BUDAPEST, Hungary – A special Ford Kuga decorated with famous passages of poetry will go on tour in Hungary later this month to help celebrate National Poetry Day.
The smart SUV will visit villages in poor regions on April 11th, delivering poetry biscuits to young children in a bid to encourage interest in poetry and reading.
The Kuga and the biscuits will all feature quotes from early 20th century Hungarian poets, Endre Ady and Attila József. The campaign has been organised by a charitable organisation called National Cookie Bank.
“One of the objectives of our campaign is to focus attention on the fact that the time spent by average Hungarians reading is constantly decreasing,” spokesman Péter Éskovács explained. “In 1987, the proportion of people who read books was 12.8 per cent, whereas this figure is around only seven per cent today. And even less time is spent reading poetry.”
Zsombor Varga, Ford’s PR and communications manager in Hungary, said the Kuga could help reduce stress levels for other drivers waiting at the lights or stuck in heavy traffic.
“Poetry has a very relaxing influence on people so hopefully the Kuga will bring some peace to other road users as well as fulfilling a cultural mission,” Varga told @Ford. “The poetry of Endre Ady and Attila József are a very important part of our cultural heritage, and we are happy to contribute to the efforts of the Cookie Bank aimed at persuading as many people as possible to read more in general, and to read poetry in particular.
“In addition, we will be inviting the 30,000 followers of the Ford Hungary Facebook site
to suggest the quotes they would most like to see on the Kuga and three most popular ones will appear on the car.”