As SHOOT went to press, needed supplies for those stricken by Hurricane Katrina were stacked in the front of Dallas-based CG/animation studio Janimation. Bottled water, dry and canned foods, clothing, bedding, batteries, flashlights, diapers, baby food, soaps, disinfectants, garbage bags and other goods–donated by the local film/video industry in the Dallas/Ft. Worth area–were about to be transported via four large trucks to Louisiana.
The first scheduled stop was Louisiana State University (LSU), where goods were to be dropped off to a group of elderly people who had been evacuated to a field house on that campus. Also on the itinerary for delivery of essentials was a hospital located in the coastal town of Slidell, which was hit hard by the natural disaster. That hospital lost electrical power and was running on generators only.
The running of supplies into Louisiana was made possible by such Dallas-based businesses as Post Asylum, Ace Hardware, Academy Sports, Office Max, and Janimation, as well as the efforts of many Texas-based filmmaking artisans. Post Asylum took a lead role in making the supply caravan a reality, according to Steve Gaconnier, proprietor/chief creative director of Janimation, who was seeking to raise additional money for the relief effort. Gaconnier is just one of assorted industry people looking to help bring relief to those victimized by the staggering natural disaster that has pummeled the Gulf Coast.
Many other industry businesses and individuals throughout the country are also pitching in. SHOOT had gotten wind of several fundraisers in the offing. For example, the Los Angeles spotmaking community was coming together on Sept. 13, 6 to 9 p.m., for a benefit BBQ at Quixote Studios. The only prerequisite for admission is a discretionary donation to the American Red Cross for Katrina relief. Quixote is providing a large sound stage as the benefit venue. Another prime donor is Alex’s Gourmet Catering, Los Angeles. Among those getting the word out about the event and helping to organize it is Santa Monica-based production house Uncle. For more info, email Nancy Osborne at NANCY@UNCLE.TV.
GSD&M
Meanwhile, GSD&M, Austin, Texas, created on a pro bono basis a TV/radio/Internet public service campaign for The Advertising Council and the American Red Cross. The package calls for people to visit www.redcross.org or to call 1-800-HELP NOW to donate to the Red Cross for disaster relief.
The initial PSA shows emotionally moving still photographs of Katrina’s destruction. The word “Home” accompanies a shot of a collapsed house, with a woman standing in the foreground. “Electricity” is paired with a photo of downed power lines. The word “Food” is shown in tandem with the sight of a grocery store surrounded by water. But finally “Hope” is reflected in a picture of two people hugging, joyous over being together after having been separated.
Morgan Freeman says in a voiceover, “Hope is more powerful than a hurricane. Help victims of Hurricane Katrina and thousands of other disasters across the country each year.” Freeman then asks us to call the aforementioned toll free number or to log onto the Red Cross Web site.
Per the Ad Council modus operandi, all the PSAs will run during ad time and in ad space donated by the media.
Peggy Conlon, president/CEO of the Ad Council, noted that it’s imperative that this public service fare gains exposure immediately during times of crisis. She said that the Ad Council has a track record of generating PSAs in a quick turnaround time when tragedy strikes. “We are proud to partner with the American Red Cross and GSD&M–the agency that developed [the PSA] ‘I Am An American’ within days of 9/11–to develop and distribute these critical [Katrina relief] messages, which I am confident will be generously supported by the media.”
TV, radio and Web ads are already running. Furthermore, GSD&M is creating other PSAs in response to Katrina. These additional ads will provide info about where Katrina victims can go for resources and support. Another Austin-based ad agency, LatinWorks, is providing Spanish-language versions of the ads. Editing house 501 Post, Austin, is donating its time, talent and facility to edit the spots.
The debut centerpiece spot featuring the Freeman voiceover came from a GSD&M ensemble headed by group creative directors Rich Tiapek and Tim Gilmore, who also served as co-directors. Allen Hannawell and Matt Davis of GSD&M were copywriter and art director, respectively. Jeff Johnson produced for the agency, with Laura Carter serving as associate producer. Editor was Gavin Tatro of 501 Post.
MOVING ON
MoveOn.org Civic Action, formerly known as MoveOn.org–which turned out political ads that created quite a stir during the last presidential election–has also responded to the Katrina tragedy. The organization launched a Web site, www.hurricanehousing.org, asking its 3.3 million members and the public at large to post any available housing for the thousands of people displaced and left homeless by the hurricane.
The MoveOn plan is to directly connect evacuees with volunteer housing providers/hosts, and to provide the housing info to the Red Cross and the Federal Emergency Management Agency (FEMA). Housing is most urgently needed within reasonable driving distance (about 300 miles) of the affected areas in the Southeast, especially New Orleans.
People can sign up to become hosts by posting a description of available housing. Hurricane victims, relief organizations, friends and relatives can search the site for housing options. MoveOn also intends to distribute housing offers to social workers who are helping families in shelters.
INDIVIDUAL EFFORTS
Efforts by assorted individuals also registered on SHOOT‘s radar screen. For example, rep Darr Hawthorne of Sherman Oaks, Calif.-based indie firm Burning Motor Home was getting the word out that the Red Cross needs online ad inventory to support fundraising for Katrina relief. Hawthorne sent e-mails to people and companies he knew with Web sites; several responded by obtaining banner ads on a Red Cross URL for display on their sites.
Furthermore, Hawthorne’s son, Zak Hawthorne, a Southern California-based freelance art director who’s currently working with a guerilla marketing unit of Nike, was scheduled to undergo CPR and first aid training from the Red Cross and then go on a 12-day volunteer tour of duty with a couple of friends to help with the relief efforts in the Southeast. The younger Hawthorne and his two buddies will likely work in Houston or Dallas for their volunteer stint.
HELPLINES
In addition to the aforementioned Red Cross phone number and Web site address, here is contact information for other organizations involved in Hurricane Katrina relief:
Salvation Army. 1-800-SAL-ARMY or www.salvationarmyusa.org/
FEMA Charity Tips. www.fema.gov/rrr/help2.shtm
Network For Good. www.networkforgood.org
Mercy Corps. www.mercycorps.org
National Voluntary Organizations Active In Disaster. www.nvoad.org/
Louisiana Society for the Prevention of Cruelty to Animals
