In times of disaster people always seem to come together.  The horrific severity of yesterday's Japanese earthquake is still being determined, an event that literally moved the Japanese coast by eight feet and shifted the earth's axis.  Hundreds are already dead, and thousands are endangered or are suffering. As rescue efforts escalate, across the world in Austin, Texas the 2011 SxSW Interactive festival has gathered, an event that often espouses the polar opposite of selflessness. Several attendees, including friend Leigh Durst, have reversed that trend, if only for a moment with their "SxSW4Japan" fundraiser.

If you are attending this year's fundraiser or have an inkling to give, this small campaign is just one of many ways to give back. On site attendees are using the #sxswcares hashtag in their relief efforts. Dollars are sent to the American Red Cross's relief effort.  Please find a way to participate in Japanese earthquake relief if you can.