Events, Work

12 Days of Relief – A Video Project to Help Victims of Hurricane Sandy

December 23, 2012 MullenLowe

A coalition of advertising and media companies have collaborated to produce “12 Days of Relief,” a video captured last week in Rockaway, Queens, NY and Seaside Heights, New Jersey, featuring real victims of Hurricane Sandy singing a variation on the classic holiday song “The 12 Days of Christmas.”

In this video, shot amid the ruins and continuing clean-up from the storm, the hurricane victims reference “what I really need” – basic survival needs like socks, lost treasures like a young girl’s toys, lost business, lost housing, and more emotional needs like hugs and a lost husband (sung by a woman whose husband passed away nine days after the storm). The primary recurring line in the song is, “On the first day of Christmas here’s a thing I really need, a house where my house used to be.”

You can see the “12 Days of Relief” video and hear the personal stories here:

On the site, there is a mechanism to donate funds to the Salvation Army’s Hurricane Sandy Relief Fund.

“12 Days of Relief” was created and produced in partnership between Mullen and the NY-based production company Hungry Man with director Dave Laden. The project is supported by National Geographic Channels; Brightroll, Yume and Turn (donated media); PS260 (editing); Human (music); Sound Lounge (mix).

“For those wondering what it will look like if there’s ever an apocalypse, just drive through Rockaway in Queens, NY or Seaside Heights on the Jersey Shore,” said Mark Wenneker, Chief Creative Officer at Mullen. “We wanted to show the aftermath as it is now and in a way that would keep the storm victims in people’s thoughts during the holidays.”

If anyone has questions about 12 Days of Relief, please contact David Swaebe, SVP Communications at Mullen.