The Wounded Warrior Project is an American organization that is dedicated to raising public awareness and providing help for injured service members.
According to a Reuters report, the car was awarded to Melendez at the 2012 New York International Auto Show opening ceremony that was held in early April. (1)
Corporal Christopher Melendez was injured during a routine patrol in Iraq by, according to the Reuters report, a “six pack shape charge” IED. The blast resulted in Melendez receiving severe injuries to his legs and arms.
Kia Soul Awarded to a Wounded Warrior
Working in collaboration with the organisers of the New York International Auto Show, the Kia Soul was specifically modified to meet Melendez’s own personal daily requirements. The modifications included the installation of a steering wheel device, which will enable Corporal Melendez to turn the wheel using one hand, whilst maintained complete control of the car.
The Kia Soul was originally designed at Kia’s design centre in California, and unveiled during the 2008 Paris Motor Show.
The Wounded Warrior Project (WWP) started as a program to provide comfort to wounded service members returning home from Iraq and Afghanistan. The organisation’s growth has been phenomenal, and the WWP now supports tens of thousands of wounded soldiers and their caregivers through various programs.
The WWP website states that the Project is, “designed to nurture the mind and body, and encourage economic empowerment and engagement.” (2)
Enjoying similar extraordinary growth is Kia Motors, which, as Reuters points out, is one of the world’s fastest growing international automobile brands. In fact, from 2009 – 2011, Kia launched more new vehicles and any other automotive manufacture in the United States, and last year KMA recorded its best ever annual sales (3).
With such ‘unprecedented growth’, Kia naturally provides thousands of jobs worldwide. Talking about the automotive company’s dedication to not only creating jobs but also supporting the armed forces of the U.S., Michael Sprague, vice president of marketing and communications at KMA told Reuters:
“Kia Motors understands that it is not only important to show our commitment to the U.S. market through investment and job creation, but also to support the service men and woman in our country’s armed forces.”
Referring to KMA’s collaboration with the WWP to support injured soldiers, Sprague added:
“The Wounded Warrior Project provides invaluable services to the men and woman who have been injured in the line of duty, and it is an honor to donate one of our most popular vehicles to Corporal Melendez as a way to show our appreciation and support for those who have sacrificed so much.” (4)
Charitable Donation as an Effective PR Campaign
Both KMA’s and WWP’s charitable donation to Corporal Melendez has proved to a highly effective in raising both the organisation’s profiles, as practically every Internet news site from Yahoo, ABC News, to the New Jersey Herald have dedicated space to the moving story.
However, this is not the first time promotion-savvy Kia has made a generous donation to help America’s armed forces.
Earlier this year, KMA received significant media attention when reports emerged that the automotive company had teamed up with celebrated brand ambassador and professional woman’s golfer Michelle Wie, and donated $50,000 to Camp Pendleton’s Armed Services YMCA Operation Hero Program.
According to the Kia Media website, on the eve of this year’s Kia Classic Ladies Professional Golf Association (LPGA) golf tournament, at the highly exclusive La Costa Resort and Spa, KMA and the two-time LPGA winner Michelle Wie paired up to donate $50,000 to the Operation Hero, intended to maintain personnel and to ‘provide equipment and supplies to more than 375 kindergarten and elementary students at Camp Pendleton.’ (5)
Raising public awareness and providing assistance to American heroes who became injured in Afghanistan and Iraq, and who regrettably often remain unsung, is undoubtedly a commendable and admirable gesture of any company and organisation.
A very positive side-benefit is that these high-profile ventures are likely to have contributed a great deal in turning Kia Motors into one of the world’s fastest growing global automotive brands.
No comments:
Post a Comment