Real Results

A Journey for 9/11

 

Issue

NFL legend George Martin, a Super Bowl champion and retired co-captain of the NY Giants, began "a Journey for 9/11" to raise national awareness about and funds for the medical treatment of thousands of World Trade Center workers who are now ailing as a result of their service. Beginning on Sept. 16, 2007, and concluding on June 21, 2008, Mr. Martin walked across the U.S. from New York to San Diego.

Insight

Generating national awareness for George Martin’s cause was essential to raising funds for ailing WTC heroes' health needs. Events along the 3,003 mile route were designed to produce national and local market impact. These included public events with mayors, governors and other civic leaders in 13 states. Along the route, Ground Zero workers, government officials, hundreds of local citizens, police and firefighters walked with George Martin.

Partnering with Winuk Communications, John Mooney handled hundreds of media inquiries and interview requests from across the country. Major events were staged in NY, NJ, DC, OK, AZ, and CA to build awareness for the historic walk. These included: the kick-off press conference held on the George Washington Bridge (the Journey starting line) and photo opp at Giants Stadium during halftime of the team’s home opener on Sept. 16, 2007; a bi-partisan press conference on Capitol Hill featuring Mr. Martin and six members of Congress sponsoring legislation in support of ailing 9/11 workers; a visit to the Oklahoma City National Memorial; media availabilities for George Martin (as a guest of the NY Giants) at the Super Bowl in Phoenix; "welcoming events" at state border crossings; and a massive "last mile" event and finish line ceremony in San Diego.

Impact

The national exposure resulted in numerous honors for George Martin and his Journey, including the Heisman Humanitarian Award, ABC News' "Person of the Year," and several p.r. awards for media relations. Mr. Martin was the subject of 750 national and local media interviews and thousands of news reports, resulting in hundreds of millions of media impressions. Coverage: ABC World News with Charles Gibson, Associated Press, CBS News, CNN, ESPN, FOX News, HBO, CNBC, NFL Network, NFL.com, SIRIUS – NFL channel, Giants.com, Sports Illustrated, SI.com, Sports Business Journal, Sporting News, The New York Times, NY Post, NY Daily News, Philadelphia Inquirer, Arizona Republic, San Diego Union Tribune, Oklahoman, Rocky Mountain News, Newark Star Ledger, Forbes, Philanthropy World Magazine, Philanthropy Magazine, Fire Chief, YES Network, and hundreds of local media outlets. To date, "a Journey for 9/11" has raised more than $2 million matched in medical services provided to WTC workers by three major hospitals in the NY metro area.