Presented by:

NACON 2007
 

Date presented:

September 1, 2007

Citation (in part)

"Demonstrating extraordinary corporate insight and marketing expertise, Mr. RUSSELL spearheaded a ground-breaking and ambitious endeavor that promoted recreational boating safety advertisements in a unique venue for American consumers.  Exercising superior teamwork and negotiating skill, he worked closely with representatives of the Kellogg's company and the Wal-Mart corporation to create packaging advertisements that featured children wearing lifejackets along with the campaign's slogan, "Wear a Lifejacket!"  These advertisements were prominently displayed on over 1.5 million boxes of Kellogg's cereals and snack products that were carried on the shelves of more than 3,800 Wal-Mart stores across the nation.  The advertisements delivered other essential boating safety information including ways to obtain boating safety courses and free Vessel Safety Checks along with Coast Guard Auxiliary web site and toll-free contact information.  As a direct result of Mr. RUSSELL's tireless and spirited efforts, the American public gained an unprecedented level of exposure to the vital tenets of recreational boating safety and the purpose, missions, and value of the Coast Guard Auxiliary."