Government Agency
USAID CENTER FOR INTERNATIONAL DISASTER INFORMATION
Campaign Goal: As part of the “Cash is Best” campaign from the USAID Center for International Disaster Information (CIDI), the public service announcements educated Americans why monetary donations to relief organizations during humanitarian crisis is the best way to help, rather than sending unsolicited goods (e.g. food, water, clothing). Goods require costly shipping, causing relief workers to spend time sorting and finding storage and ultimately the goods may not match the need. Whatever the disaster, Cash is Best.
Campaign Tactics & Strategy:
- Distribution of the PSAs to 1,900 television stations nationwide to increase awareness and connect to hundreds of millions of Americans.
- Streaming TV Placement to complement the broadcast component and reach audiences who watch programs on streaming platforms and were identified as having a propensity to give to disaster relief causes.
Campaign Outcome:
Broadcast Results:
| Stations airing:
|
414 stations
|
| Airings:
|
11,448
|
| Impressions:
|
82.6 million +
|
| Donated media:
|
$3 million +
|
| National networks:
|
CBS, CW, FOX Business News, FOX News Channel, plus 18 regional networks
|
| Local stations:
|
Placements were obtained in all of the top 50 media markets and virtually all other markets
|
Connected TVs:
| Completed views:
|
352,054
|
| View Thru Rate (VTR)
|
99.17%
|
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