AARP and Wunderman team up on innovative cause-driven NASCAR partnership
2 November, 2010
JEFF GORDON WILL “DRIVE TO END HUNGER” BEGINNING IN 2011
— Wunderman Motorsports, the Charlotte based arm of Wunderman and a part of the WPP Group, has teamed with AARP and the AARP Foundation to create an unprecedented three-year initiative with NASCAR superstar Jeff Gordon beginning in 2011.
Drive To End Hunger will be the majority sponsor of Gordon’s number 24 Hendrick Mototorsports Chevrolet for 22 races, and is the first new majority sponsor for Gordon in his 18 year NASCAR Cup career. The partnership is designed to address the growing problem of hunger among older Americans, including 6 million over the age of 60.
With Gordon as its spokesperson, Drive to End Hunger will help the millions of older Americans who are facing hunger across the United States. The effort will engage the NASCAR fan base, corporations and charitable organizations via a text-to-donate program; activation at racetracks across the country; further research on the causes and consequences of hunger in older Americans; and an innovative national grant program that will provide resources to address the problem at a local level.
"Hunger is a hidden problem that millions of older Americans are battling silently. In fact, between 2006 and 2008, the percentage of seniors struggling with hunger more than doubled," said Jo Ann Jenkins, AARP Foundation president. "NASCAR fans are among the most charitable, community-minded sports fans in the country, and they have a track record of commitment. With the help of Jeff and the Hendrick team, we will make the most of this unprecedented opportunity to end the struggle that so many older Americans have with hunger."
Andrew Campagnone, Sr. Vice President of Motorsports for Wunderman, initiated the relationship with AARP and developed the concepts behind this landmark cause-driven sponsorship. Wunderman will be retained by AARP to implement the Drive To End Hunger motorsports activation strategy, and will be responsible for identifying potential co-marketing partners for the program.
With the marketing power of Jeff Gordon and the influence of the AARP and Drive To End Hunger, there is a great opportunity for the clients of WPP agencies to become founding partners of a program that combines sports sponsorship with cause marketing. WPP agencies are invited to contact Andrew Campagnone, VP, Motorsports,
Wunderman Charlotte (email@example.com
) for additional information on the program. Contact
+ 1 firstname.lastname@example.orgAbout Wunderman
Wunderman is the original architect of response-driven marketing, an estimated trillion dollar global industry. With 50+ years of experience, 130+ offices in 55+ countries and 15 specialized companies, Wunderman stands as the first name in advertising that delivers customer conversations that build brands and generate sales. Wunderman, part of Young & Rubicam Brands, is a member of WPP (NASDAQ: WPPGY).