Wunderman Motorsports, the Charlotte, N.C.-based unit of WPP's Wunderman, united with AARP and the AARP Foundation to create the Drive to End Hunger. The Drive will be the majority sponsor of Gordon's No. 24 Hendrick Motorsports Chevrolet for 22 races.
Gordon will act as spokesman for Drive to End Hunger, which will raise funds to help the growing number of older Americans facing hunger. According to Wunderman Motorsports, 6 million Americans older than 60 are dealing with hunger issues.
Drive to End Hunger will target the NASCAR fan base, corporations and charitable organizations through a text-to-donate program; fund research on the causes and consequences of hunger in older Americans; and create a national grant program for local resources.
Andrew Campagnone, senior VP, Wunderman Motorsports, developed the effort and initiated the sponsorship with AARP. Wunderman will implement the Drive to End Hunger motorsports activation strategy and will be responsible for identifying potential co-marketing partners for the program—including current WPP clients.
"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, in announcing the effort. "With the help of Jeff and the Hendrick [NASCAR] team, we will make the most of this unprecedented opportunity to end the struggle that so many older Americans have with hunger."