Honda Helpful Awards Returns for Third Year to Honor Local Residents With New Hondas

Honda Helpful Campaign Celebrates Inspiring Individuals Who Make a Difference in the Community During Ceremony at Petersen Automotive Museum, January 20th

LOS ANGELES - January 12, 2010: The Southern California Honda Dealers Association, known for the memorable "Helpful" campaign now in its fourth year, has selected the recipients for this year's Honda Helpful Awards, a commemorative event honoring true Helpfulness among residents in Southern California. Chosen from over 700 nominations submitted to the Association last fall, individuals who dedicate their lives to helping those in need will be surprised with a brand new Honda vehicle at an invitation-only event, taking place on Wednesday, January 20th at the Petersen Automotive Museum in Los Angeles, California.

"For the third year in a row, I am humbled by the caliber of nominees and the selflessness of each," said Matt Tachdjian, SoCal Honda Dealers President. "The spirit of the Awards allows us to honor local heroes who do their part to help out in the community, not for the recognition but for the benefit of others. It's exciting to be able to celebrate individuals each year who embody the message of Helpful."

From September through November 1st, 2009, Southern Californians were invited to nominate a deserving member of their community whose life would be significantly improved by a new Honda and whose efforts largely go unnoticed. Following the same guidelines as previous years, the application required each nominator to include a written explanation outlining the reason(s) the nominee should be awarded a new car, how the car would allow them to expand their helpful mission, and which Honda model would benefit them the most. The Awards were promoted in participating dealerships, through a variety of local and national volunteer organizations and online communities, and the "Honda Guys and Girls in Blue" field teams. Nominations were valid for California residents only, and accepted for consideration online, through standard mail, or in dealership entry boxes.

The work of the 2010 Honda Helpful Awards recipients includes personally funding foster care placement and recruitment services; developing programs to keep kids drug and alcohol free; and teaching kids to be active and involved in their communities to help build self-esteem. The efforts of past winners include creating a reading program at local schools using therapy dogs to help strengthen kids' reading skills; rehabilitation programs for homeless veterans; caring for a disabled child and assisting in his efforts to spread his inspirational message to other children with disabilities; and donating homes to launch an organization that provides food, shelter and job placement programs for recovering addicts and victims of domestic abuse.

For more information about Honda Helpful and the Honda Helpful Awards, please visit www.socalhonda.com.

About Honda Helpful
Launched in January 2007, Honda Helpful is an inspiring multi-layered program representing over 60 dealers from various cities across Southern California. A collaborative effort between the Southern California Honda Dealers Association and creative agency, Secret Weapon Marketing, Honda Helpful serves to create a unified voice through an evergreen message: Helpful. Since its inception, the program has demonstrated its message in various ways, such as: providing assistance at homeless shelters with warm meals and care packages; sending Helpful tanker trucks to surprise motorists with complimentary gas; distributing reusable shopping bags at local farmers markets; scheduling umbrella escorts during rainy days; and visiting hardware stores and supermarkets to carry groceries and supplies for shoppers.