Honda is due to launch a £550,000 advertising campaign in local newspapers.
The Japanese manufacturer's initiative will promote its new green hybrid car this summer and teamed up with volunteering website do-it.org.uk to highlight the environmental and social benefits of the new vehicle.
The slogan 'Everybody wants to be good' will run in 162 daily and weekly newspapers and on more than 150 local media websites from the end of this month until mid-October.
The campaign will be backed by the Newspaper Society's Featurelink website, urging readers to find out about volunteering opportunities in their area.
NS marketing director Robert Ray said local media is the most influential at crucial points in the car-buying process and, with this campaign, Honda is set to benefit from that strength.