2009 Chicago Auto Show: Subaru Hands Over $5 Million to 'Share the Love' Charities
Automaker Presents Checks to Participating Charities at Chicago Auto Show
CHICAGO, Feb. 12 -- Subaru of America, Inc. today used the opening of the Chicago International Auto Show to present the $5 million raised during the "Share the Love" campaign to the participating charities.
Attending the event were representatives from the Boys & Girls Clubs of America, Habitat for Humanity International, Meals On Wheels Association of America, the National Wildlife Federation (NWF) and The American Society for the Prevention of Cruelty to Animals (ASPCA).
Share the Love is a unique marketing campaign based on the love Subaru owners have for their vehicles and their desire to help worthy causes. The campaign ran from November 24 to January 2 and allowed Subaru new vehicle customers to select one of five charities to receive a $250 donation from Subaru of America, following the purchase or lease of a new Subaru vehicle.
Extending the automaker's, "Love. It's What Makes a Subaru, a Subaru" campaign, the program raised $5 million for the charities during its duration. The five charities participating in the program were; Boys & Girls Clubs of America, Habitat for Humanity International, Meals On Wheels Association of America, the National Wildlife Federation (NWF) and The American Society for the Prevention of Cruelty to Animals (ASPCA).
Based on research that shows Subaru buyers are more actively involved in charitable causes, the campaign has been developed by the company's brand agency, Carmichael Lynch, to align that affinity to their vehicle purchase.
Subaru dealerships across the U.S. will also be participating in the program by hosting events and projects in their local communities.
Kevin Mayer, director of marketing communications for Subaru of America, said, "We wanted to create a program that not only stands out from the crowd, but was also relevant to our customer's value system - that of giving back to the community. The program is also timely in that many charities are feeling the effects of the recent economic troubles. So we are pleased to be helping charities during this difficult period. We hope to make Share the Love an annual program."
"Share the Love" featured TV, print and digital media components. More information on the program can be found at www.subaru.com.