It’s been a long day,”
Max Keeping confides as he sits down in his office at CJOH-TV.
“I was out selling newspapers at six o’clock this morning
for the Ottawa Citizen’s literacy campaign.”
But that was only the beginning. The rest of his day is chocked-full
of speeches, guest appearances and fundraising events.
This is common fair for the well-known journalist and community
activist. Outside his duties as vice-president of news and head
anchor at CJOH, Keeping’s list of activities includes everything
from CHEO spokesperson to honourary chair of the Children’s
Wish Foundation.
Later this month, Keeping will collect his latest accolade for
public involvement, an Award at the second annual Peace Prayer
Day hosted by the Friends of Peace, a non-profit group dedicated
to promoting social activism in Ottawa.
“Max was chosen as a recipient of the Peace Award in recognition
for his tireless efforts through his foundation to bring support
to many people in the city community,” Ian Prattis, a spokesperson
for Friends of Peace explains.
The Max Keeping Foundation was created in 1995 to respond to
children and their families who were not being helped by other
charities in Ottawa.
“Kids health, making kids a part of the community, giving
kids a voice in the community, advocating on behalf of kids,
this is where I’ve spent most of my energy in the last two
decades.”
Born in Grand Bank, Newfoundland, Keeping, 62, became a sports
writer for The Evening Telegram, the largest daily newspaper
in Newfoundland and Labrador, at age 14. From there, he moved
into radio and in 1965, moved to Ottawa to pursue journalism
at the CFRA, CTV National News, and finally at the network which
the public has accustomed, CJOH. For the past 32 years, he has
become a local fixture and a familiar face to Ottawa residents.
Keeping explains that for the first seven years he was in Ottawa,
he was the “Newfie Cowboy,” playing as hard as he worked.
But after coming to CJOH as a news director, Keeping decided
to see how he could handle an entire newsroom.
“It was time for me to see whether I had any managerial
capabilities whatsoever,” he recalls. “And after only
a month, the owner [of CJOH] asked me when I was going to start
reading on air.”
It seems Keeping is almost as well known in Ottawa for his participation
in community events as he is for his work as a broadcaster. He
says he feels community involvement is part of his responsibility
as a broadcaster.
“I first started going to the rural areas outside of Ottawa
and getting to know the Ottawa Valley and letting them know who
I was. Then I started to do more in [Ottawa] neighbourhoods.”
Once Keeping revealed his penchant for people, everyone and his
dog began requesting his endorsement. From visiting seniors’
homes to singing in a local band called the Ottawa Valley Melodeers.
“I think what I’ve been able to do is use television
to the benefit of the community to reach [peoples’] emotions,”
Keeping explains. “We look for things to celebrate in the
community.”
Keeping has a particular interest in helping and educating the
young people of Ottawa. He is actively involved in initiatives
promoting youth participation in the community.
“I enjoy the company of young people, I enjoy hearing new
ideas,” he says. “I spend a lot of time encouraging
young people to get involved and tell us what they think and
a lot of time encouraging grown-ups to stop and listen.”
But Keeping’s interest in helping children does not end
with education and discussion. His office walls are adorned with
a myriad of photos depicting Keeping with the sick and needy
children he has been devoted to for most of his career at CJOH.
Twenty years ago, Keeping was a key figure in Ottawa efforts
in establishing its own children’s healthcare facility through
a series of telethons. Looking back, he says that his work with
CHEO and with sick children is the most rewarding.
“I believe the hospital to be so important and the staff
magnificent,” Keeping lauds. “[CHEO] was started by
the community. They raised $6 million and went to the government
and said ‘we want a hospital, we’re tired of sending
our kids to Toronto.’ And they got one.”
Fred Bartlett, president of the CHEO Foundation, says Keeping’s
dedication has been important to the success of his organization.
“Max is a great ambassador for the hospital,” Bartlett
says. “He can always be counted on to help promote the events
we have and to be involved.”
In December 2002, CHEO unveiled the Max Keeping Wing, which accommodates
rehabilitation and information services ,as well as doctors’
and management offices.
“We named a wing of the hospital after him to [show our
appreciation],” Bartlett explains.
“The kids have been the greatest influence in my life,”
Keeping declares as he points to a large painting of himself
and Donnie, a terminally ill teenage boy, hanging next to his
office window. Some years ago, Keeping gave Donnie the experience
of a lifetime when he brought him to the North Pole on the Concorde
supersonic jet.
“By the time we got back from the North Pole he had won
over everybody on the plane, and for the next nineteen months
before he died, Donnie showed all of us what living is all about.”
Keeping says Donnie was the first of many sick young people at
CHEO who inspired him to continue promoting the hospital and
inspired him in his own battles.
Last May, Keeping was diagnosed with prostate cancer. While the
cancer has been contained, over the next few months, Keeping
will undergo surgery, hyperbaric chamber and hormone treatments
before he can be sure the cancer is gone.
“I feel incredibly fortunate that it’s a cancer that
was caught early and can be cured.”
Going public with his disease was a conscious decision on Keeping’s
part and while he claims he never wanted to be the ‘poster-boy’
for prostate cancer, he says he has been inundated with prayers,
cards and best wishes from his viewers and has accepted a number
of invitations to talk about it.
Raising money for sick children has given Keeping a positive
attitude toward his illness.
“How could I feel sorry for me?” he asks rhetorically.
“I’ve met too many kids with greater challenges everyday.”
Keeping is adamant that he has a lot left to accomplish and retirement
is still a long way away.
“People say I’m as old as the Parliament Buildings,”
Keeping jokes. “But I don’t let it get me feeling old
because I feel very young. I hope I’ll know when it’s
time to [retire], even with cancer I’ve got more energy
than most people.”
Keeping’s schedule continues to be hectic.
Speeches to the business community on behalf of charity, appearances
at elementary schools and talks to public service workers about
donating to their workplace campaigns are all in his datebook.
But he takes it all in stride.
“Tomorrow, today, what am I doing? I’m telling people
how money donated in the community goes to work,” Keeping
concludes with a knowing smile. |