The media world has rallied in support of the victims of Victoria’s worst bushfires by pledging millions of dollars in donations and advertising space to promote relief.
The Nine Network will interrupt normal programming on Thursday from 8.30pm with a live telethon, Australia Unites - The Victorian Bushfire Appeal. The network has also banded together with Cricket Australia and the Commonwealth Bank to hold a national appeal during the Day Night cricket match between Australia and New Zealand, commencing at 2pm today.
David Gyngell, Nine’s chief executive said: “All Australians have been affected by the enormity of this tragedy, and we are putting all our support behind the victims and their families to help them rebuild their lives".
And the Seven Media Group has made a $250,000 donation to the cause, with the Kerry Stokes-owned West Australian Newspapers contributing a further $100,000.
Seven spokesman Simon Francis told B&T Today that on top of financial contributions, the company’s television and online properties would be made available for the appeal.
The Ten Network has also donated significant on-air support, backed by extended news coverage and the network will use its on-air personalities in public service announcements to elicit further support for the appeal.
News Limited has contributed $1 million to the appeal set up by the Red Cross and the Victorian and Federal governments.
John Hartigan, chairman and chief executive of News Limited said: “This unprecedented national tragedy warrants an unprecedented response. Our commitment is both financial and, through our thousands of employees and millions of readers around the country, any other kind of support we can harness to assist the victims”.
Fairfax has pledged $100,000 as well as advertising space to promote the relief, said corporate affairs director Bruce Wolpe. “In kind we expect this to equate to several hundred thousands of dollars in online, print and air time,” he said.
Prime Digital Media has joined forces with sister company Prime TV to run 15sec ads across its three networks encouraging people to donate money to the appeal. The ads will run every five to ten minutes and the offer is for up to a month of advertising.
Media agencies including Carat and all Aegis companies, Ikon Communications, Mitchells Communication Group, OMD and Universal McCann have also reached into company pockets by matching staff contributions dollar for dollar and organising blood donation groups.
A number of Melbourne-based creative agencies have also got on board, including the Clemenger Group which has donated $100,000, JWT contributing $20,000, DDB and Leo Burnett, which is collecting staff donations of bedding, clothing and toys to be sent to Red Cross.
Outdoor media companies are all some way present in regional Australia, and are helping out Australians suffering from the fires or floods.
Ooh Media is matching any money its employees donate to the cause as well as working with material suppliers to provide materials for rebuilding in the affected areas. Adshel has promised to double any funds donated by its employees, while APN is looking to give free inventory to charities and organisations involved in assisting the cause such as the Red Cross or Rural Fire Service.
TorchMedia will be auctioning $50,000 worth of inventory online, and then donating all the funds raised to the Red Cross appeal. Media agencies are encouraged to “bid generously” to assist in raising money, with all inventory, bar Woolworths in store, available.
Reed Business Information, publisher of B&T Today, is also matching staff contributions and donating raffle funds to the appeal.
To help victims of the Victorian bushfires contact the Red Cross on 1800 811 700 or go to redcross.org.au, the Salvation Army on 137 258 or go to salvos.org.au or the NAB relief fund on 136 622. The details for donations to the campaign led by The Works are: Bank - Westpac; Account name - Victoria Bushfire Victims Appeal; BSB: 032191; Account No: 314622.
