Oxfam Ambassadors and supporters were responsible for soliciting millions of dollars in donations to support survivors of the massive earthquake in Haiti in January 2010. Celebrity Ambassadors Scarlett Johansson and Colin Firth were two of the first celebrities to come out in support of Oxfam, urging people to donate and support Oxfam’s Haiti work. Johansson filmed a TV Public Service Announcement (PSA) that Larry King aired during his primetime 2-hour Haiti special. Many Ambassadors such as Firth, Johansson and Djimon Hounsou and many music artists recorded radio PSAs in support of Oxfam’s work.
Hope for Haiti Telethon
A week and a half after the quake, MTV and George Clooney set up a 2-hour telethon, called Hope for Haiti, that featured the biggest names in Hollywood. It raised $62 million, which was split equally amongst Oxfam and a handful of aid agencies actively operating in Haiti. "Hope For Haiti Now" was the most widely distributed telethon in history, internationally and across other major media platforms.
Super Bowl Commercial
Will.i.am, singer of the Black Eyed Peas, remixed the timeless hit, “My Generation,” by The Who to benefit Oxfam America’s Haiti relief and recovery efforts. The song made its debut during the second quarter of Super Bowl XLIV on February 7, 2010 in an ad for FLO TV, the Qualcomm subsidiary that pioneered the live mobile TV category. More than 106 million people watched the 2010 Superbowl, making it the most-watched program in US television history. Will.i.am’s “My Generation” remix, which includes a new guitar solo by legendary ex-Guns 'N Roses star Slash, aired right before The Who took the stage at half time. The ad ran until March 7, 2010 on CBS, MSNBC, Fox News, Comedy Central, Spike, and the NFL Network.
Tom Brady donated game-worn cleats. Lady Gaga auctioned off an autographed costume from her recent tour. Taylor Swift auctioned off the dress she wore at the Hope for Haiti telethon. Bono auctioned off a pair of his signed Armani sunglasses. Actress Kate Bosworth auctioned off the red carpet dress she wore to the Food Bank of New York gala in 2007. All to benefit Oxfam’s Haiti earthquake response. Lady Gaga also announced on "Oprah" that all tickets and merchandise proceeds from her January 24, 2010 concert at Radio City Music Hall in New York City would go to relief organizations working in Haiti.
To help raise funds for the survivors of the Haiti earthquake, Scarlett Johansson designed a solidarity handbag for Mango. From March 2010, and while stocks last, this handbag will be available in the more than 1,390 MANGO stores worldwide. Part of the profits will be donated to Oxfam for its work on the ground in Haiti.
The print on the handbag represents the ancient cartography of Haiti, and contains the message “Supporting the people of Haiti” written and signed by the actress. Johansson said: “I’m thrilled to be collaborating with Mango to promote conscious consumerism and to benefit Oxfam‘s Haiti Earthquake Response Fund. By purchasing this bag, which I specially designed, you are helping to provide lifesaving assistance like clean water to the people of Haiti.”