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July 2008 - Strategy Magazine
Upfront

Honda dreams in green

by Annette Bourdeau
page 11

Honda's global Earthdreams program is waking up in Canada with the announcement of the first Canuck-specific activation.

The auto co is partnering with Ottawa-based Clean Air Champions (CAC), which engages high-profile athletes like MJ McCann and Caroline Calve to promote green practices. CAC has an extensive in-school advocacy program that caught Honda's eye. "There's a direct relationship between our mandate and CAC going to schools to speak to kids," says Jerry Chenkin, EVP at Toronto-based Honda Canada.

Earthdreams was founded by the Brackley, U.K.-based Honda Racing F1 Team in 2008. Since its launch, it has rolled out in 10 countries worldwide. The program funds environmentally friendly projects as part of the company's CSR efforts, and to reinforce Honda's image as eco-friendly (for an auto-co, anyway).

"All of Honda's products are developed with the environment in mind," says Chenkin, adding that that includes motorcycles and boats as well as cars.

The CAC partnership was announced at last month's Montreal Grand Prix. All of Honda's F1 vehicles carried Earthdreams messaging, rather than selling off the lucrative ad space.

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