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MISSISSAUGA, Ontario — Kia Canada has rolled out a new marketing campaign designed to not only spotlight the new design of its lineup and the progression of the Kia brand, but also share how the automaker has helped out in the community. 

The multimedia "Drive Change" campaign is spread across television, the Web, billboard, cinemas, newspapers and magazines.

Furthermore, Kia Canada also has Facebook, Twitter and YouTube pages dedicated to showing how the Drive Change campaign was built. Furthermore, these pages will continue offering communication to consumers and dealers down the road.

"We have worked very closely with our marketing partners, Innocean Canada and David & Goliath to develop an innovative and compelling campaign," explained Maria Soklis, vice president and chief operating officer at Kia Canada. "The campaign clearly identifies our new world-class automotive design attributes, while at the same time reflecting Kia Canada's ongoing commitment to help local communities.

"Drive Change will be the conduit to heightening our brand awareness by reaching out to establish an emotional connection with consumers through both traditional and social media, thus differentiating Kia from other automotive manufacturers," she added.

As far as the TV ads, the first two that have been released showed how volunteers and Kia Canada employees — along with "the use of Kia vehicles," such as the Soul and Sorento models — were able to assist two groups in Ontario that were in dire need of a helping hand. These spots utilized time-lapse technology to showcase the steps taken to help these groups out.

The Second Base Youth Shelter in Scarborough, Ontario, was featured in the first ad. Apparently, the group's basketball court was "virtually unplayable," so Kia Canada did a full face-lift to the court and area around it.  It provided a new court surface, nets on the goal, players' benches and a garden.

Next up was a spot at Toronto Community Housing's Gilder Avenue location. This complex, too, required major grounds restoration. So, Kia Canada took feedback from residents and built in a common green space sitting area, sustainable vegetable gardens and a sectioned-off disposal area that was wheelchair accessible.