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Disney/ABC raises more than $16.8 million during its 'Day of Giving'

by jmaloni

Press release

Wed, Nov 7th 2012 12:30 pm

Response joins the Walt Disney Company's relief and rebuilding efforts announced by Robert A. Iger, chairman and CEO, The Walt Disney Company

The Disney/ABC Television Group announced Tuesday that the national "Day of Giving," held on Monday, Nov. 5, which seamlessly integrated outreach messaging into programming across news, daytime, primetime, late night, owned stations, local affiliates, syndication, cable, online and stores, raised more than $16.8 million for the American Red Cross to aid those impacted by the devastation of Hurricane Sandy.

This unprecedented response joins The Walt Disney Company's existing relief and rebuilding efforts announced by Robert A. Iger, chairman and CEO, The Walt Disney Company, which include a $2 million cash commitment to those severely impacted by Hurricane Sandy. One million dollars will be donated to the American Red Cross for immediate, critical assistance, and another $1 million will be designated for organizations working on rebuilding efforts. In addition, employee-eligible donations to organizations involved in disaster relief will be matched, dollar for dollar, by Disney Employee Matching Gifts: A Program of The Walt Disney Company Foundation.

Commenting on the announcement, Anne Sweeney, co-chair of Disney Media Networks and president, Disney/ABC Television Group, said "Our 'Day of Giving' was an enormous success, raising more than $16.8 million to help those impacted by Hurricane 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, and I could not be more proud. But we didn't achieve this alone. ... The Walt Disney Company led the way with its initial multi-million dollar relief and rebuilding donation, and other divisions of our company, including Disney.com, consumer products and ESPN, joined in our daylong outreach. Working together, we achieved a response to these efforts that was so massive our colleagues with parks and resorts were asked to donate their time to help handle the dramatic increase in call volume. This success would not have been possible without everyone's support and enthusiasm."

Peggy Dyer, chief marketing officer for the American Red Cross, added, "The American Red Cross was thrilled to work with the Disney/ABC TV Group and The Walt Disney Company yesterday in an unprecedented fashion that will provide additional care and comfort for the families affected by Sandy. While the amount of money raised was impressive, their 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 to help so many in need - the 'all hands on deck' effort by Disney/ABC TV made that a huge success."

The "Day of Giving" messaging was seamlessly incorporated into "Good Morning America," the eight ABC owned television stations and local affiliates across the nation, "The View," "The Chew," "LIVE with Kelly and Michael," "Katie," "General Hospital," "Who Wants To Be A Millionaire," "World News with Diane Sawyer," "Dancing with the Stars," "Nightline," "Jimmy Kimmel Live," ABC Family, SOAPnet, Radio Disney, the Disney Stores, Disney.com and ESPN. Social media also played a huge role, as talent took to the digital space to raise awareness and much-needed funds.

In addition, Samsung partnered with the "Day of Giving," matching donations with a $3 million contribution.

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