About Play Action

Play-Action is a comprehensive strategic consulting firm that uses its understanding of the X’s and O’s of Washington, D.C. to help clients solve problems, plan for the future, and win business.  To this end, Play-Action provides top-notch advocacy, stakeholder engagement, and strategic counsel.

Play-Action was founded and is led by James Norton.  He is a seasoned executive strategist, policy advisor, political operative, and communicator with extensive understanding of the federal government.


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    Way to Go! Nanami Horie, Port Washington

    Way to Go! Nanami Horie, Port Washington 


    June 27, 2016 1:00 PM 

    By Michael R. Ebert michael.ebert@newsday.com


    Nanami Horie, a fifth-grader at Guggenheim Elementary School, was the New York State winner of the Shade Foundation of America's 2016 Poster Contest.

    Nanami Horie, a fifth­grader at Guggenheim Elementary School, was New York State winner in the Shade Foundation of America’s 2016 Poster Contest. The competition, open to students in kindergarten through eighth grade, asked entrants to submit hand­drawn posters that showed at least five sun safety tips. Nanami’s poster, with the slogan “Be Sun Wise,” was a color drawing of young girls taking steps to guard against melanoma, including wearing sunscreen and protective clothing, using umbrellas at the beach and getting vitamin D by eating fish. 

    She received a Shade Foundation backpack, a sun safety kit and an award certificate in recognition of her creativity in spreading awareness and valuable tips for skin protection.

    Shade Foundation chairman James Norton noted that skin cancer is the most common form of cancer in the United States, with one in five Americans getting the disease. “We can teach children to protect themselves from ultraviolet radiation at a young age, decreasing their chance of developing skin cancer later in life,” he said.

    Nanami was encouraged to participate in the contest by her fifth­grade teacher, Natalie Miller. Six other students from Miller’s class earned UV wristbands for their participation.



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    Shade Foundation Announces Winners of the 13th Annual Sun Safety Contest

    WASHINGTON, DC – The Shade Foundation has announced that Alexia, a fourth grade student at the Fairfield Magnet School for Math & Science in Winnsboro, South Carolina, is the national winner of this year’s Shade Foundation Sun Safety Poster Contest.

    Now in its thirteenth year, the annual Sun Safety Poster Contest invited students nationwide to create original artwork that depicts the steps people should take to protect themselves from damaging U/V rays that can cause skin cancer, including avoiding tanning beds, using SPF 30+ sunscreen and wearing protective clothing. Students learn about these steps as part of their curriculum. Posters are judged on their sun safety educational value, in addition to creativity, originality, and overall quality of the artwork.

    “Since we started this poster contest more than a decade ago, more than 167,000 students across the country have submitted posters and learned about sun safety in the process,” said James Norton, chair of the Shade Foundation Board of Directors. “We are thankful to the students and teachers across the country who participated in this year’s contest and helped us educate children about the importance of sun safety.

    We also extend our sincere congratulations to Alexia, this year’s winner, for her terrific poster design.” As part of her prize, Alexia traveled to Washington, D.C. with her family and her teacher, Mrs. Kimi Daly. She was the guest of honor at a reception to be held by the Shade Foundation on Tuesday, Wednesday, May 24 at 5:30 pm at the National Association of Realtors, 500 New Jersey Avenue, NW in Washington, DC. Congressman Joe Wilson (R-SC) was among the special guests at the reception. Alexia and her family also toured the U.S. Capitol and met with U.S. Senator Lindsay Graham (R-SC).

    US Sen Lindsey Graham and Family


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    Norton to Speak at Campaign Tech East

    James Norton is a seasoned strategist, policymaker, and communicator offering expertise in homeland security, cyber security, defense, and public safety.

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    Hackers Update the Tactics of Nixon'x Plumbers

    In the field of epidemiology, public health professionals encounter viruses that mutate to become stronger and more aggressive than their original strains. In the campaign field, we are seeing the same phenomenon as dirty campaign tactics transition into the digital era. security.jpeg

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