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Kia Canada readies Drive Change Day promotion
Automaker Kia Canada will conduct a third annual "Drive Change Day" promotion on Aug. 21. The social responsibility initiative is intended to foster "positive change" in participating communities nationally. The campaign this year, being conducted in association with MADD Canada, will focus on road safety. The company will encourage consumers to visit a website at MapOfHope.ca to take a pledge to drive sober. National television advertising in support of the initiative will run on Shaw Media properties Global TV, HGTV and Food Network, and Quebecor Media properties TVA, LCN, Casa, Addik and Mlle. The ads feature personalities such as Kia Canada COO Maria Soklis, ET Canada host Rick Campanelli, Maple Leaf Sports & Entertainment president Tim Leiweke, automotive journalist Jim Kenzie, Brad Diamond of Motoring Television, MADD Canada CEO Andrew Murie, Montreal Impact president Joey Saputo, Accès Limité host Anouk Meunier. These personalities will also participate in various public events leading up to Aug. 21. "By building awareness with MADD Canada, we hope to reduce the daily average of four Canadians being needlessly killed, and an additional 200 individuals hurt, as a result of impaired crashes on roadways across the nation," said Soklis. "In addition to our focus on road safety, we are excited to be able to offer Canadian charitable organizations the chance to use one of four of our vehicles for two years to drive change across Canada."