Recent Report Highlights Need for Greater Focus on Preparedness Planning for Households
Federal Emergency Management Agency (FEMA) and Ad Council release new PSAs as part of the national Ready campaign to encourage families to create a plan
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“The first step to preparing for disasters is simple and it’s free – talk to your family and make a plan,” said FEMA Administrator Craig Fugate. “Do you know how you’ll reunite and communicate with your family during an emergency? Through our continued partnership with the Ad Council, this year’s campaign illustrates how making a plan can keep families together and safe during a disaster.”
Created pro bono by New York-based advertising agency Deutsch Inc., the new creative includes English and Spanish-language TV, radio, outdoor, print and digital PSAs which depict the aftermath of a disaster and show two families; one family who have all found each other safely at a shelter they earlier designated as their meeting place, and one set of parents who are frantically searching for their son. Through these PSAs, families are faced with the harsh reality of what can happen when you don’t have an emergency plan in place before a disaster or emergency strikes. The PSAs direct audiences to know where to find their families when a disaster strikes, and to start their emergency plans at Ready.gov and www.Listo.gov, extensive resources for preparing for emergencies.
“Our Ready campaign with FEMA exemplifies the power of advertising in influencing both awareness and behavior change. While we have significantly increased the numbers of families who have taken key steps to be more prepared, there are still too many who do not have a plan in place,” said Peggy Conlon, president and CEO of the Ad Council. “These conversations about what to bring and where to go are integral and can impact your family’s safety in the event of an emergency or disaster.”
Since the launch of the campaign in 2003, the campaign has received more than $1 billion in donated media. The campaign has also helped to generate over 71 million unique visitors to Ready.gov.
“We are excited to continue our work with the Ad Council and FEMA to create conversations and encourage people to have a plan in place in case of an emergency. This year’s campaign will elicit heart-stopping reactions from parents—and that is our goal—to motivate parents into action to create emergency plans for the safety of their families,” said Val DiFebo, CEO, Deutsch NY. “Speaking as a parent, there is nothing more frightening than being apart from your family in an emergency situation. We are honored to be part of this very important mission.”
Managed and sponsored by the Ready Campaign, NPM is designed to raise awareness and encourage Americans to take steps to prepare for emergencies in their homes, schools, organizations, businesses, and places of worship. In partnership with Citizen Corps, emergency preparedness officials, and the Ad Council, NPM is an opportunity to disseminate emergency preparedness information and host sponsor activities across the country to help Americans understand what it truly means to be ready. This year each week throughout September will have a different theme, focusing on emergency preparedness topics such as how to plan for specific needs before a disaster, how to build an emergency kit, how to practice for an emergency, and this year’s PSA campaign theme—how to reconnect with a family after a disaster.
This year’s campaign culminates with a day of action, National PrepareAthon! Day, on September 30 when people in communities across the nation will practice what to do in advance of an emergency. Practicing a preparedness action in advance of a disaster makes you better prepared to handle any emergency you may encounter.
The Ad Council is distributing the new PSAs to media outlets nationwide this week and the PSAs will run and air in advertising time and space donated by the media.
Federal Emergency Management Agency
FEMA’s mission is to support our citizens and first responders to ensure that as a nation we work together to build, sustain, and improve our capability to prepare for, protect against, respond to, recover from, and mitigate all hazards.
The Ad Council
The Ad Council (http://www.adcouncil.org/) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies. The Ad Council addresses issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.
Deutsch Inc. (www.deutschinc.com) is a group of hardworking, independent-minded, passionate problem solvers with an insatiable culture that like to build brands and make businesses grow through creativity. A full-service, integrated advertising and digital agency headquartered in New York City, Deutsch crafts a best-in-class array of marketing programs and works with clients, including Johnson & Johnson, PNC Bank, Jagermeister, Microsoft, DIRECTV and Novartis Worldwide.
FEMA News Desk