• by Erik Sass  @eriksass1, November 6, 2012

Hurricane Sandy killed at least 110 people, left tens of thousands of people homeless, and inflicted at least $50 billion of damage on the East Coast. With more severe winter weather about to descend on the region, relief organizations are working overtime to help people affected by the storm and its aftermath, and now they’re getting some additional help from the Ad Council.
 
The Ad Council has joined forces with a coalition of public and private organizations to produce and distribute public service advertisements for TV, print, and Web encouraging Americans to donate to relief organizations.

This rapid response was possible because the coalition had already been formed to respond to the tornadoes in Joplin, MO in 2011, and developed ad creative that can be repurposed for a variety of disaster situations.
 
In addition to directing viewers to a dedicated Web site, Sandy.AdCouncil.org, with a list of charities soliciting donations, the ads emphasize that monetary contributions are more effective than material contributions (e.g. canned food and blankets) because they allow relief organizations to direct resources where needed.
 
Coalition members include the Center for International Disaster Information, the U.S. Agency for International Development, The UPS Foundation, the National Voluntary Organizations Active in Disaster and InterAction.

The Sandy spots were developed by Free Range Studios and RadioFace, while digital distribution was donated by DG and Laser Video Corporation contributed editing services.
 
Ad Council PSAs are distributed to broadcasters, cable operators, and print and online publishers nationwide, which may choose to run them in donated media inventory.