Progress Project

Every year, brands roll out their Black History Month posts, many of which don’t substantively change anything. Hyundai wanted to do something to make a real difference for the community of Savannah, Georgia, where they were opening a plant, and where the majority of the community is Black.

How could Hyundai, a brand whose goal it is to empower people, empower the community of Savannah? The answer was to take the marketing budget meant to show support for Black History Month and invest it back into the local community to actually foster change for good.

Hyundai awarded grants to three Black-owned businesses to put towards making improvements upon their businesses and ensuring they continue to thrive.

Starting in February, we posted three docu-style videos celebrating the progress made on Hyundai’s social channels, and amplified the campaign through bespoke TikTok and Reels.

Shorty Impact Awards Audience Honor