After an earthquake in Haiti devastated the country and thousands displaced, the IRC reacted quickly by commissioning a public service announcement to help get emergency doctors and aid workers on the ground quickly. When the project was assigned it was a mere 3 hours after the earthquake occurred and there was no live tv footage, only photographs from those on the ground through social media. We used those images and the PSA aired in the back seats of taxis and on TV within 24 hours after the disaster.