audience that doesn’t have a direct connection to the cause and increasing donations by building an emotional connection to the organization through showcasing influential and inspiring voices, and highlighting those most impacted.
We also leverage IRL events like Handprint Ceremonies (70+ grant celebrations at hospitals) to bring these special moments to life across our social channels. Each year, Childhood Cancer Awareness Month in September continues to be a priority for the organization and we’ve created bespoke social engagement campaigns over the year like Find Hope and Don’t Stop ‘til Cancer Stops X Thread. Social program highlights include:
Childhood cancer is devastating for families directly impacted but it’s not top of mind for people who don’t have a connection, and our main goal for Hyundai Hope On Wheels is to offer hope for everyone and bring this horrible disease to the forefront of conversations - if more people are aware, we hope to inspire more positive action.
Cancer survivors and their families continue to have a trusted and secure online space where they can find inspiration, support, and a unique sense of community. With our ongoing partnership with Hyundai Hope On Wheels, we’ve seen a significant and sustained increase in reach and engagement across their social media platforms, reinforcing our continued positive impact on children’s lives and importance of grant funding for innovative research and hospitals throughout the US.
We’ve included our social performance below but this work is so much more valuable in translating to solutions to end childhood cancer.
