This year during the Super Bowl, Kia will use their ad spot to shine light on the crisis of youth homelessness in the U.S. Each year, 4.2 million children in the U.S. experience some level of homelessness according to Covenant House.
In a commercial known as “Give it Everything” the company will showcase their charitable giving as well as bring awareness to the cause. For every yard gained during the game, Kia will donate $1,000 to three charity partners dedicated to solving the issue of youth homelessness: Covenant House, Positive Tomorrows, and StandUp for Kids.