September 14, 2012 by Screenmag
As part of the ninth annual National Preparedness Month (NPM), the Department of Homeland Security’s Federal Emergency Management Agency (FEMA) and the Ad Council unveiled a new series of public service advertisements (PSAs) as part of their Ready campaign. Created pro bono by advertising agency Leo Burnett, the new PSAs emphasize the message that “you never know when the day before is the day before” by utilizing imagery of infamous natural disasters juxtaposed with comparatively idyllic imagery what it looked like the day before the destruction.
The Ready campaign encourages individuals, families and businesses to make preparedness a year round activity in an effort to prepare all Americans in advance of a potential emergency. FEMA recommends taking four simple steps when preparing for the unexpected: (1) Get an emergency supply kit; (2) Make a family emergency plan; (3) Be informed about the types of emergencies that can happen in your area and their appropriate responses; and (4) Get involved by finding opportunities to support community preparedness.
“This year’s wildfires, the derecho, and Hurricane Isaac are all important reminders that disasters can happen anytime, anywhere,” said FEMA Administrator Craig Fugate. “By taking steps now to prepare for emergencies, we ensure that our families and communities are prepared to respond and recover from all types of disasters and hazards. Together, our efforts will build a stronger and more resilient nation.”
The new TV, radio, outdoor, print and digital ads make use of real people and emergencies that have occurred; illustrating the importance of preparing today to help reduce the consequences of a disaster tomorrow. The Ready PSAs direct audiences to a new campaign microsite, www.ready.gov/today, where they will find a downloadable family emergency plan, emergency kit checklists and guidelines on how to better prepare. Users can also access a clickable map to find contact information for state and local government agencies, where they can learn about specific emergency information in their communities.
"Most of us think about preparing for a disaster when we are in the middle of one," said Susan Credle, Chief Creative Officer, Leo Burnett. "By emphasizing that the time to prepare is on an ordinary day like today, we hope people and communities will be safer if and when that fateful day comes."
The Ready Campaign has proven to be one of the most successful campaigns in Ad Council’s 70-year history. The ads have generated more than $955 million in donated media support, www.ready.govhas received more than 69 million visits, and more than 30 million people have downloaded the campaign’s informational brochure. The new PSAs will air in advertising time that will be entirely donated by the media.