Victims of Turkey's earthquake of August 17 last year benefited by a record $58.2 million following a worldwide appeal campaign by Saatchi & Saatchi, Instanbul, on behalf of the Red Cross.

The disaster, said to be one of the worst natural catastrophes of the twentieth century, spurred the Red Cross to mount an international campaign, harnessing the efforts of Saatchi offices in 27 countries – the first time the charity had worked with the same agency worldwide on a single project.

The Instanbul office of Zenith Media, the media planning and buying shop co-owned by Saatchi and Cordiant, negotiated free ad space and airtime for the appeal in Canada plus a host of European nations, among them Austria, Belgium, Germany, Hungary, Poland and Spain.

News source: Advertising Age - International Daily