FEMA launches PSA Campaign to encourage Hispanic Americans to take steps to prepare for emergencies

The Department of Homeland Security’s Federal Emergency Management Agency (FEMA) and the Ad Council were joined today by Los Angeles Mayor Antonio Villaraigosa to launch a new series of Spanish-language public service advertisements (PSAs) encouraging Americans to take steps to prepare for emergencies. The PSAs were launched as part of National Preparedness Month and direct viewers to Listo.gov, the Spanish-language extension of Ready.gov. According to a recent Ad Council survey, nearly six in ten Hispanic Americans have not taken steps to prepare for an emergency.
   
To view the multimedia assets associated with this release, please click: http://multivu.prnewswire.com/mnr/adcouncil/46032/>. 
   
“Preparedness is a shared responsibility and we all have a role to play, including the public,” said Department of Homeland Security Secretary Janet Napolitano. “These Spanish-language PSAs are part of our ongoing effort to encourage communities across the country to get involved and take a few simple steps now to prepare before an emergency or disaster.”
   
Created pro bono by Hispanic ad agency The Vidal Partnership, the new Spanish TV, radio, outdoor and digital illustrate the importance of preparing today to help reduce the consequences of a disaster tomorrow. The PSAs direct audiences to http://www.listo.gov, where they will find a downloadable family emergency plan, emergency kit checklists and guidelines on how to better prepare. Users 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 translated English, and direct audiences to the Ready Campaign website, http://www.ready.gov>.
   
“The public is the most important member of the nation’s emergency management team, and these new PSAs are one of the ways we’re reaching out to all members of the community about the importance of preparedness,” said FEMA Administrator Craig Fugate. “By taking a few simple steps to prepare your family now, you can help keep them safe during the next disaster.”
   
According to an August, 2010 national survey conducted by the Ad Council of Hispanic Americans, 96% agree (74% strongly agree) that taking some simple steps beforehand to prepare could do a lot to help protect an individual and family in the event of an emergency. However only one-third (34%) say they have a family emergency plan in place in the event of a disaster, and only 42% say that they have actually taken any steps to prepare. And as a population, Hispanics lag behind the population as a whole on several important preparedness measures.
   
“In spite of the progress we have made with Listo, our research shows that we need to increase the level of preparedness among Hispanic Americans through educational tools and resources so they will take steps to prepare for potential disasters,” said Peggy Conlon, president and CEO of the Ad Council. “Our new PSAs, developed in partnership with FEMA, illustrate the importance of acting in advance so families can avoid being unprepared during a disaster.”   
   
The Listo Campaign encourages people to take three simple steps: (1) Get an emergency supply kit; (2) Make a family emergency plan; and (3) Be informed about the types of emergencies that can happen in your area and their appropriate responses. Performing these preparedness steps will help reduce the impact of natural or man-made disasters.
   
The new PSAs were launched as part of National Preparedness Month at an emergency preparedness fair in Los Angeles, CA. This event was hosted by state and local government agencies, non-profit and private sector organizations.