Kia Victoria’s 10,000 Socks Campaign

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🧦 How a Simple Idea Doubled in Warmth

When Cool Aid first approached us back in 2020, they were in a tough spot. The 10,000 Socks campaign had been running for more than 15 years, but that year, fundraising was harder than ever. Donations had dropped due to the pandemic, and Cool Aid had only raised half of their $10,000 goal.

We knew what that felt like—those moments when your heart’s in the right place, but the dollars just don’t stretch far enough. So, we stepped in with the missing funds and a promise to become a partner in the campagin the following year.

Since then, the partnership between Kia Victoria and Cool Aid Society has grown into something truly special. Using a bit of that “car-sales know-how,” we put our marketing skills to work to drive community support for one of the simplest, most impactful local causes around.

And it worked.

• In 2021, together we raised a whopping $30,000+.
• In 2022, $23,000+.
• Another $23,000+ in 2023.
• And nearly $17,000 in 2024.

That’s well over $90,000 raised since 2020, all staying right here in Southern Vancouver Island and the Gulf Islands.

🧦 Why Socks?

It might sound simple, but socks are one of the most requested—and most overlooked—essentials for people experiencing homelessness. When your feet are constantly cold and wet, it’s not just uncomfortable; it can lead to serious health issues like infections and frostbite. Clean, dry socks can literally mean the difference between staying healthy and ending up in the hospital. Cool Aid’s health outreach team treats dozens of people each week who rely on something as basic as a new pair of socks to stay safe. That’s why we love this campaign so much—it’s simple, it’s practical, and it makes a real difference right here in Victoria.

🧦What is the 10,000 Socks Campaign?

The campaign may be called 10,000 Socks, but it’s about much more than socks. Each year, we buy those pairs directly from Perri’s Socks at a huge discount—so every dollar goes further. And because we can purchase in bulk, $1 literally buys a pair of warm quality socks. Every dollar raised over and above our $10,000 bill helps Cool Aid buy other critical cold-weather items like underwear, long johns, gloves, and toques. That’s no admin overhead, no waste—just practical help for people who need it most.

What we love most is how simple this campaign is. Every $1 donation = one pair of socks, and with Kia Victoria’s match, that becomes two pairs. It’s affordable for anyone to take part, and you can see the difference immediately. In a world full of complex fundraisers and big asks, this one’s pure, direct, and meaningful.

🧦 10,000 Socks at Kia Victoria

The 10,000 Socks Campaign is hands-down our favourite community project of the year. It’s also deeply personal for us. It brings our whole team, our customers, and our community together around something that just feels good—because it is good.

Right now, if you visit our showroom, you’ll see the 10,000 pairs of socks stacked proudly by the window—ready to head out next week to those who need them most. Those boxes represent generosity, compassion, and a whole lot of heart from our community.

We’re so proud of what we’ve built together with Cool Aid—and we’re not done yet. Every tap, every dollar, every share on social media keeps the warmth spreading further.

🧦 How Can I Donate?

👉 Donate at coolaid.org/socks

Because something as small as a pair of socks can make a big difference—and every $1 makes two.

🧦 Why Kia Victoria?

At Kia Victoria, giving back is part of who we are. From our long-running partnership with the Cool Aid Society and the annual 10,000 Socks Campaign, to ongoing support for local shelters, food drives, and community programs across Greater Victoria, we’re proud to help make Vancouver Island a warmer, kinder place. We believe that community is everything—and that even small acts of generosity can make a big difference. Learn more about our initiatives and how you can get involved at kiavictoria.ca/community.