In November 2013, Typhoon Haiyan ripped through the Philippines, destroying essential public infrastructure and displacing many from their homes. Initial estimates indicated that the disaster affected over 11 million people and that more than four thousand lost their lives. In response, the Ad Council launched a campaign to encourage Americans to make financial contributions to organizations conducting relief operations.
The PSAs illustrate the benefits of monetary donations and highlight that even a small donation can make a big impact. They direct audiences to PhilippinesRelief.AdCouncil.org, which includes links to donate to relief organizations providing the most relevant and necessary supplies and services to those in need.
The Ad Council was able to act quickly after the typhoon as a result of a partnership with a disaster relief coalition of humanitarian and aid organizations. The coalition formed with the goal of developing consistent messages that can be used in times of crisis to motivate people to donate money in support of domestic and international relief efforts. Members include the U.S. Agency for International Development, the Center for International Disaster Information, the UPS Foundation, the National Voluntary Organizations Active in Disaster, and InterAction.