What if you had a $25,000 budget to market a movie but decided to spend every penny helping Haiyan victims?
Casey got $25k from 20th Century Fox and Walter Mitty to do a movie promo. He decided to spend it all helping out victims of Typhoon Hayman and, while at it, make the promo "in line" with the brief: "motivate, inspire and give people a catalyst to do something they've never done".
MONEY WELL SPENT, BRILLIANT IDEA!!!!
PS: kudos to the marketing people at the studio, not everyone would have given the go ahead!