Since 2003, FEMA has leveraged their “Ready” campaign to encourage, educate and empower Americans to take personal responsibility to prepare for emergencies, including natural and man-made disasters, ultimately contributing to a culture of preparedness across the nation. In 2022 The agency was looking to boost that capacity with it’s very first custom effort focused on Black Americans.
The campaign had a broad general market target of parents with children living at home to motivate them to prepare their families.
Since 2003, FEMA has leveraged their “Ready” campaign to encourage, educate and empower Americans to take personal responsibility to prepare for emergencies, including natural and man-made disasters, ultimately contributing to a culture of preparedness across the nation. In 2022 The agency was looking to boost that capacity with it’s very first custom effort focused on Black Americans.
The campaign had a broad general market target of parents with children living at home to motivate them to prepare their families.
Culture Study
Strategy
Social Strategy
Creative Direction
Script Writing
Production
Project Management
AdCouncil selected Creative Theory Agency to create FEMA's Ready Campaign PSAs to be developed pro bono.
In this pivotal moment, CTA saw the opportunity to build a renewed sense of trust and empower marginalized communities historically wary of FEMA — and an opportunity to bring culture and community to a significant force in American government.
To effectively communicate with Black Americans in peak areas of disaster, we developed two narrative arcs that simultaneously worked to build trust in local communities while highlighting the value of preparedness through relatable, authentic, and thoughtful visual storytelling.
We developed two PSA’s across the two distinct narrative arcs with the creative available on TV, radio, print, out of home and digital formats.
We developed two PSA’s across the two distinct narrative arcs with the creative available on TV, radio, print, out of home and digital formats.
Using quick-hit social video cuts, we continued to meet our audience where they are with thoughtful visual storytelling on preparedness and legacy-building.
