Euro RSCG creates spot to raise funds for crisis-hit Liberia

Euro RSCG Wnek Gosper Partners has produced a TV commercial for the Disasters Emergency Committee to help raise money for the humanitarian crisis in Liberia.

The DEC is the umbrella organisation that launches and co-ordinates national appeals in the UK in response to major disasters.

The DEC has launched a national appeal for a six-month emergency response programme of humanitarian aid. It officially appointed Euro RSCG last week, giving the agency little more than seven days to produce the work, which will air this week.

The ad, which was created by Steve Nicholls and Matt Anderson, will run in donated airtime, negotiated by MindShare. It features the people of Liberia, showing the havoc that war has brought to their lives.

Nick Hastings, Euro RSCG Wnek Gosper Partners' executive creative director, said: "The simplicity of the ad powerfully conveys the extent of the humanitarian crisis that the DEC is facing in Liberia."