To mark Barrett-Jackson’s half-century in business, in this special series we’re taking a look back at some of our favorite moments from the past 50 years – as well as some little-known facts about The World’s Greatest Collector Car Auctions.
In January 2018 at the Scottsdale Auction, Barrett-Jackson launched its first-ever yearlong charitable initiative. Creatively branded as Driven Hearts, the campaign’s goal was to raise much-needed funds and awareness for the American Heart Association and its mission to educate people about heart disease and stroke. Barrett-Jackson utilized a number of methods to achieve this, including the sale of merchandise (a set of four collector license plates, as well as special t-shirts and tank tops), on-site donation boxes, a text-to-give option, prominent signage and messaging around the auction sites, and a partnership with Hotels for Hope (through which a portion of each hotel room night booked benefits the AHA).
Arizona drivers were able to show they were collector car fans and help promote awareness of heart health at the same time by purchasing the first-ever state-issued Barrett-Jackson license plate. A portion of each plate fee goes to Barrett-Jackson Charities, earmarked for the American Heart Association. The six-character plates – which cost $25, with $17 from each plate sold benefiting the AHA – are still available for purchase in person at any Arizona Motor Vehicle Division office or online at ServiceArizona.com.
The most powerful impact made, however, proved to be on the unique platform that only Barrett-Jackson can provide: the auction block itself. Thanks to the incredible generosity of partners, donors and bidders, a number of vehicles were sold to benefit the AHA over the course of the year. In total, more than $1.1 million went to this important cause in 2018 directly from the auction block.
Even more importantly, the story of Driven Hearts made its way to millions of online readers, television viewers in 244 countries and territories, and more than 525,000 Barrett-Jackson auction-goers. By the end of the year, the educational, inspirational campaign had reached millions with its important message. The Driven Hearts campaign saw an incredible 2.65 billion media impressions, achieved an estimated $3.8 million in media publicity and #DrivenHearts reached 100 million users on social media.
Barrett-Jackson was very honored that, in June 2019, Carolyn Jackson, vice president of brand strategy, who spearheaded the massive Driven Hearts campaign – received the 2019 American Heart Association Award of Meritorious Achievement. This is the highest award given to a layperson by the AHA.
The award really goes to each and every person who came along for this important ride with Barrett-Jackson, purchasing license plates and special merchandise, generously donating vehicles, bidding from the heart, hosting fundraising events and so much more. Barrett-Jackson is tremendously grateful to the entire collector car community for its support of the Driven Hearts campaign and working with us to slam the brakes on heart disease and stroke.
In January 2018 at the Scottsdale Auction, Barrett-Jackson launched its first-ever yearlong charitable initiative. Creatively branded as Driven Hearts, the campaign’s goal was to raise much-needed funds and awareness for the American Heart Association and its mission to educate people about heart disease and stroke.