Many Americans donated and shared information on how best to help out people in Texas hard-hit by Hurricane Harvey, and now, reports Adweek, the ad industry made its own formal effort with a PSA campaign from the Ad Council. The Adweek story, in part, also stated:

The key message is that monetary donations are the best way to help storm victims because cash, unlike packaged goods, can quickly reach the most affected areas. The flexibility of money also allows it to be applied wherever it’s needed.

Omnicom’s Austin, Texas-based GSD&M enlisted the vocal talents of actor and fellow Austin resident Matthew McConaughey. The True Detective star invokes state pride while reapplying the agency’s own classic antilittering tagline, “Don’t mess with Texas,” created in 1985 for the Texas Department of Transportation.

Several organizations also contributed to the collaborative pro-bono effort, which will run in broadcast, digital, print and radio via donated time and space.

The National Association of Broadcasters, based in D.C., and the Radio Advertising Bureau, based in Irving, TX, and NYC,  will also promote the campaign among their members via websites, events, newsletters and social media.

The project is the result of a partnership between the Ad Council, USAID and the Center for International Disaster Information (CIDI). The ongoing collaboration was designed to help raise funds during times of crisis.