Anti-Discrimination Campaign s2

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)