February 19, 2003
Department of Homeland Security Launches Citizen Preparedness Campaign
READY: make a kit, make a plan, and be informed
The Department of Homeland Security, in partnership with The
Advertising Council and the Sloan Foundation, today launched a national
public service advertising (PSA) campaign that will educate and empower
American citizens to prepare for and respond to potential future
terrorist attacks.
The PSAs offer practical suggestions to increase preparedness,
including learning about serious threats, making emergency supply kits,
creating a family communication plan and keeping emergency phone
numbers near the phone. The ads direct Americans to call 1-800-BE-READY
to access a free brochure or visit www.ready.gov where they can learn
the best ways to protect themselves and their families against
terrorism. Every American has a role in strengthening the nation's
preparedness.
The new campaign seeks to reduce fears and provide information by
providing individuals specific actions they can take to protect
themselves, their families and their communities in the wake of an
attack, or another emergency situation.
Emergency Supply Kit:
Start with three days worth of non-perishable food and water.
Remember, even if your community is not directly affected by an attack,
your life and daily routine may be disrupted. You may need to shelter
at home for a couple of days. Roads and stores may be closed -
electricity may be turned off - your water supply might be
interrupted.
Add flashlights and a battery-powered radio to hear the latest
instructions from local authorities. Don't forget extra batteries, a
blanket, a first aid kit and medicines, and a manual can opener. Stash
away duct tape and pre-measured plastic sheeting for future use.
Experts tell us that a safe room inside your house or apartment can
help protect you from airborne contaminants for approximately five
hours - that could be just enough time for a chemical agent to blow
away.
Family Communication Plan:
Make certain that everyone knows how to get in touch, and knows
what the emergency plan is for different types of attacks. Every
state, every community, every school and every workplace should have an
emergency plan. Find out what that plan is and who is in charge. If
your school or employer does not have a plan, volunteer to be part of a
group to create one. Choose a meeting place, maybe a friend or
relative's house, that's well away from your neighborhood. Keep your
gas tank half-full. And always make sure you have a set of emergency
and contact numbers posted by the phone.
Be Informed and Aware:
Log onto www.ready.gov or call 1-800-BE-READY. In the event of an
emergency, listen to local authorities for instructions.
The Information Campaign:
Created pro bono by The Martin Agency, a Virginia-based advertising
agency, the campaign includes television, radio, print, outdoor and
Internet advertising. Ruder Finn Interactive developed the new website
for the campaign.
The Ad Council and the U.S. Department of Homeland Security have
partnered with various organizations to extend the reach of these
critical messages. One key partnership with The Yellow Pages Integrated
Media Association will provide information about what to do in an
emergency in each of its 550 million Yellow Pages directories over the
course of the next year. Another vital partner, The U.S. Postal
Service, will distribute preparedness brochures to consumers via their
35,000 post offices nationwide.
Additionally, the Salvation Army will distribute preparedness
information from their 9,000 retail locations and the American Red
Cross will provide terrorism preparedness training from their local Red
Cross chapters. The OAAA (Outdoor Advertising Association of America)
and the NAB (National Association of Broadcasters) have generously
offered to provide their support by helping to extend the reach of the
messages.
Principal members of the OAAA have committed to donating outdoor
advertising space throughout the next year for the PSAs. This
commitment is preliminarily valued at $17.7 million. As a starting
point, ClearChannel Spectacolor has generously donated a one-month long
placement of the PSA on a billboard in Times Square. This donation
alone is valued at $65,000.
The NAB has donated multiple satellite feeds to assist in the
distribution of the PSAs to stations nationwide. In addition, Secretary
Ridge is scheduled to address the 50 state broadcast associations and
leading broadcasters from around the country at NAB's State Leadership
Conference in Washington next week. The NCTA (National Cable &
Telecommunications Association) is also donating a satellite feed to
distribute the PSAs to their constituents, representing more than 90
percent of the nation's cable television households and more than 200
cable program networks.
Secretary Ridge appears in the PSAs, as do several New York City
firefighters, Office of Emergency Management personnel, Port Authority
officers and police officers. In the ads, these spokespeople tell
Americans that they should not feel helpless or fear terrorism, but
instead take simple steps to prepare for possible attacks, just as they
do for other potential emergencies. The ads stress the need to "Arm
Yourself with Information," which is meant to empower Americans by
helping to see that they can take simple steps to protect themselves.
|