Hyundai launches national campaign to support fight against childhood cancer

Hyundai Motor America has launched The Mark of a Warrior, a national campaign supporting Hyundai Hope on Wheels, the nonprofit organization dedicated to ending childhood cancer. The campaign reimagines the program’s handprint symbol as an emblem of strength and resilience and will run across advertising, social media, community events and partnerships.

A child is diagnosed with cancer every 36 minutes, and Hyundai Hope on Wheels has contributed more than $300 million to pediatric cancer research over 28 years, helping improve outcomes for more than 40,000 children. The new campaign invites communities to join the effort through events, activations and digital engagement.

“Childhood cancer knows no borders, and neither should our commitment to the children and families facing it,” said José Muñoz, president and CEO of Hyundai Motor Company. “The Mark of a Warrior campaign celebrates that strength, shares their stories and reminds all of us why this work matters.”

The campaign launches with a 60‑second spot titled Little Warrior, narrated by Scarlett Johansson, who makes her debut as Hyundai’s brand voice. Warrior Gowns, created with Brave Gowns, will bring armor‑inspired designs to more than 6,000 children undergoing treatment through 2026.

Hyundai Hope on Wheels will host Warrior Rallies at professional football and soccer games, along with other live events. A Strava partnership encourages participants to log miles in support of the 400,000 children diagnosed with cancer globally each year. When the community reached 400,000 miles, Hyundai donated $1 million; after surpassing 800,000 miles, the donation increased to $2 million.

“These young warriors show us what courage looks like every single day,” said Jason Sperling, chief creative officer at INNOCEAN USA. “Every piece of this campaign is meant to highlight the strength they show in the face of a battle that is so much bigger than them.”

Hyundai Hope on Wheels will hold about 42 handprint ceremonies, check presentations, Warrior Gown deliveries and more than 100 community blood drives through September and beyond. Supported by Hyundai Motor America and more than 855 dealers, the organization has contributed more than $300 million to pediatric cancer research since 1998.