GumGum, a contextual-first advertising technology company, has revealed that it is working with the Ad Council on a new disaster and crisis relief effort that encourages audiences to give financial donations to the Ukraine Crisis Relief Fund through GlobalGiving.
GumGum is providing support to the Ad Council with GumGum Smile, a programme that enrols clients to contribute a portion of every advertising dollar towards the Ad Council’s social impact initiatives. This programme enables campaigns to get into market quickly, usually within a few days of a disaster or other crisis, when funds are needed most. All donations for this campaign will support humanitarian assistance in impacted communities in Ukraine and surrounding regions where Ukrainian refugees have fled.
"We stand firmly with the international community in condemning the unjust violence and devastation in Ukraine," said GumGum CEO, Phil Schraeder. “As members of the advertising community and experts in spreading messaging that resonate with people, we believe it’s our duty to help power important campaigns, like the Ad Council’s Ukraine Crisis Relief Fund campaign to drive awareness and donations that will help the Ukrainian people. We hope all advertisers working with GumGum will opt-in to GumGum Smile and help us support this important cause.”
GumGum created the GumGum Smile programme back in 2020, when there was an immediate need to spread important information regarding COVID-19 safety protocols. The programme sets aside a portion of every direct advertising pound spent with GumGum to be donated toward creating and distributing messaging that inspires engagement and action around significant public issues. GumGum Smile has supported the Ad Council’s COVID-19, ‘Love Has No Labels’, and the ‘#GetMyFluShot’ campaigns and has given up to $700,000 media valuation and growing.
“Our hearts are with everyone whose lives have been unbearably destabilised by the unrest in Ukraine," said Kathy Kayse, Chief Media Strategy and Partnerships Officer at the Ad Council. "In moments of crisis and upheaval, like right now in Ukraine, the communications industry has an opportunity to scale support in providing humanitarian assistance and crucial resources for others to take action and we are so grateful to our partners at GumGum for using their platform for good.”