In response to the destruction and devastation caused by the earthquake in Haiti, The Advertising Council and the American Red Cross today (Jan 22nd) launched a national television public service advertisement (PSA) featuring Morgan Freeman, Jake Gyllenhaal, Tim McGraw, Julia Roberts, Meryl Streep and Reese Witherspoon.
In the television PSA, the celebrities encourage all Americans to support relief efforts for the Haitian citizens impacted by the earthquake by donating to the American Red Cross. Viewers are directed to visit www.redcross.org, call 1-800-HELP-NOW or text “HAITI” to 9-0-9-9-9 and $10 will be given automatically to the American Red Cross.
Created pro bono by GSD&M Idea City, with the Creative Artists Agency Foundation helping to coordinate the talent, the PSA is available in :30 format. A Spanish-language TV spot, featuring actress Eva Longoria, will also be available to the media next week. Per the Ad Council’s model, the PSAs will air in advertising time that will be donated by the media.
“Since last week’s devastating earthquake, we have seen an outpouring of generosity from Americans, who have given their money, their time and their talent to help the victims in Haiti recover,” said Peggy Conlon, president & CEO of the Ad Council. “We are so grateful to the many celebrities who immediately agreed to lend their support and voice to this PSA, and we thank the CAA Foundation for their help. We will continue to do what we can to support the Red Cross and others who are helping the victims rebuild their lives during this long-term relief effort.”
The Ad Council and the American Red Cross produced and distributed television and radio PSAs featuring First Lady Michelle Obama within days of the earthquake in Haiti. All of the major broadcast and cable networks offered their support for the PSAs prior to their launch. Additionally, earlier this week, the Ad Council joined with the Clinton Bush Haiti Fund to distribute a PSA featuring the former Presidents to encourage all Americans to support the immediate and long-term relief efforts.
“It is clear that what took minutes to destroy will take many years and the collective support from governments and relief agencies across the world to help mend,” said Gail McGovern, president and CEO of the American Red Cross, who was in Haiti earlier this week. “Terrible times like these bring out the best in people, and we are grateful for the support being given to the American Red Cross. We are going to do everything we can to help the people of Haiti, and this generosity will help thousands of survivors cope with and recover from their losses.”
Magno Sound & Video donated their services for the PSA production and DG-FastChannel Network and The AdSpot have donated their services for the digital distribution. Furthermore, the National Captioning Institute has donated their closed captioning services.
Additionally, the National Association of Broadcasters (NAB) and the National Cable & Telecommunications Association (NCTA) have offered their support by engaging their members and helping with PSA distribution.
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