For a charitable business, like StudioE9’s client and partner Blanket America, helping those in need isn’t just the right thing to do, but a brand position. Following the January earthquake in Haiti, StudioE9 recommended that Blanket America expand its domestic giving program to incorporate Haiti. After supplying 80,000 sheets through WorldVision it became clear that relief was not enough. Supplies would eventually dwindle. Haiti, the poorest country in the Western Hemisphere, needed sustainable development. Fast.

Social media proved a vehicle for unprecedented charitable outpouring immediately following the earthquake, so the challenge was to cultivate a similar interest in long term development. A mass consumer movement, driven by viral adoption, could potentially scale fast enough to meet the growing need. With this in mind, StudioE9 and Blanket America launched CHOOSE HAITI.
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Joe Viverito of Viverito & Associates, has worked with some of the advertising industry’s greats, including Rosser Reeves and David Ogilvy. For over a decade, he has pioneered a radical branding methodology that relies on creativity, speed, and an aversion to focus groups. If Joe’s quick-thinking leads you to doubt, consider his client list, which is extraordinary: Johnson & Johnson, Pepsi, Microsoft, Citigroup, Verizon, Hershey, L’Oreal, General Mills, to name a few.
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