Agencies and brands mobilise to assist Japan relief efforts

Dentsu, Hakuhodo, ADK and McCann Worldgroup have donated funds directly to charitable causes such as the Red Cross supporting relief action for the victims. Dentsu and Hakuhodo are believed to have donated around US$1.3 million each, while ADK and McCann have both donated around US$130,000.

Separately, Wieden & Kennedy is asking for a minimum donation of US$25 in exchange for a poster symbolising aid for Japan. The operation is being run out of the network’s Portland office and all proceeds will be donated directly to the Red Cross.

In Malaysia, Kuala Lumpur-based digital research company Pulse Group has set up a system through its charitable arm to enable members of its panel and other donors to provide funds to the American Red Cross.

In addition, a number of companies including AT&T, Coca-Cola, Microsoft, Procter & Gamble (P&G), Sony and Uniqlo have contributed large sums in assistance. Uniqlo has donated around US$26 million, the bulk of which comes from president Tadashi Yanai's personal fortune. Coca-Cola has pledged over US$7 million, in addition to providing free products from its vending machines. Sony and Nintendo have donated around US$3.5 million each to the cause, with Sony also offering 30,000 radios to those left homeless or stranded. Microsoft has so far donated US$2 million in cash and software. P&G has provided US$1.2 million in addition to product donations. AT&T has contributed US$275,000 to three organisations: Telecoms sans frontieres, a humanitarian collective providing communciations support to the affected population and emergency aid workers; Project Hope, an aid and health education organisation; and Aidmatrix, an online community of over 40,000 non-profit organisations and corporations working together to relieve humanitarian disasters.

The efforts come amid controversy in the international press as to the effectiveness of direct donations to the crisis in Japan at a time when the course of action to rebuilding the affected areas and helping those affected has yet to be decided. However, a spokesperson from McCann Worldgroup in Tokyo was adamant that further funds were necessary to help alleviate the situation.

The spokesperson said that while the past week has seen regular TV advertising replaced with public service communications, advertisers are now beginning to create special spots to convey their condolences for the tragedy.