Movement from TBWA\Chiat\Day LA Inspires Solidarity and Encourages Donations for the LA Arts Community Fire Relief Fund

In the wake of the catastrophic wildfires that have severely impacted Los Angeles, creative advertising agency TBWA\Chiat\Day LA, deeply rooted in the City of Angels, is launching the ‘We Heart LA’ fundraising campaign. This heartfelt initiative, composed of a unifying brand toolkit and exclusive merchandise, is designed to celebrate the indomitable spirit of Los Angeles while providing essential support to those who have been directly affected by the fires. As a city known for its creativity and resilience, this movement exemplifies the power of community and collaboration in times of crisis.

A Unifying Brand Toolkit for Support

The ‘We Heart LA’ Brand Toolkit is a key component of the campaign, offering a downloadable set of creative assets that individuals and brands can use to show their support for the city—both visually and financially. The toolkit includes a variety of customizable materials tailored for social media, out-of-home advertising, and other promotional platforms, allowing businesses and individuals to amplify their support and share their message of solidarity with the city. By incorporating these assets into their own marketing campaigns, companies can not only lend their visual voice to the cause but also demonstrate their commitment to rebuilding and supporting their community.

In addition to the brand toolkit, TBWA\Chiat\Day LA is offering a line of merchandise, including T-shirts, tote bags, and hats, all featuring the distinct and powerful ‘We Heart LA’ logo. These items provide a tangible way for consumers to contribute to the cause, as all proceeds from the sales will go toward the LA Arts Community Wildfire Relief Fund. The merchandise features creative design elements inspired by the recognizable ‘LA’ hand gesture and enhanced by the warmth and optimism of a yellow heart—an emblem of hope, renewal, and the strong, vibrant heart of Los Angeles.

A Message of Resilience and Community

At the core of the ‘We Heart LA’ campaign is a message of unity and strength. “The heart of Los Angeles is its incredible people—the diverse communities that come together in times of crisis to lift each other up,” said Kirsten Rutherford, executive creative director at TBWA\Chiat\Day LA. “Decades ago, ahead of the 1984 Olympics, our agency brought the city’s vibrancy to life through Randy Newman’s iconic ‘I Love LA’ as the soundtrack to a major sports commercial. Today, that enduring love for LA drives this new movement, inviting everyone to rally together for our community in its time of need.”

The wildfires have tested Los Angeles in ways that have challenged even its most resilient residents. However, as the city rebuilds, the ‘We Heart LA’ campaign is offering an opportunity for all Angelenos, as well as those who love the city, to participate in a collective effort to restore and strengthen the community. The movement is not just a response to the crisis but a celebration of the spirit of LA—its creative energy, its determination, and its capacity to unite in times of hardship.

Supporting the LA Arts Community

The LA Arts Community Wildfire Relief Fund is an essential component of this campaign, and all funds raised through the sale of the brand toolkit and merchandise will go directly to this Getty-led emergency relief fund. The fund provides financial support to the thousands of artists and arts workers across Los Angeles who have been devastated by the fires. Many have lost their homes, studios, or livelihoods, and the Wildfire Relief Fund aims to provide vital assistance to help these individuals get back on their feet.

The arts community plays a vital role in the cultural fabric of Los Angeles, and the devastation caused by the fires has deeply impacted creative professionals who contribute so much to the city’s identity. The ‘We Heart LA’ campaign is a direct call to action, encouraging people to support those in need while celebrating the contributions that the arts community makes to the rich and diverse culture of LA.

A Lasting Impact on the City’s Creative Spirit

"'We Heart LA' is more than a campaign—it’s a movement," said Courtney Nelson, president of TBWA\Chiat\Day LA. “It’s about cherishing the true spirit of this great city: resilient, compassionate, and united in the face of adversity. Our goal is to make a lasting positive impact on the vibrant creative community that makes up our city and industry. We’re so lucky to call Los Angeles home to our agency and are committed to helping it flourish again.”

As the city recovers, the ‘We Heart LA’ campaign is helping to shine a light on the importance of unity and compassion in the face of tragedy. TBWA\Chiat\Day LA’s ongoing commitment to this cause extends beyond a fundraising initiative. It is a movement that invites all Angelenos, local businesses, and global supporters to join hands and make a difference.

The message behind this campaign is simple yet powerful: when Los Angeles is tested, its people will always rise. Through the ‘We Heart LA’ campaign, the city can begin to heal and rebuild, with support from those who share a love for the city’s creative spirit and the communities that make it unique.

How to Get Involved

Getting involved with the ‘We Heart LA’ fundraiser is simple. Brands and individuals can access the brand toolkit online and start using the creative assets to share their support. By purchasing a T-shirt, tote, or hat, supporters not only wear their love for Los Angeles but also contribute to the relief efforts that will help artists and creatives rebuild their lives. All donations made through the campaign will go directly to those in need, ensuring that the funds raised will have a meaningful and lasting impact on the people who help make LA the cultural hub it is.

Through its collective effort, the ‘We Heart LA’ campaign will not only help the city recover but also remind everyone that the heart of Los Angeles lies in its people—united, resilient, and stronger than ever.

Join the Movement Today

The ‘We Heart LA’ campaign is more than just a fundraiser; it’s a celebration of a city’s spirit, creativity, and unwavering sense of community. Whether you’re a resident of Los Angeles or someone who has fallen in love with the city from afar, you can join the movement and make a meaningful contribution to the recovery of the LA arts community. Together, we can help rebuild Los Angeles and restore the heartbeat of a city that continues to inspire the world.