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       An all-out internet initiative revolved around a custom JCPenney Jam web- site on AOL Music. The site served as a portal to everything about the Jam and provided strategic links with jcpenney.com...jcpenneyafterschool .org...plus partner sites DrPhil.com and nfl.com.
The platform continued on Thanksgiv- ing Day 2006 as superstar Josh Groban spoke for the JCPenney Afterschool Fund on the CBS Thanksgiving Day Parade and performed his new single “You Are Loved”. Groban’s album “Awake” was featured as the 2006
JCPenney First Gift with all net profits going to support afterschool programs. From its beginnings in November
of 2005, the ongoing platform has spanned one full year. More than 100 million emotionally-charged consumer impressions have been made, while clearly positioning JCPenney and the JCPenney Afterschool Fund as socially responsible leaders.
    






























































































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