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HSF Highlighted as Part of National Toyota Holiday Campaign

Dec 09, 2021

December 9, 2021, LOS ANGELES – It’s the holiday season, and this year Toyota is collaborating with Hispanic Scholarship Fund (HSF), one of the nation’s largest nonprofit organizations supporting higher education, to #sharethejoy through an uplifting commercial and social media campaign.

One of two holiday commercials from Toyota, “Nora’s Joy,” brings a timely message of happiness and giving-back to audiences. It is the story of a young woman who finds the ability to magically capture her emotions in jars, where she keeps them locked away in shyness. Inspired by the holiday happiness around her, she releases her feelings of joy and good-will with all who have touched her life in one way or another throughout the community, lighting up the night sky.

“HSF helps bring joy and open up a world of possibilities,” said Peggy Turner, vice president, Toyota Social Innovation, and HSF board member. “We invite everyone to follow Nora’s lead by sharing their joy with loved ones, near and far, during the holidays.”

It’s simple to join in to #sharethejoy. Visit the @ToyotaLatino Instagram channel and share a digital joy jar post. If you are up to it, include a thank you to those that have brought joy to your life. For every share of a joy jar, Toyota will make a donation to HSF, up to $50,000, through January 3, 2022.

“For more than 20 years, HSF and Toyota have come together to support students, their families and the community, helping to transform lives,” said Fidel Vargas, president & CEO, Hispanic Scholarship Fund.

“To get started with this holiday campaign, I would like to share my joy in seeing students accomplish their dreams and thank all the dedicated teams who help make this a reality,” added Vargas.

About Toyota
Toyota (NYSE:TM) has been a part of the cultural fabric in the U.S. for more than 60 years, and is committed to advancing sustainable, next-generation mobility through our Toyota and Lexus brands, plus our nearly 1,500 dealerships. Toyota has created a tremendous value chain and directly employs more than 36,000 in the U.S. The
company has contributed world-class design, engineering, and assembly of more than 30 million cars and trucks at our 9 manufacturing plants, 10 including our joint venture in Alabama that begins production in 2021. To help inspire the next generation for a career in STEM-based fields, including mobility, Toyota launched its virtual education hub at with an immersive experience and chance to visit many of our U.S. manufacturing facilities. The hub also includes a series of free STEM-based lessons and  curriculum through Toyota USA Foundation partners, virtual field trips and more. For more information about Toyota, visit

About the Hispanic Scholarship Fund
Founded in 1975, the Hispanic Scholarship Fund (HSF) empowers students and parents with the knowledge and resources to successfully complete a higher education, while providing support services and scholarships to as many exceptional students, Scholars, and Alumni as possible. HSF strives to make college education a top priority for every family across the nation, mobilizing communities to proactively advance that goal—each individual, over a lifetime, in every way they can. HSF also seeks to give its
Scholars all the tools they need to do well in their course work, graduate, enter, and excel in a profession, help lead our nation going forward, and mentor the generations to come. As one of the nation’s leading nonprofit organizations supporting higher education, HSF has awarded over $675 million in scholarships and provides a broad range of programs and support services for students, parents, HSF Scholars, and HSF Alumni. For more information about HSF, please visit

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