The U.S. Department of Homeland Security and the Advertising Council have partnered to produce new public service announcements to support the Ready campaign.
Ready is a national advertising campaign, preparing Americans to respond to emergencies. The PSAs include television, radio, print, Internet and outdoor versions created pro bono by ad agency BBDO New York.
A new TV ad featuring first lady, Laura Bush, has also been unveiled, in which Ms. Bush discusses emergencies preparedness.
All of the new PSAs highlight the fact that many families have not yet taken the necessary preparedness steps, including purchasing an emergency supply kit, making a family emergency plan and learning more about different emergencies and their appropriate responses.
The documentary-style TV and radio ads feature real families discussing their emergency plans-or lack thereof. They will be distributed nationwide via ad network FastChannel and can be viewed on the Ad Council Web site at www.adcouncil.org.
Since its launch in 2003, the Ready campaign has generated more than $593 million in donated media support and has received more than 1.9 billion hits for the site at www.ready.gov.
The campaign also has a complete Spanish language component, including PSAs for all media types and its own website, www.listo.gov.