The International Rescue Committee "Haiti" from McCann, NY and Universal McCann

In the aftermath of the Haiti earthquake, what is needed most desperately is swift humanitarian aid. In response, the advertising and production communities have joined international efforts to provide assistance to the quake victims with initiatives that range from awareness raising to the collection and distribution of essential items.

Audio/sound design house Lime Studios has partnered with non-profit organization Global Water Trust on Lime-Aid, a relief initiative that began in 2007 with a mandate to support Haiti's orphans.

"We've always fundraised for Haiti's orphanages but with the earthquake it's turned into a much broader effort not only to fundraise and bring food, relief and medical supplies to these orphanages, but to actually airlift [orphans] out of Haiti," says Lime Studios' partner Bruce Horwitz, the father of two adopted Haitian orphans.

Several news outlets, including CNN and USA Today, carried a news item on Jan. 19th about 54 Haitian orphans, 47 already in the final stages of the adoption process, who were airlifted from their damaged orphanage and brought to Pennsylvania to then be transferred to their adoptive homes. Funds from Lime-Aid were used in the logistics of transporting the children.

The non-profit is currently seeking out essential items to be distributed to Haiti's ANA Children's Center and Brebis de Saint Michelle Orphanage, as well as the surrounding area, and has partnered with other post-houses, agencies and schools to collect items.

On the agency side, McCann, New York and its sister media-buying firm Universal McCann joined The International Rescue Committee to create a pro-bono video campaign to raise funds for relief efforts.

McCann creative director Stephanie Sigg was the catalyst for the campaign. Sigg, works four days out of the week for McCann and one day a week with the United Nations and its NGOs that specialize in responding to conflict and natural disaster around the world.

"I knew that we could get a team together here at McCann and could simply help and be an effective temporary partner," shey says. "We all worked together to make something happen quickly."

Post-house Optimus will launch its spot for ShelterBox, a non-profit that provides emergency aid for the survivors of natural disasters, on January 25. The spot is the result of its One Shot contest, in collaboration with agency Scott & Victor, Chicago, that gave young creatives the chance to pitch a script for a spot in any medium about ShelterBox. The winners, Cramer-Krasselt, Chicago copywriter Andrei Chahine and art director Ryan Stotts were awarded the services of Optimus and its production arm ONE at Optimus to produce the script.

"When we found out about ShelterBox, we knew we wanted to do something to help get the word out about their amazing mission," said Optimus president Tom Duff. "We thought the One Shot contest was a perfect way to get creative ideas for a spot."

For more information on Lime-Aid, including a list of the items needed and drop-off locations visit: http://lime-aid.tv

www.limestudios.tv
www.mccann.com
www.theirc.org
www.optimus.com
www.scottandvictor.com