today-takes-action

Go behind the scenes of TODAY Takes Action

Feb. 14, 2013 at 6:17 PM ET

It's been a great week for TODAY Takes Action, as each anchor debuted a public service announcement for a cause close to their hearts.

Each PSA was created in partnership with the Ad Council in an effort led by official Ellyn Fisher, who revealed a behind-the-scenes look at the process in a blog post for the organization. 

"Those anchors have incredible stamina — after a 3 a.m. wake-up they joined us for 8-10 hour shoots — many of which involved serious physical activity," she wrote. "Just like with the movies, filming just one second of a TV spot can take hours upon hours."

The anchors each took on physical challenges for their PSAs, showing off surprising skills. "Savannah lifts tables," Fisher wrote. "I was in awe of Natalie's workout routine. And Matt can fit himself into the smallest and best hiding places. Al is both water and weatherproof."

So far, the reaction has been great from TODAY fans, and there's still plenty of time to take action. "I saw colleagues and friends shed tears after watching the poignant set-up for the Fatherhood campaign; we received requests from community groups who want to use Savannah's Hunger PSA in local events; there have been Facebook messages and tweets of thanks to Al for helping teach them about preparedness; and I've heard many say they're considering pet adoption after seeing the PSA about Natalie Morales and Zara," Fisher wrote. "And this is only the beginning!"

More from TODAY Takes Action:

Savannah hosts a dinner to fight hunger

Natalie's 'best friend' spills her secrets — on pet adoption

Matt Lauer plays hide-and-seek to promote hands-on fatherhood

Al Roker reveals 3 steps to weathering a disaster

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