Helping hurricane victims in their time of need


Lowe’s, a Fortune 50 company and the world’s second-largest home improvement retailer, asked Brian Pia to ramp up the company’s profile during hurricane season.


Brian created the Lowe’s Hurricane Hotline. It featured a live phone panel of home improvement and insurance experts on local TV stations the day after hurricanes. They answered viewers’ questions and provided valuable information about how to repair storm damage. We also gave $1,000 gift cards to homeowners with the worst storm damage. Local TV stations captured the moment as Lowe’s store managers showed up at damaged houses to surprise viewers with their gift cards.


Several hours of local TV news coverage. A significant improvement in corporate reputation and sales. The University of Michigan and MIT featured the Lowe’s Hurricane Hotline as a best practice in disaster response. The Lowe’s Social Responsibility Report featured the program as well.
More Work