Kia uses Super Bowl to fight youth homelessness

While millions of us will be snacking away on chips and guac, guzzling beer and eating pigs in blankets during this year’s Super Bowl, there will be another group who could care less about the Big Game. That would be the more than 4.2 million young people experiencing homelessness in America. Kia Motors of America is showing that a brand can truly care and use its $5.6 million spot during the broadcast for good.

The car company known to “Give It Everything,” will use its Big Game advertising platform to give back in a meaningful way.

For every yard gained during the game Kia, via creative partner, David&Goliath, will donate $1,000 to three charity partners dedicated to ending the issue of youth homelessness and transforming the lives of young people in need: Covenant House, Positive Tomorrows and StandUp For Kids. 

Chapin Hall of the University of Chicago released its first groundbreaking report on youth homelessness in the United States through its Voices of Youth Count (VoYC) initiative in 2017. The VoYC study was conducted over the course of a full year rather than a single night, making it the most comprehensive research to date on youth homelessness in the U.S. 

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The results were sobering to say the least. According to the report, more than 3.5 million young adults ages 18 to 25 experience a form of homelessness in the course of a year — that’s 1 of every 10 young adults

At least 700,000 adolescent minors ages 13 to 17 experience a form of homelessness in the course of a year — that’s 1 of every 30 adolescent minors.

In total, at least 4.2 million young people experience a form of homelessness in a given year, from couch surfing to living on the streets.

About 42% experienced two or more episodes of homelessness.Youth homelessness affects urban and rural youth at similar levels.

Kia’s “Yards Against Homelessness” initiative follows 2019’s creation of the “Great Unknowns” Scholarship, which was established to identify students who embody Kia’s “Give It Everything” spirit and help them pursue their academic goals. #GiveItEverything

SOURCE: David&Goliath

Contact Colin Costello at colin@reel360.com or follow him on Twitter at @colinthewriter1.

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