ERICSSON RESPONDS TO WORLDWIDE DISASTERS
By Adnews Staff
Telefonakiebolaget LM Ericsson of Sweden has launched a new global initiative called Ericsson Response. According to the telecommunications company, the initiative is designed to improve the world's response to man-made and natural disasters. Ericsson Response is being led by Ericsson in partnership with several United Nations entities and the International Federation of Red Cross and Red Crescent Societies. The brand and identity was developed by Toronto-based Manifest Communications. The social marketing firm is promoting the new initiative with a series of print ads running in various publications including The New York Times, The Financial Times, The Wall Street Journal Europe and Asia and Foreign Affairs. The ads feature a photograph of flood victims stranded in Mozambique with the text, "How do we deal with that?" A global media relations program and a Web site at <http://www.ericssonresponse.com> will also promote the new initiative.