In response to 2017’s series of devastating and unprecedented natural disasters, including hurricanes that affected over 25 million people, 21st Century Fox is preparing for forthcoming natural disasters this year by donating $1 million to the American Red Cross and the Center for Disaster Philanthropy. The contribution will support the two organizations’ capacity-building, preparedness, relief, and recovery efforts for 2018, as deadly wildfires continue tearing through California and coastal regions begin fortifying themselves ahead of hurricane season.
At a time when rapid onset disasters are occurring more and more frequently, corporate support is critical to ensuring relief organizations have the resources needed for on-the-ground recovery work. To that end, 21CF is not only reimagining its own efforts, but is also among the first to pledge collaboration with other companies in the industry though the Entertainment Industry Foundation’s newly-announced disaster response program, Music for Relief. The initiative brings together humanitarian organizations and an advisory council to provide expert guidance and resources from the creative community within 48 hours of a natural disaster.
Additionally, 21CF’s partnership with the American Red Cross will carry over to Fox Networks’ fall premieres. Dramas 9-1-1 and The Resident will promote a series of activations to raise viewer awareness and funds from now through September’s National Preparedness Month and October’s National Fire Prevention Week. Currently, 9-1-1 cast PSAs are running online to encourage viewers to give blood during the summer, when donations drop but need is high.
As a global brand, the company is committed to supporting its people around the world, and after the massive tragic floods that ravaged the Indian state of Kerala in August, 21CF’s STAR India has already donated over $700,000 to the state’s relief fund. In addition, colleague donations will be matched by both STAR and 21CF, tripling the amount and impact of every contribution, and the network will rally public support by airing the #AllForKerala campaign in 8 languages across 50 channels and digital streaming platform, Hotstar.
21F has a longstanding commitment to rallying colleagues and audiences alike in support of local relief and recovery efforts. Last year, the company matched employee donations, made its own large-scale corporate contribution, and provided direct financial assistant to colleagues—amounting to $1.5 million in total for the communities devastated by Hurricanes Harvey, Maria, and Irma, and the earthquake in Mexico City. 21CF also brought together its media brands, including Fox Networks and FOX Sports, in promoting and fundraising for the relief organizations. Marking one year since the deadly hurricanes, 21CF is now sponsoring National Geographic Photo Camps in Houston and Puerto Rico to empower students from underserved communities to tell their stories of life after the disaster.