13 January 2013
By Joann Lee, Staff Writer
Hurricane Sandy raged through the east coast in a frightening frenzy late October, causing huge cities like New York City to be evacuated. The storm devastated millions and destroyed countless homes, leading to Robin Hood Foundation’s “12-12-12.”
“12-12-12” is the concert that took place on December 12, 2012 (hence the name) in order to raise money for the victims of Hurricane Sandy. Presented by Chase, the concert featured many famous artists such as Paul McCartney, Alicia Keys and Bruce Springsteen and gathered them all in Madison Square Garden, New York. The performances were broadcast on television and streamed live on online platforms, reaching more than two billion households. The entire six hours of the concert could be viewed from almost anywhere, from North and South America to Asia, Africa, Europe and Australia.
Viewers could raise awareness and donate easily by using multiple avenues of social media. The hash-tag “#121212”was used frequently that night, enabling viewers to raise awareness on Instagram and Google+. The first 25,000 viewers could also check in on Foursquare, and Samsung Galaxy donated 10 dollars for each check-in. Approximately a week after the concert, the Robin Hood Foundation announced that the concert had raised a shocking number of over $50 million. David Saltzman, the executive director of the Robin Hood Foundation, said the donations will be given to about 140 groups that are providing assistance to those whose homes and businesses were destroyed by Hurricane Sandy. Though the concert has ended, the Robin Hood Foundation continues to raise money by auctioning off memorabilia from the night of the concert, selling “12-12-12” merchandise and putting an album of the collective songs performed that night on iTunes for purchase. The concert brought in a large amount of money but, unfortunately, did not surpass the usual quantity most benefits gather.
According to the New York Times:
“The benefit’s tally fell short of other recent telethon-style fund-raisers, like the Hope for Haiti concert that was broadcast on MTV in January 2010, which raised about $61 million. It also did not exceed the $55 million gathered in 1985 (about $118 million in 2012 dollars) for famine victims at the Live Aid concerts, according to BBC news. Those concerts drew tens of thousands of fans to stadiums in London and Philadelphia.”
Though the concert may not have broken any records, the Robin Hood Foundation is not giving up:
“We are now moving into phase two of our recovery effort, providing for the long-term needs created by the storm including: housing, job-training, legal counseling and more. The need is great. Please contribute generously, and know that every cent of every dollar you donate will go to the best community organizations that are working to help those whose lives have been torn apart.”
http://www.youtube.com/watch?v=_63JhGJW03s
Courtesy of www.ifc.com