Ad Council Joins USAID Administrator Dr. Rajiv Shah and CIDI to Encourage Support for Typhoon Haiyan Relief Efforts in the Philippines

TV, Radio, Print and Web ads Communicate the Importance of a Financial Donation

/ PRNewswire / — In response to the devastation wrought by Typhoon Haiyan in the Philippines, the Ad Council joined the Administrator of the U.S. Agency for International Development (USAID), Dr. Rajiv Shah, and the Center for International Disaster Information (CIDI) to launch a series of television, radio, print and Web public service advertisements (PSAs) encouraging Americans to make financial contributions to disaster relief efforts. The PSAs direct audiences to visit, where they can contribute to support the short and long-term recovery operations, providing supplies and services to those affected by the typhoon.
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Initial estimates by United Nations and from the Philippines's National Disaster Risk and Reduction Council indicate that Typhoon Haiyan has affected more than 11 million people and over five thousand have lost their lives. The disaster has destroyed essential public infrastructure and displaced many people from their homes. Global relief organizations are actively engaged in meeting the needs of those affected by the features links to over 50 humanitarian and aid organizations assisting in the relief and recovery efforts.

"The most substantial, expeditious, and effective way to help those affected by disaster is to provide a monetary donation to a relief organization that is already working to provide aid to those in need," said USAID Administrator Rajiv Shah. "USAID is thrilled to be working with the experts at the Ad Council, CIDI and the Disaster Relief Coalition to ensure this important message reaches all Americans who want to help."

The Ad Council was able to act quickly after the typhoon to develop the PSAs this week because of their partnership with the Disaster Relief Coalition which was announced to coincide with Hurricane Sandy in the fall of 2012. The coalition of humanitarian and aid organizations came together 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. Coalition members include USAID, CIDI, The UPS Foundation, the National Voluntary Organizations Active in Disaster and InterAction. The television, print and banner PSAs were developed by Free Range Studios and the radio PSAs were developed by Radio Face.

"The tragedy in the Philippines has saddened and shocked all of us," said Peggy Conlon, president and CEO of the Ad Council. "Thanks to USAID, CIDI and our Disaster Relief Coalition we are able to provide PSAs that will encourage Americans to support those affected by the crisis in the Philippines by making a monetary donation to the many organizations involved in relief efforts."

The PSAs were distributed to media outlets nationwide on Monday. DG and FirstSpin donated the digital distribution for television and radio PSAs.

The Ad Council
The Ad Council ( is a private, non-profit organization with a rich history of marshaling 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.

Since 1961, the United States Agency for International Development has been the principal U.S. agency to extend assistance to countries recovering from disaster, trying to escape poverty, and engaging in democratic reforms. The Agency carries out U.S. foreign policy by promoting broad-scale human progress at the same time it expands stable, free societies, creates markets and trade partners for the United States, and fosters good will abroad.

The Center for International Disaster Information (CIDI)
CIDI is an education organization that focuses on effective public donations in support of international disaster response. Through outreach, partnerships and the PSAid Competition (, CIDI promotes successful alliances between donors and relief agencies to provide assistance to disaster affected people quickly, efficiently and economically.

Since 1988, CIDI has responded to public inquires about donations and has become a trusted thought leader on effective support of disaster response. The Center partners closely with the United States Agency for International Development's Office of U.S.  Foreign Disaster Assistance, the U.S. Government’s “first responder” to disasters overseas. CIDI works with the general public, ethnic and diaspora populations in the U.S. on optimal contributions to international disaster relief, and collaborates with domestic and international aid organizations and coalitions on constructive public engagement.

Media Contact:
Ellyn Fisher
The Ad Council