While 79 percent of Latino adults in the U.S. believe preparedness is a very important issue, only 39 percent of Latino households have taken any steps to prepare for an emergency.
Since 2003, the Ad Council has partnered with the Federal Emergency Management Agency (FEMA) on the Ready Campaign, which strives to educate Americans about the best ways to prepare for an emergency. That same year, the Ad Council and FEMA launched a complete Spanish-language component: The Listo Campaign includes Spanish-language public service advertisements (PSAs) for all media types, its own website, and an information hotline, 1-888-SE-LISTO.
While the Listo Campaign targets Latino families specifically, it promotes the same key actions to prepare for an emergency as the Ready Campaign: 1) be informed about the different types of emergencies that could occur and their appropriate responses to them; 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 2010, multicultural ad agency The Vidal Partnership created Spanish TV, radio, outdoor and digital assets to illustrate the importance of preparing today to help reduce the consequences of a disaster tomorrow.
The public service announcements (PSAs) direct audiences to listo.gov, where they will find a downloadable family emergency plan, emergency kit checklists and guidelines on how to better prepare.
Site visitors 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. The TV and outdoor PSAs are also available in English, and direct audiences to the Ready Campaign website, ready.gov.