The Norman Agency Teams Up with NASCAR's Michael Waltrip to Raise Funds
-- and Awareness Through Radio PSAs -- for Operation Marathon
TORONTO, Dec. 1 - The next time you hear a radio commercial,
it may be helping send a severely ill child to camp. At least
that's what NASCAR Nextel Cup driver Michael Waltrip and The Norman
Agency of Toronto are hoping for.
NASCAR Nextel Cup driver and two-time Daytona 500 winner Michael Waltrip
has made a commitment to raise $1 million to benefit The Victory Junction
Gang Camp in an effort called "OPERATION MARATHON: Going the
Distance for Kids."
To support that effort, the international award-winning radio-creative
house The Norman Agency has made a commitment to donate 10% of their
gross revenues derived from "Operation Marathon" projects.
These are projects that begin with U.S. and Canadian advertisers saying
that they want to help Operation Marathon when they call The Norman
Agency to create new radio commercials for them.
"We're so thrilled to have The Norman Agency donate this
amount of money and time to Operation Marathon," says Michael
Waltrip. "Raising money for the Victory Junction Gang Camp is a
powerful incentive as I get ready for the Las Vegas Marathon, which
happens January 30 (2005), and those Normans have said they'll be
right behind me for as long as we need them."
The Victory Junction Gang Camp was founded by NASCAR Nextel Cup driver
Kyle Petty and his wife Pattie. Associated with Paul Newman's Hole
in the Wall Gang Camps, Victory Junction's purpose is to enrich the
lives of children with chronic illnesses by creating camping experiences
that are exciting, fun, physically safe and medically sound. The children
and their families pay nothing to attend this North Carolina based camp,
so operating costs must be covered by other sources such as OPERATION
MARATHON.
OPERATION MARATHON is an avenue for people to donate money to the camp.
Why did Canadian-based The Norman Agency choose Michael Waltrip's
OPERATION MARATHON as their charity of choice? "It's simply
the right thing to do. The first time I heard about The Victory Junction
Gang Camp, I knew I had to do something to contribute. These are kids
with illnesses who should be allowed to experience some fun. Who would
think of the border as a restriction for compassion?" says Jim
Norman, President and Creative Director of The Norman Agency.
Canadians love NASCAR racing. NASCAR is the top-rated motor sport on
Canadian television. In fact, it's estimated that up to 10 percent
of all tickets sold for NEXTEL Cup races held close to the border are
bought by Canadians. And the Canadian Connection to NASCAR goes way back.
Remember, for example, that NASCAR legend Richard Petty made his NASCAR
debut in Toronto in 1958.
"And here at the agency, we're huge NASCAR fans. It's a
requirement of the job to follow NASCAR. It helps promote employee
chatter on Monday morning," Norman chuckles.
The Norman Agency has also created a series of radio PSAs for OPERATION
MARATHON, all of which feature Michael Waltrip.
"What a blast to write for him," enthuses Norman.
"I've written commercials for performers from Saturday Night
Live and Second City, actors who have appeared on Broadway but never for
a guy who's won the Daytona 500 twice!"
-www.thenormanagency.com
