Catholic Relief Services (CRS) needed to raise awareness of the growing humanitarian crisis in Darfur, Sudan. And encourage people to help.

Insight
While there was concern about what was happening in Darfur, people didn’t see how they could make a difference. CRS would present a way to help.

Approach
Show the people of Darfur literally falling away due to people’s inaction. Celebrity spokesperson Catherine Hicks, star of the WB’s 7th Heaven, delivered the heart-felt message that “millions in Darfur wait for hope.”

Results
The television PSA aired more than 9,000 time across the country. Impressions totaled more than 76,000,000, with an equivalent value of more than $1.2 million.