With the ongoing destruction brought on by the floods that devastated south central Louisiana and southern Mississippi last week, the Ad Council has responded with the launch of a PSA seeking donations from around the country to aid in the disaster relief efforts.
Working with Austin-based ad agency GSD&M, the PSA is entitled "Our Turn to Help" and shows a series of black and white photographs of rescued families & pets being carried by rescue workers, illustrating how they have helped themselves through one of the state's worst disasters.
With an estimated 60,000 homes in Louisiana affected by the devastating flooding that began last week, and more than 106,000 residents and households registering for assistance with the Federal Emergency Management Agency, the flood has been called the worst U.S. natural disaster since Hurricane Sandy in 2012.
The PSA came about when co-founder of GSD&M Roy Spence, along with his daughter Courtney Spence, founder and CEO at CSpence Group, and his team at GSD&M lent their creative expertise to develop a PSA in a matter of days. The spot includes music from an Austin band Wiretree and is voiced by Matthew McConaughey.
“My daughter, Courtney, GSD&M and I have a special place in our hearts for the people of Louisiana,” said Roy Spence. “We have dear friends and colleagues in Baton Rouge and surrounding areas, so when we talked with our friends and began to understand the magnitude of the damage, we had to help.”
The PSA directs audiences to visit OurTurnToHelp.org where they can donate to the following: Feeding America network member Second Harvest Food Bank of Southern Louisiana, American Red Cross, Baton Rouge Area Foundation, Capital Area United Way, The Humane Society of the United States, Companion Animal Alliance and Volunteer Alliance. The PSA is being distributed to media outlets nationwide tomorrow. Extreme Reach donated their services for the distribution.
“It has been heartbreaking to watch the news and hear the stories of the thousands of people in Louisiana whose homes, neighborhoods and lives have been devastated by the floods,” said Lisa Sherman, president and CEO of the Ad Council. “But in moments of tragedy, it’s always inspiring to see how many people come forward to help. Everyone can do something and this new spot poignantly shows how, whether near or far, it is our turn to help.”
The Ad Council and GSD&M have previously worked together to develop and distribute PSAs in response to national and global tragedies, including Hurricanes Katrina and Ike, the 2004 Tsunami, the Haiti earthquake and the attacks on September 11, where they developed an iconic spot called “I Am An American” that celebrated diversity and united the country.