FEMA: Prepare to protect

The United States Federal Emergency Management Agency (FEMA) and the Ad Council created the Ready/Listo campaign to promote emergency preparedness among Hispanics by driving traffic to owned websites ready.gov/plan and listo.gov/plan.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

The FEMA "Ready" campaign has been educating communities to prepare for disasters for years, however, it had limited impact on those disproportionately living in high-risk areas: Hispanics. Together with FEMA and the Ad Council, we sought to increase Hispanic preparedness.

We conducted ten online mini focus groups among Hispanic households living in high risk areas to understand beliefs on emergency preparedness. Research indicated that while Hispanics recognize the importance of being prepared for natural or man-made disasters, they do not actually prepare, finding it tedious. Inertia stems...

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