How Technology & New Media Helped Haiti. What It Means To Marketers

We all witnessed an interesting phenomenon last week.  The U.S. rallied it’s political strength, emotional celebrity clout and its spirit of giving to raise close to 54 million dollars for Haiti.  In one week the U.S. orchestrated this massive relief effort: raising funds, getting water, food and supplies, medical doctor expertise including surgical theaters and expediting delivery of orphaned children who were mid-process of the adoption process.  

Our participation in the Haiti disaster over the last week was truly remarkable.  The U.S. television media organized multi-channel interactive access in presenting the real time situation, the pleas for help, the organizations where money should be sent and summarized how the money would be used, in graphic detail. Through the on-going media exposure using the most heart felt, engaging reportage, a stabilizing effort of relief and medical care was brought about out of complete chaos and disaster. We were even able to witness how the aid was beginning to repair the overwhelming damage.

But it wasn't just about mass media. The organization of new media channels for reaching out to each and every U.S. household with compassion and dignity brought the disaster vividly into all of our lives in a whole new way. Social media and the Internet have personalized the involvement among all of us.  By connecting through these online channels, all of us could feel we were personally a part of the relief efforts and the aid given. Even children and young teens were establishing organized efforts for relief. 

 This event crystallized in my mind the future role of the United States in a global community. Utilizing our creativity, intellect and technological reach, as a nation we have the capacity to lift third world communities into self-managing democracies by empowering individuals with the tools for on-going sustenance. 

Whatever one has to say about the all-encompassing and imposing nature of technology and media in our lives, we clearly saw how we can use our creative assets to further the benefit of global mankind. Technology allows for distribution of wealth in the most specific one-on-one terms.The scope of audience privy to the information is so vast because of technology, the burden in no longer on a select few. 

As marketers, it is our responsibility to harness this power in the most effective ways for building brands and making a difference. Cause related marketing is such a powerful magnet with the appropriate strategic partners. It takes creativity, imagination, intelligence and humanity. It can only serve to make all of us look good and feel better – about ourselves and about the companies we do business with.

Guest blog by Joanie Abraham, Partner at Style Branding.