Subaru “Shares The Love” in its cause-related campaign
Automaker helps customers donate up to $5 million to five charities in December
Cherry Hill, New Jersey, November 24, 2008 — Subaru of America, Inc. today announced a unique marketing campaign based on the love Subaru owners have for their vehicles and their desire to help worthy causes. Called “Share the Love,” the campaign will run from November 24 to January 2 and will allow Subaru new vehicle customers to select one of five charities to receive a $250 donation from Subaru of America, following the vehicle purchase or lease.
Extending the automaker’s “Love. It’s What Makes a Subaru, a Subaru” campaign, the program is expected to raise up to $5 million for the charities during its duration. The five charities participating in the program are; Habitat for Humanity International, Boys & Girls Clubs of America, Meals On Wheels Association of America, The American Society for the Prevention of Cruelty to Animals and the National Wildlife Federation.
Based on research that shows Subaru buyers are more actively involved in charitable causes than the average car buyer, the campaign has been developed by the company’s brand agency, Carmichael Lynch, to align that affinity to their vehicle purchase.
Subaru dealerships across the U.S. will also be participating in the program by hosting programs and projects in their local communities.
Kevin Mayer, director of marketing communications for Subaru of America, said, “We wanted to create a program that not only stands out from the crowd but is also relevant to our customer’s value system — that of giving back to the community. The program is also timely in that many charities are feeling the effects of the recent economic troubles. So we are pleased to be helping charities during this difficult period.”
“Share the Love” features print, TV and digital media components. More information on the program can be found at www.subaru.com.
About the Charities
For more than 100 years, Boys & Girls Clubs of America have been serving as passionate advocates for young people in our communities. Clubs provide a positive place for kids and teens to find supportive and caring adults who mentor, empower and inspire them to reach their full potential. www.bgca.org
National Wildlife Federation® is America’s largest conservation organization, inspiring Americans to protect wildlife for our children’s future. NWF unites individuals from diverse backgrounds through a grassroots network of 4 million members and supporters and is joined by 47 affiliated state wildlife organizations. National Wildlife Federation’s programs educate and inspire people from all walks of life to protect wildlife and wildlife habitat. www.nwf.org
Meals On Wheels Association of America works every day with thousands of local Meals On Wheels programs and hundreds of thousands of volunteers who all share in the mission to end senior hunger. The organization provides the tools and information its programs need to make a difference in the lives of others. It also gives cash grants to local senior meal programs throughout the country to assist in providing meals and other nutrition services. www.mowaa.org
For more than 142 years, the American Society for the Prevention of Cruelty to Animals has been dedicated to rescuing animals from abuse, introducing and enforcing more humane legislation, sharing resources with shelters across the country, and advancing the care of animals through their unparalleled expertise in medicine, behavior, toxicology and forensics. www.aspca.org
Habitat for Humanity International is a nonprofit, ecumenical Christian housing ministry that welcomes to its work all people dedicated to the cause of eliminating poverty housing. Since its founding in 1976, Habitat has built more than 300,000 houses worldwide, providing simple, decent and affordable shelter for more than 1.5 million people. www.habitat.org
About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, New Jersey, the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of nearly 600 dealers across the United States. Subaru makes the best-selling All-Wheel Drive car sold in America based on R.L. Polk & Co. new vehicle retail registration statistics calendar year-end 2007. In addition, Subaru boasts the most fuel efficient line-up of all-wheel drive products sold in the market today based on Environmental Protection Agency fuel economy standards. All Subaru products are manufactured in zero-landfill production plants, and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife Habitat by the National Wildlife Federation. For additional information, visit www.subaru.com.