Author: Brian

This isn’t a post about advertising. Or marketing. Not jobs, layoffs, news or trends either.

This is about life. And about people.

David Armano is one of many that I follow on Twitter. In addition to being active on Twitter he works in the agency business and publishes a blog. On Tuesday evening, he introduced those who are connected to him to a woman named Daniela, who left her husband because she had been abused.

David and his family took in Daniela and her three children, offering them a temporary home, and did what they were able to do to help make this transition as painless as possible.

He also asked his friends for help. He reached out to his 8,000+ followers on Twitter, with a humble plea for assistance. The goal was to raise enough money to Daniela to be able to rent an apartment for her and her children until she could get back on her feet. When he asked, he set a goal of $5,000. By late Tuesday night, that goal had been met, and then some. Today, that number stands at over $14,000.

Over $14,000 in less than 24 hours.

The speed at which this happened, and the generosity that people have shown is just amazing on many levels. There’s no way I could recap what/how/why everything unfolded, but Steve Hall sums it up nicely in part of his recap on Adrants:

It worked because was very personal. It worked because Armano has developed deep relationships with many people online he’s likely never physically meant. It’s that aspect of online social life which fueled this and which fuels social media. It’s never really about the technology. It’s about the people. Social media (or whatever you want to call it) has simply given us new ways to connect with people and, in doing so, has provided us with new and different means to socialize and make friends.

And come to their aid when needed.

Without Twitter, this would not have happened. More correctly, it would not have happened so quickly. This is far from the first time a “fund” has been set up to help a battered woman. Physical communities and neighborhoods have always banded together when needed. But it’s usually very slow moving and when it shifts into old school milk carton and telemarketing pleas, it’s devoid of anything personal or meaningful. With Armano’s digital neighborhood, it was personal and when things are personal, they are meaningful.

A few other people/places where this has gotten coverage:
-David Griner broke it down into 5 points to explain why things worked out the way they did.
-Helen Walters wrote about it in The Collective Power of Individuals on the BusinessWeek website.
-And of course, David Armano has provided updates on his blog.

To David, for setting the ball in motion, and everyone else who was (and is) involved in one way or another:

Well Done.