The United Way Benefit for Hurricane Relief was a primetime multi-cast variety show that aired on November 2, from 8-9pm ET on CMT, CBS and streamed on Paramount+. The one-hour special was created to mobilize audiences to help people affected by Hurricanes Milton and Helene. The Benefit raised $11.2 million, giving audiences a way to support the long-term recovery of impacted communities, a window into today’s United Way, and a meaningful reminder of our shared humanity.
Bringing help and hope has been core to United Way’s mission for more than 135 years. United Way serves communities by bringing people and resources together to create lasting solutions before, during, and after disaster strikes. With a global network of more than 1,000 independent local United Ways, our organization was built upon the idea that change is possible when people unite and take action.
In the wake of the 2024 hurricanes, with an estimated $50 billion in damage across the Southeast region, United Way responded to the urgent call for immediate and longer-term support by creating the Benefit special. In less than 3 short weeks and in partnership with Paramount Global, United Way brought together top talent in the music and entertainment industry, resulting in a program that was watched by 2 million people.
We rallied around several goals: 1) securing significant donations from both individual donors and corporate partners 2), attracting high-profile talent, 3) reaching a vast audience and 4) positioning United Way as a leader in community resiliency and disaster relief.
United Way leveraged key strengths including its immersion and connectivity across communities. In order to rush support to the affected areas, United Way had to move quickly to capture audiences’ interests and attention. Using our already deeply rooted connections within the impacted communities and Paramount’s expertise in the entertainment industry, the Benefit came together in just 19 days.
First, United Way leveraged its disaster response expertise to determine how to best support impacted communities. Over the last four years, United Way has responded to more than 200 disasters and mobilized more than $219 million in outside investments to support needs. These relief efforts have included cash payments to those affected, collaboration with emergency services to facilitate rescues, deploying volunteers, establishing distribution centers and securing temporary housing for displaced residents. Data revealed that rapid mobilization, a coordinated approach with local partners and immediate and long-term investments were critical in the aftermath of a disaster.
Using this information, United Way Worldwide knew that it needed to move quickly to rally resources, bring in talent and promote the event. With a message focusing on urgency and a clear explanation of the tangible impact of donations, custom graphics were created and distributed across channels to promote the event, including digital activations and billboard placements in Times Square.
United Way Worldwide also wanted to keep the focus on the impacted region. Through contact with local United Ways and United Way-supported 211 network emergency call specialists in the impacted areas, we learned what those impacted were experiencing and what they needed most. The Benefit was tailored to address those needs and make sure that those impacted were highlighted in an empowering and non-exploitative manner. We selected country music artists, athletes and film and television stars who had connections to the Southeast to share personal stories and carry our message of help and hope.
The Benefit was taped on Oct. 28, 2024, and broadcast on November 2, on CBS and CMT, as well as streamed on Paramount+. Two million viewers tuned in to the live program that featured 22 top performers.
The show included performances by Brittney Spencer, Chris Janson, Clay Aiken, Jonathan McReynolds and Tyler Hubbard, as well as special messages and appearances from Backstreet Boys, Billy Bob Thornton, Billy Burke, Blake Shelton, Carly Pierce, Cedric The Entertainer, Cody Alan, Jackson Dean, JB Smoove, Kelsea Ballerini, Max Theriot, Nate Burleson, Stephen Colbert, Taye Diggs, Zac Brown Band, real life heroes Mark Starling, Tank Spencer and more.
United Way Worldwide, as well as various local United Ways across the US, hosted watch parties in their communities. United Way Worldwide also hosted a live Facebook event during the Benefit with real time interaction, as well as launched multiple ways for people to donate including QR codes and online donations.
One core challenge that United Way Worldwide faced was lack of time. In just 19 days, United Way Worldwide imagined, planned and executed the Benefit special through collaboration, a deeply shared commitment to the mission and leveraging shared resources.
The Benefit generated significant media coverage before, during and after the event. Activations included billboards in Times Square, social media amplification and digital ads.
In all, there were 1.2B media impressions from local, regional and state media as well as more than 9 million social media impressions. Living up to its name, United Way used a collective approach to bring together partners to generate interest and spread the word. The combined power of local United Ways, celebrity talent, corporate partnerships and earned media propelled the effort forward and led to its success. Earned media coverage included articles in publications including Associated Press, United Press International, CBS News, Forbes, Hollywood Reporter, Billboard and Variety.
Ultimately, the Benefit proved that a clear and compelling message and unified efforts resulted in wide-scale action and support. Through the Benefit and fundraising around it, gifts to the United Way Worldwide Disaster Relief Fund have totaled more than $11 million. Funds were distributed across 30 local United Ways in the affected areas. The benefit also brought in new individual donors and new corporate partnerships, with more than 6,700 new and re-engaged donors donating to the cause. Corporate partners such as Verizon, Chase, Proctor & Gamble, Truist and Publix also contributed and helped fund larger community resilience efforts. As a result of the Benefit, United Way was able to continue to establish relationships and set up additional long-term commitments that will continue to positively impact communities in the future.
