CALGARY, Canada – Canadians have acquired a reputation for friendliness, politeness and humanitarian efforts. It should be no surprise then, that when torrential rains in late June gave rise to catastrophic flooding in the southern part of the province of Alberta — displacing more than 100,000 people and killing at least five — the rest of Canada rushed to render aid.

Including adult advertising network JuicyAds.

Founder Juicy Jay and his team were affected by more than sad news. Members of Jay’s family were among those forced to flee Calgary when the Bow and Elbow rivers swelled to more than 10 times their normal volume and inundated the city with of meters of roiling water.

“The police came to evacuate [my family],” Jay said. “They couldn’t take anything, their truck wouldn’t start and they fled on foot, the floodwater water chasing them.” Other family members “were lucky enough to salvage some belongings before escaping the dangerous floodwaters.”

In downtown Calgary — Alberta’s largest city and the fifth largest municipal area in the country — water swamped homes and businesses, vehicles and railroads. Outside the city, a historic bridge collapsed. Many events planned for the 101st annual Calgary Stampede have been postponed or cancelled altogether.

Jay said he plans to tour the city next week. In the meantime, Juicy Ads has donated $1,000 to the Canadian Red Cross. The donation will fund the distribution of relief materials like water and basic personal supplies for those whose homes and possessions were damaged or destroyed, as well as cleaning kits for volunteers helping with the rebuilding efforts.

“It is so important for us to do what we can to provide aid to those currently affected by this disaster in Calgary,” Jay said. “We are pleased that we can help and encourage other companies to do what they can, as well. Our thoughts are with those affected by the tragedy.”