Once again, Mother Nature reminds us how fragile life is.  With one calamitous sweep of wind and rain, the world’s deadliest typhoon of 2011 hit land on the thriving cities of Iligan and Cagayan de Oro in mid-December, striking at the dead of night. 
 
At its wake, Typhoon Sendong caused the death of 1,500 while over 500 are still missing.   It cleared and buried 42,000 homes, leaving nearly 55,000 individuals from more than 5,500 families in evacuation centers.  Homeless and desolate, victims of Sendong now rely on the warmth of a kind hug and the reassurance of a helping hand. 
 
Known for its bayanihan spirit, feisty Filipinos were up and ready to provide food and water, basic necessities and medicine.   As with Typhoon Ondoy in 2009, everyone was eager to do their own little bit to help.  
 
Members of Advertising Suppliers Association of the Philippines, along with friends from the United Print Media Group, the Kapisanan ng mga Brodkaster ng Pilipinas and the Philippine Association of National Advertisers, as well as the Association of Accredited Advertising Agencies of the Philippines, the Independent Blocktimers Association and the Technical Group for Events and Entertainment of the Philippines join forces to create one meaningful fund-raiser to sustain Sendong relief efforts.
 
This powerhouse group of the country’s advertising industry is Cause I’m Sendong All My Love for You, so to speak, in a variety show and concert on January 28 at the Quezon City Memorial Circle.   Supported by the Quezon City local government, and with performances by local artists also on a mission to spread hope, Cause I’m Sendong All My Love for You is sure to be a massive endeavor.
 
Aimed at generating P1.5 million through a variety of sponsorship packages from P10,000 to P100,000, sponsors are invited to send their donations to Cause I’m Sendong All My Love for You fund-raising concert.  All proceeds from sponsorships and donations will be coursed through the Pelaez Foundation and the Philippine National Red Cross.   Typhoon victims still in desperate need of assistance will benefit through shelter rehabilitation and home building projects. 
 
‘Cause I’m Sendong All My Love for You is a one-of-a-kind production crafted specially by topnotch industry leaders who have pledged their involvement and services in full commitment in the spirit of hope and goodwill.  -*-