Ready New York
Campaign Sponsor: NYC Office of Emergency Management
Volunteer Advertising Agency: Cramer-Krasselt
BACKGROUND:
The 10th anniversary of the tragic events of September 11th highlights the need for a reminder to New Yorkers of the importance of preparedness. The New York City Office of Emergency Management (OEM) has developed a comprehensive preparedness campaign, Ready New York, for the city’s more than 8.2 million diverse residents.
According to a 2010 OEM survey, 40 percent of New Yorkers said they did not feel prepared for an emergency, such as a natural disaster, fire, power outage or act of terrorism. Additionally, 41 percent said they did not have any form of a household emergency plan, and 68 percent did not have all of the recommended emergency supplies.
The Ready New York campaign directs audiences to a comprehensive website, www.nyc.gov/readny (www.nyc.gov/listony), which provides tools and information in English, Spanish, and other languages to help New Yorkers take the necessary steps to be prepared.
The site also features the new Readiness Challenge – an online tool that puts users in real-life emergency situations, forcing them to make quick decisions at every turn. In addition to demonstrating the importance of being prepared, the Readiness Challenge ties in the My Meeting Place Facebook application and other OEM materials to help users get started on their emergency plans.
CAMPAIGN OBJECTIVE:
· Ready New York is a local PSA campaign designed to educate and empower New Yorkers to prepare for and respond to emergencies including natural and man-made disasters.
· Ready New York’s goal is to raise awareness among New Yorkers about the importance of preparedness.
TARGET AUDIENCE:
· New Yorkers 25 years of age and older, particularly those with children.
CAMPAIGN MESSAGING:
· Ready New York asks individuals to take three key steps: 1) get an emergency supply kit, 2) make a family emergency plan, and 3) be informed about the different types of emergencies that could occur and their appropriate responses.
· All campaign material drives individuals toward the Ready New York website, www.nyc.gov/readyny, (www.nyc.gov/listony) to learn more.
· The creative focuses on the idea that you are your family’s first responder, and it’s up to you to make a plan for you and your family.
FOR ADDITIONAL CAMPAIGN INFORMATION, PLEASE CONTACT:
Judith Kane
Director of Communications
NYC Office of Emergency Management
165 Cadman Plaza East
Brooklyn, NY 11201
Phone: (718) 422-4829
OR
Becca Stahl
Assistant Campaign Manager
The Advertising Council
1203 19th Street NW
4th Floor
Washington, D.C. 20036
Phone: (202) 558-7209
Fax: (202) 331-9790 www.adcouncil.org
TO ORDER ADDITIONAL
CAMPAIGN MATERIALS,
PLEASE CONTACT:
Phone: 800-933-PSAS (7727)