POST-HURRICANE KATRINA – THE SHAW GROUP

In the chaotic months following Hurricane Katrina, there was there was little positive evidence of progress in either cleaning up South Louisiana or rebuilding it. The messaging strategy for The Shaw Group’s advertising featuring CEO Jim Bernhard was intended to inspire confidence and show residents that its homegrown Fortune 500 disaster-response company, which had unwatered New Orleans and was working closely with FEMA on all aspects of the recovery, was providing leadership and action.