Devastating natural disasters, such as tornadoes, floods, and wildfires which have occurred throughout the country this year highlight the need for Americans to prepare in advance for emergencies. 60% of Americans say preparation for natural or man-made disasters is very important to them, yet only 17% claim to be very prepared for an emergency situation. The public’s complacency is the largest challenge.
ESPN has teamed up with FEMA and The Ad Council to raise awareness of The Ready Campaign which encourages the public to be prepared for a natural disaster. The new PSA plays off of the “Hero” concept in sports and educates consumers to be the real “Hero” by preparing for a disaster as “you never know when the day before a natural disaster is the day before”.
ESPN and their creative agency, 77 Ventures, developed English television and radio PSAs. They also created banner ads playing off of the same images from the TV PSA. The partnership, which was initially suggested in March of 2012, aired its first PSA in August of the same year. ESPN, who has solely funded the new work, has guaranteed the PSA to continue to air through January 2013 with the possibility of additional airings through 2013.
The new PSA encourages people to visit www.ready.gov/Today to find local disaster preparedness information, a downloadable family emergency plan, emergency kit checklists,and other preparation resources. All creative will feature ESPN show footage and include ESPN, Ready.gov and Ad Council logos.