Here's a test:
Pick any brand under the sun that might have a product to help people recover from or deal with a major disaster. A disaster like the one Southern California is facing.
Now write a radio spot or make an ad conveying your sympathies and letting people know that your brand is here to help.
Oh, and - don't sound corporate, patronizing, or in any way shape or form like you are selling a product.
Wow. That feels immoral.
Is it? Or has Don Just gotten in my head?
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