How not to plan for an emergency with your family.
No one wants to think about an emergency. So why would you want to plan for one?
That’s a glimpse into the mind-set our Ready Kids campaign for the Federal Emergency Management Agency (FEMA) and the New York City Office of Emergency Management (OEM) hopes to help families overcome.
Research suggests that despite all the recent havoc Mother Nature has inflicted upon folks around the country, not to mention man-made threats that abound, many people still do not have an emergency plan. Wrongly believing they will be able to handle the situation if and when it occurs. In fact, even after Hurricane Sandy, 41 percent of New Yorkers say they don’t have an emergency plan. Preferring instead to “wing it.”
As for the parents who do have plans, many fail to share them with their children because the threat of disaster is something they would rather not burden their children with.
That’s a problem that needed to be addressed.
In the campaign, we show just how ridiculous and shortsighted this kind of thinking is. We didn’t want to use scare tactics or get overly preachy with the campaign, so we decided on humor as the best way to dispel this “hope-for- the-best mentality.”
In each spot, we meet a family who confronts their lack of preparation in the form of an ill-conceived emergency plan. Gathered around the dinner table and living room to discuss their “non-plans,” both families are blissfully unaware of their poor decisions.
Each piece of the campaign ends with a summation line and a call-to-action, driving families to the Ready.gov website and urging them to know “who to call, what to pack, and where to meet.”
Just in time for National Preparedness Month (NPM) in September, the work will be blanketing the airwaves (TV, digital, social, radio) and plastered around the U.S. of A. with Out of Home and print work. OEM and FEMA will also kick off the 10th annual NPM this morning and launch new NYC-branded preparedness ads in partnership with the Ad Council.
FYI, a Go Bag is a bag you pack in advance with stuff you’ll need in case of an emergency. Where’s yours?