In recent years, devastating earthquakes, tornadoes, floods and wildfires have highlightedthe need for Americans to prepare for natural disaster. However, according to the Federal Emergency Management Agency (FEMA), half of Americans have not discussed or developed a family emergency plan.
The Ad Council has partnered with FEMA on the Ready Campaign since 2003, with the goal of educating Americans about the best ways to prepare. The Ready Campaign recommends taking four steps towards preparedness: 1) be informed about the different types of emergencies that could occur and their appropriate protective actions; 2) make a family emergency plan including information on how to reconnect and reunite; 3) build an emergency supply kit to have supplies you will need whether at home, at work or in the car; and 4) get involved by finding opportunities to support community preparedness.
In 2014, advertising agency Deutsch Inc., developed new creative, which includes English and Spanish-language TV, radio, outdoor, print and digital PSAs that highlight the need for creating a family emergency plan about where to go and what to do in the event of a local disaster. They depict two different families in the aftermath of a disaster: One family finds each other safely at a shelter they earlier designated as their meeting place, while another set of parents frantically search 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, which provide extensive resources for preparing for emergencies.