Mar 09, 2012 at 12:00 AM
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Ram Truck, The Weather Channel Team Up With First Responders

The Weather Channel and Ram Truck are teaming up with the First Response Team of America. The Weather Channel Companies have launched an exclusive cross-platform series of in-the-field "Responding by Storm" reports chronicling the works of the First Response Team of America, which arrives soon after a storm's devastation to assist local first responders with rescues and cleanup. The new content will be sponsored by the Ram Truck brand and will feature field reports during live programming on The Weather Channel network, webisodes on and exclusive mobile and tablet content. Ram also is donating three heavy-duty trucks to the First Response Team.

"Ongoing coverage of First Response Team across our platforms will give consumers another perspective into the aftermath of severe weather," said Ann Brown senior vice president, client solutions for The Weather Channel Companies. "Seeing what Tad and his team do is inspirational and hopefully seeing the challenges presented by the effects of weather will remind people of the need to take weather warnings seriously and be prepared."

"We have a great deal of respect for the work that the First Response Team does and welcome the opportunity to provide Ram trucks to help their efforts," said Fred Diaz, President and CEO – Ram Truck Brand, Chrysler Group LLC. "Our trucks are all about capability, hard work and determination. Ram truck owners are 'providers' by nature, often using their trucks to help their neighbors and communities, which makes this partnership with The Weather Channel and the First Response Team a natural fit."

Responding by Storm content begins with features on the network and will continue as First Response Team responds to weather disasters throughout the year. Content on online and on mobile will feature webisodes profiling the team and its work, along with a dedicated section on the site.

Responding by Storm reports on The Weather Channel will be sponsored by Ram Trucks and will coincide with the launch of a new cross-platform campaign on the network and the digital properties, including cobranded executions on tablets and smartphones.