Advance Auto Parts is dedicated to public involvement, social responsibility and community engagement.  Christina Motley led the internal fundraising and charitable campaign efforts for 43,000 employees across 3,000 stores in the United States, Puerto Rico and Virgin Islands, raising $12 million in team member contributions for Juvenille Diabetes Research Foundation (JDRF) in 12 years.

The strategy was an integrated marketing campaign involving all communication channels, including Advance Auto Parts’ TV, cascading communication from  C-level Executives and the Leadership Team to store team members and all corporate employees. Mixed media  involved creating  a micro-website on the corporate Intranet, regular messaging across all internal communication channels (print, online, email, pay stubs, e-zines, etc.),  a kick off corporate event, a silent auction, true stories from children who lived with juvenile diabetes and special give-away promotions. 

ABOUT ADVANCE AUTO PARTS:  Headquartered in Roanoke, Va., Advance Auto Parts, Inc., a leading automotive aftermarket retailer of parts, accessories, batteries, and maintenance items, in the United States, serves both the do-it-yourself and professional installer markets.  As of April 19, 2013, the Company operated 3,969 stores in 39 states, Puerto Rico, and the Virgin Islands.  Additional information about the Company, employment opportunities, customer services, and online shopping for parts, accessories and other offerings can be found on the Company’s website at