Super Bowl LIV
Kia using Super Bowl spot to highlight the epidemic of youth homelessness
This year during the Super Bowl, Kia will use their ad spot to shine light on the crisis of youth homelessness in the U.S. Each year, 4.2 million children in the U.S. experience some level of homelessness according to Covenant House.
In a commercial known as "Give it Everything" the company will showcase their charitable giving as well as bring awareness to the cause. For every yard gained during the game, Kia will donate $1,000 to three charity partners dedicated to solving the issue of youth homelessness: Covenant House, Positive Tomorrows, and StandUp for Kids.
Covenant House provides housing and support services to youth facing homelessness. The organizations workers use funds to help individuals find a path to independence.
"At Covenant House every day we see young people who have endured the trauma of living on the streets and the horrors of human trafficking," said Kevin Ryan, president, Covenant House. "But we are also privileged to see their courage, their goodness, their talent, and their amazing potential. This initiative by Kia will not only raise the funds we'll use to provide life-saving food, clothing, shelter and medical attention to youth overcoming homelessness. This 'Yards Against Homelessness' campaign will also educate millions of good people across the country and inspire them to do more. When our kids get this kind of support, there is nothing they cannot achieve. We are so grateful to Kia for shining a light on this issue."
Like Covenant House, Positive Tomorrows works to remove barriers for families that are homeless. Their efforts help them create a way to be independent.
StandUp for kids addresses the issues of homeless and street kids in cities across America. Their teams of volunteers go into the streets to help rather than wait for children to find them.
In terms of their Super Bowl commercials, Kia may be best known for their Telluride commercial starring a young boy from West Point, Georgia speaking about what the SUV's production means to the community. Tugging at heartstrings, the narrator says, "Because we are not known for who we are we hoped to be known for what we do," as the photography alternates between scenes from West Point and the 2020 Kia Telluride.