Below the Line

Phelps helps keep the story alive for Northern California fire victims with fundraising campaign

By Kyle O'Brien | Creative Works Editor

October 26, 2017 | 4 min read

Southern California agency Phelps is helping people in the northern part of the state that have suffered great losses because of the many wildfires that have destroyed homes and businesses.

Love Spreads Faster

Love Spreads Faster and the hashtag #LoveSpreadsFaster are being used to draw attention to and support for Northern California fire devastation recovery efforts. The goal is to spread awareness and help people looking to donate directly to local relief organizations easier. is not collecting or distributing any money — the site acts as a one-stop resource with links that lead to fundraising pages of organizations that are working to help Northern California recovery efforts.


Even as the last flames are doused, Northern California fire victims will need help to rebuild their lives. The website and campaign’s goal is to keep the story alive for them to get the sustained support that they need.

“We're a group of concerned Californians. Many of us have friends who were affected by the fire. We wanted to stop feeling helpless and do something to help. Because we work in marketing communications, we have the ability to mobilize and get the word out quickly, so that’s what we're doing,” said Maria Umbsaar, producer and editor at Phelps, the integrated marketing agency in Los Angeles that created the campaign. “We’re hoping this campaign will help spread more love for NorCal and help the folks who need it most.”

Love Spreads Faster

The pro-bono campaign includes website, social media, outdoor and digital media, as well as influencer endorsements and guerrilla postings. The agency has received in-kind media donations totaling 4.5m online impressions and $138.9m outdoor impressions, utilizing digital banners and billboards.

Media and creative partners who have contributed in-kind donations to the campaign include Clear Channel Outdoor, Amobee, GroundTruth, Trumpia and Creative Motion Graphics.

The campaign will run as long as needed to help Northern California fire recovery efforts. The agency has plans for sustained activations to keep this resource and the need top-of-mind. @HelpNorCal and #lovespreadsfaster.

The agency received no monetary compensation for their efforts and 100% of donations will go to support the organizations working on the ground to aid in recovery. Love Spreads Faster by Phelps


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