Subaru is launching its 12th annual “Share the Love Event” with an ad campaign through national, broadcast, digital and streaming platform integrations including video partners such as Hulu, Roku and YouTube. 

The campaign is an extension of the automaker’s national charity efforts with The American Society for the Prevention of Cruelty to Animals (ASPCA), Make-A-Wish, Meals on Wheels America and National Park Foundation. Subaru created five television spots that bring to life stories of those impacted by its philanthropic work with national charity partners. The emotive spots will air in 30- and 60-second formats on national television and 30- and 15-second formats in targeted digital and social media promotions.

To reach niche audiences, this year Subaru will participate in a series of episodes on the “Science Vs” podcast where local Subaru retailers share how the event has helped them make differences in their hometown charities.

Now through January 2, the automaker will also donate $250 to customers’ choice of charity when a vehicle is purchased or leased at one of its 632 retailers nationwide.

Cause marketing through its “Share the Love Event” has helped Subaru establish itself as more than just an automaker for the past decade. For the duration of the campaign, Subaru and its retailers have donated to the aforementioned charities as well as 1,220 additional hometown charities. By the end of its twelfth event, the company will have given $170 million.

In the latest fiscal year, however, Subaru’s operating profits plunged by almost half. Its net income dropped 33 percent and revenue declined 2.2 percent. Subaru’s earnings were undercut by quality problems including costly recalls and a temporary production shutdown in Japan.