Premier experiential marketing agency Jack Morton Worldwide joined forces last month with NBC News' the "Today" show, charity Habitat for Humanity International and Warner Music Group to provide pro bono services to support a mammoth effort to help the Gulf Coast rebuild in the wake of hurricanes Katrina and Rita.
New York's Rockefeller Plaza was transformed into "Humanity Plaza" for five days as houses were built around the clock for families displaced by Gulf Coast hurricanes. The partners pledged to build a minimum of 100 homes over the course of the project, which will be executed over the next two months. As the exclusive broadcast partner, "Today" followed the progress of the first phase of homes, and broadcast as Habitat for Humanity delivered them to families in need. An estimated 5.5 million to 5.9 million viewers tuned in during the week-long program, Sept. 26 through Sept. 30.
Jack Morton's environmental design group, known as Production Design Group (PDG), A Jack Morton Co., contributed its design services for free to change Rockefeller Plaza into Humanity Plaza. PDG designed the site layout, signage and graphic elements that turned the iconic public plaza into a construction zone and destination for viewers and visitors to get involved and learn about ways to help the victims of the storms. The project has the support of thousands including employees from Habitat, NBC Universal, Warner Music Group and Jack Morton, as well as visitors to the plaza throughout the week. Celebrities and musicians from NBC Universal and Warner's rosters joined in as volunteers and as performers throughout the week, including a kickoff concert with singer Josh Grobin and musician Tracy Chapman.
"It's always an honor to work with partners like NBC," said Laura Shuler, president of Jack Morton, U.S., "and we are especially gratified to be able to help 'Today,' Warner and Habitat for Humanity in this outstanding effort to aid those displaced by the recent hurricanes."