Peter Weedfald, the former Samsung marketing guru responsible for such high-profile campaigns as the Four Seasons of Hope celebrity charity program, has launched his first such effort for Circuit City since joining the chain last summer.
Weedfald's latest benefit program, "firedog Across America," uses Circuit City's new IT and custom install services offering as a platform for honoring and rewarding professional and volunteer firefighters.
The nationwide contest will award $650,000 in prizes to local firehouses based on essays submitted online, including a grand prize of $100,000 and 10 firedog home "techovers," valued at $10,000, to the authors of the winning submissions.
"We hope 'firedog Across America' demonstrates the appreciation that people have for the men and women who help to keep us safe," Weedfald said.
Circuit City kicked off the campaign earlier this month with an appearance by former New York City Mayor Rudy Giuliani at a Manhattan firehouse, where he accepted a $100,000 donation from the retailer for the National Law Enforcement and Firefighters Children's Foundation, a New York-based organization dedicated to helping children of law enforcement and firefighting personnel whose lives were lost in the line of duty.
Circuit City also donated an additional $100,000 to the FDNY Foundation during the ceremony.