Hyundai Hope On Wheels
Managing 70+ Events Nationwide to Celebrate and Support Pediatric Cancer Research
To celebrate a milestone $250M in pediatric cancer research funding, Hyundai Hope On Wheels turned to Fenton to bring their most powerful tradition to life—nationwide. We coordinated 70+ Handprint Ceremonies across 32 states, where survivors, researchers, and communities gathered to leave their mark—literally—on white Hyundai vehicles, symbolizing hope and progress. From speeches and logistics to press moments and painted palms, we made sure every detail honored the mission. Because when the fight is this personal, the moments matter even more.
What We Did
- Strategic Communications
- Event Planning
- Stakeholder Engagement
- Speechwriting
- Logistics Coordination
- Media Relations
- Content Development
CHALLENGE
For more than 25 years, Hyundai’s nonprofit foundation, Hyundai Hope On Wheels (HHOW), has led the fight against childhood cancer as one of the nation’s leading funders of pediatric cancer research. Each year, HHOW awards millions in grant funding institutions and care providers across the country that are pursuing critical research to improve treatments and save lives. In 2024, HHOW surpassed a lifetime total donation of $250 million in support of over 1,350 childhood cancer research grants. To honor each grant recipient, Hyundai Hope on Wheels hosts signature “Handprint Ceremonies” at each affiliated children’s hospital, attended by local leaders and media. There, a check is presented and pediatric cancer patients and survivors place painted handprints—symbolizing children past and present who have been affected by pediatric cancer—on white Hyundai cars that travel to raise awareness for this lifesaving cause.
APPROACH
Fenton collaborated across teams, including Hyundai Hope on Wheels, their on-ground operations partners and 70+ hospitals, to coordinate over 70 handprint ceremonies nationwide. We strategized around multiple key stakeholders’ availability and cross-country travel logistics to solidify a national handprint ceremony schedule. The Fenton team developed speeches, runs of show, and briefing documents for each event in coordination with hospital teams and local dealers. We also worked with on-ground operations teams to provide materials and support before, during and after each event.
IMPACT
Fenton successfully planned and coordinated over 70 Hyundai Hope On Wheels, handprint ceremonies across 32 states spanning five months. Hyundai Hope on Wheels staff and ambassadors, local Hyundai dealers, pediatric cancer survivors and families, care providers and researchers came together to celebrate the innovative work being done to advance pediatric cancer research and recognize grant recipients. These Handprint Ceremonies are a beloved element of Hyundai Hope on Wheels’ longstanding mission to end childhood cancer and improve the lives of those fighting the disease.
