We launched and sustained Hyundai Canada's first-ever CSR platform - Hyundai Hockey Helpers.
Through this program, we helped more than 2200 underprivileged kids get into Canada's game. We strategically partnered with powerful program ambassadors, most notably the Subban family, including NHL Norris Trophy winning defenceman P.K. Subban of the Montreal Canadiens, his dad, Karl and brothers Malcolm and Jordan.
The authentic connection - the Subbans would have benefitted from this program growing up - generated overwhelming support and attention directed at this worthy cause. In short, it was a phenomenal success spanning 4 years.