National Press Release

Southern California Honda Dealers Association Celebrates Efforts of Inspiring Individuals with 2009 Honda Vehicles During Special Presentation at Petersen Automotive Museum, January 14th

LOS ANGELES, Jan. 7 /PRNewswire/ -- The Southern California Honda Dealers Association (www.socalhonda.com), known for its innovative and irreverent "Helpful" campaign, has determined the recipients of the upcoming 2nd annual Honda Helpful Awards, a commemorative event honoring Helpfulness among residents in Southern California. Selected from over 800 nominations submitted to the Association last fall, a handful of individuals who dedicate their lives to helping others will be surprised with a brand new 2009 Honda vehicle at an invitation-only gathering, taking place on Wednesday, January 14th, 2009 at the Petersen Automotive Museum in Los Angeles, California.

During the submission period, Southern Californians were invited to nominate a helpful member of their community whose life would be significantly improved by a new Honda. The application required each nominator to include a written explanation outlining the reason(s) the nominee should be awarded a new car, how the car would allow them to expand their helpful mission, and which Honda model would benefit them the most. The Awards were promoted in participating dealerships, through a variety of local and national volunteer organizations and online communities, and via field teams commonly referred to as the "Honda Guys and Girls in Blue." Nominations were valid for California residents only and were accepted for consideration online, through standard mail, or in dealership entry boxes.

The efforts of those chosen to receive this year's Honda Helpful Awards range from supporting transportation, shelter, food and rehabilitation programs for homeless veterans; caring for a disabled child and assisting in his efforts to spread his inspirational message to other children with disabilities; and donating homes to launch an organization that provides food, shelter and job placement programs for recovering addicts and victims of domestic abuse.

"At a time when so many companies and families are struggling to make ends meet, it's very inspiring to receive so many nominations describing individuals who continually put others before themselves," said campaign spokesperson, Patrick Adams, managing director of Secret Weapon Marketing. "While so many companies have been asking for handouts, Honda is going the opposite direction - they're helping out."

"We're looking forward to kicking off the New Year with the 2nd annual Honda Helpful Awards," Adams added. "The people selected truly embody the spirit of the campaign and encourage others to spread its message."

The Honda Helpful Awards were established to celebrate the generosity of Southern California residents, and highlight the positive impact each makes within the community. Over 500 nominations were received for the inaugural event, held on January 22nd, 2008 at the Santa Monica Pier, and three deserving winners were recognized for their work rescuing and sheltering animals from environmental disasters; caring for and educating at-risk and autistic children from low-income families; and delivering meals and developing programs to improve the lifestyles of senior citizens.

For more information, please visit www.socalhonda.com.

About Honda Helpful

Launched in January 2007, Honda Helpful is an innovative and multi-layered advertising and marketing program representing 60 dealers from various cities across Southern California. Conceived by creative marketing agency, Secret Weapon Marketing, Honda Helpful serves to increase awareness for individual dealer experiences and create a unified voice through an evergreen message. The program enhances the TV, radio and outdoor impressions by bringing its philosophy to the streets and demonstrating the Southern California Honda Dealers' commitment to being Helpful.

Most recently, Honda Helpful has assisted homeless shelters with warm meals and care packages; visited local beaches and parks with sunscreen packets, lip balm and bottled water; responded to high fuel costs by treating drivers to complimentary gas; kept people dry from the rain with unexpected umbrella escorts; and provided shoppers with assistance carrying groceries and supplies at hardware stores and super-markets across Southern California. For more information, visit www.SocalHonda.com.

SOURCE Southern California Honda Dealers Association