ABC’s “Day of Giving” held on Monday raised over $16.8 million for the American Red Cross’ Hurricane Sandy relief efforts.
“Day of Giving” integrated messaging into ABC’s daytime, primetime and latenight programming that encouraged viewers to donate to the Red Cross; the $16.8 million raised on Monday follows Disney and Disney CEO Bob Iger’s $2 million cash commitment to those affected by Sandy.
“From ‘Good Morning America,’ ‘The View’ and our owned TV stations to ‘Jimmy Kimmel Live,’ ABC Family and Radio Disney, the Disney/ABC TV Group came together in an unprecedented fashion to address the storm’s devastation,” said Anne Sweeney, prexy of Disney/ABC TV Group. “The Walt Disney Co. led the way with its initial multimillion-dollar relief and rebuilding donation, and other divisions of our company, including Disney.com, consumer products and ESPN, joined in our daylong outreach.”
American Red Cross chief marketing officer Peggy Dyer added, “While the amount of money raised was impressive, (ABC and Disney’s) ability to drive the message into the hearts and minds of millions of Americans is truly breathtaking. We are deeply thankful that we were able to mobilize thousands of donations from Disney/ABC’s viewers.”
Samsung was a partner on the “Day of Giving” effort and is matching donations with a $3 million contribution.