The humanitarian crisis unfolding in Ukraine, amid widespread destruction and death, is getting uglier by the day. More than five million refugees already have fled the country, and another 4 million people may leave Ukraine in the weeks ahead. While the sheer cruelty of the situation is hard to fathom, it is yet another emergency to which the nonprofit Americares is responding.

With emergency response teams on the ground in Poland and Romania, Americares has delivered more than 20 tons of much-needed medicine and medical supplies to Ukraine. It is also working with local organizations to provide mental health support to those who have experienced trauma.

In this episode of Beyond Profit, a podcast of the ANA Center for Brand Purpose, host Ken Beaulieu catches up with Jed Selkowitz, SVP and CMO at Americares, to discuss the organization’s response in Eastern Europe and how brands can support the relief effort.