CIDI Joins Ad Council and Coalition of Leading Humanitarian and Aid Organizations to Encourage Monetary Donations in Support of Hurricane Sandy and other Domestic and International Disaster Relief Efforts

Nov 07, 2012, 09:45 ET from Center for International Disaster Information

New Ad Council PSAs Encourage Americans to Make a Financial Contribution in Support of Hurricane Sandy Relief Efforts

NEW YORK, Nov. 7, 2012 /PRNewswire-USNewswire/ -- Want to help fellow Americans caught in the wake of Hurricane Sandy?  Give cash.  That is the message conveyed in a new series of television, print and Web public service advertisements (PSAs) launched Monday by the Ad Council, with the support of the Center for International Disaster Information (CIDI), in response to the devastation wrought by Hurricane Sandy. Financial contributions to charitable relief organizations enable them to react with speed and specificity across all critical sectors for both immediate relief and long-term recovery, providing the most urgently needed supplies and services to those affected by the storm.  


The Ad Council was able to act quickly after the storm to develop the PSAs thanks to its partnership with a disaster relief coalition. The public/private sector coalition of humanitarian and aid organizations came together in 2011 following the Joplin tornadoes with the goal of developing consistent messages that can be used in times of crisis to encourage people to donate money to support domestic and international disaster relief efforts. Coalition members include CIDI, the U.S. Agency for International Development (USAID), The UPS Foundation, the National Voluntary Organizations Active in Disaster and InterAction.

"Disaster relief situations can evolve quickly, and monetary donations allow aid organizations to respond to people's changing needs. Even small contributions can do immense good. The most direct, effective way to help is to support the work of professional humanitarian relief organizations," said Juanita Rilling, director of CIDI.

As of November 5, Hurricane Sandy had severely affected portions of the Caribbean, as well as the Mid-Atlantic and Northeast sections of the United States. More than 180 people in the Caribbean and the U.S. have lost their lives, and Sandy is estimated to have caused at least $60 billion in economic damages.

The Ad Council worked with the disaster relief coalition organizations to develop an online toolkit with public service communications materials for the organizations to customize and use in outreach efforts following a disaster. The toolkit includes customizable PSA materials, such as video, radio, print and Web ads, research-based messaging recommendations, social media messaging, and tips to conduct outreach to consumers. Immediately following Hurricane Sandy, the first creative iteration from the toolkit, released today, was developed by the Ad Council and made available to encourage support for relief efforts. The new television, radio, print and Web PSAs, developed by Free Range Studios and RadioFace, highlight that even a small monetary donation will make a big difference in the wake of the disaster. The PSAs direct audiences to visit, where they can find a list of charitable organizations working to help those affected by Hurricane Sandy.

"We know from our experience in addressing crises, such as Hurricane Katrina and the earthquake in Haiti, that Americans respond quickly and generously following disasters to offer a helping hand," said Peggy Conlon, president and CEO of the Ad Council. "We're based in New York City, and, therefore, many of us witnessed the devastation of Sandy firsthand. We're proud to join this wonderful collaboration to develop consistent messaging that will educate Americans about the benefits of monetary donations to support those affected by this crisis and future relief efforts."

The Center for International Disaster Information (CIDI) is an education organization that focuses on effective public donations in support of disaster relief. Since 1988, CIDI has provided information and guidance to individuals, schools, civic groups, private sector and non-profit organizations, government agencies, embassies and religious groups on optimal public support of disaster relief and recovery efforts. CIDI's funding partner is the United States Agency for International Development's Office of U.S. Foreign Disaster Assistance, the coordinator and director of U.S. Government responses to emergencies overseas. For more information about CIDI and helping international disaster survivors, please visit

The Ad Council
The Ad Council ( is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action and saving lives. To learn more about the Ad Council and its campaigns, visit For more information, please visit You can also visit or follow the Ad Council on Twitter @AdCouncil.

SOURCE Center for International Disaster Information