Direct Relief Named TIME Magazine's Dreamer of the Year

For the fourth year in a row, in partnership with TIME’s Person of the Year, American Family Insurance is presenting its 'Dreamer of the Year' Award. The 'Dreamer of the Year' is a distinction that recognises an individual or organisation that works tirelessly to protect, restore and champion the dreams of their communities. It is presented, appropriately, at a time of year when home and giving thanks take centre stage - qualities that are, perhaps, now needed more than ever.

This year’s honouree is Direct Relief, a humanitarian organisation that spent the early days of 2025 fighting disaster in its own backyard when Los Angeles was devastated by one of the most destructive wildfire events in its history.

Headquartered just up the coast in Santa Barbara, Direct Relief responded to this crisis heroically. Said Direct Relief CEO Amy Weaver, “Hope is our organisation’s anchor. Nothing is more important than giving someone hope – letting them know that people see them, care about them, and believe better days are ahead.”

During its earliest hours, members of Direct Relief stepped up, leaned in and supported each other and the community. The first thing they asked was 'How can we help you?' The result was offering a sense of hope and a way for people to wrap their minds around rebuilding their dreams for the future.

In the six months following the fires, Direct Relief has distributed over $12 million in financial and material aid, supporting 65 community organisations – from search and rescue teams, to in-school support for students coping with trauma.

“Disaster recovery is about more than delivering aid. It’s about restoring people's dreams and dignity, and the belief that a future worth building is possible.” said Sherina Smith, chief marketing officer at American Family Insurance. "We're proud to, once again, partner with TIME to recognise the dreamers who understand the importance of protecting those dreams.”

American Family Insurance’s partnership with TIME dates back to 2020 when the companies combined for a virtual reality exhibit to honour the 50 year anniversary of Dr. Martin Luther King’s 1963 March on Washington for Jobs and Freedom – the ultimate dream.