Background & Target Audience
According to the U.S. Census Bureau, the Latino community is the fastest growing community in the nation, growing by 23 percent over the decade. This growth drove FEMA’s focus for this year’s Ready Campaign to help all residents better prepare for disasters. FEMA used a data-driven approach to identify and develop culturally competent messaging tailored to resonate with the Hispanic and Latino community to encourage audiences to develop emergency plans. The Latino focused ads seek to build on the annual month-long Ready Campaign activities that kicked off with President Biden’s proclamation for the month."
The following toolkit is aimed to equip FEMA’s partners with targeted messaging and resources that will help them get preparedness information in the hands of the Hispanic and Latino communities.
The theme of this campaign is “Prepare to Protect” and centers on Hispanic and Latino community’s commitment to personal planning for occasions and family milestones as a bridge to planning for disasters. The campaign leverages the rich, diverse culture of the Hispanic and Latino communities to inspire people of all background to be prepared.
Through FEMA’s partnership with the Ad Council, the PSAs were created by Lopez Negrete Communications. FEMA’s very own Hispanic/Latino Employee Resource Group was also tapped to help shape the ads. In 2021 to President Biden’s Executive Order on Racial Equity, National Preparedness Month featured a series of Latino public service advertisements™ (PSAs) launched during Hispanic Heritage Month. The PSAs are available in English and in Spanish and have themes that resonate with other communities. These 2021 PSAs are the first in the campaign’s 20-year history using research and data-driven approaches to create new content creation focusing on a specific racial group. In prior years, content was developed in English and then translated in Spanish, but in 2021, content was developed in Spanish first.
Tagline:
“Prepare to Protect. Preparing for disasters is protecting everyone you love.”
English Language Videos:
- Prepare to Protect PSA: The Best Planner (:60)
- Prepare to Protect PSA: The Best Planner BBQ (:30)
- Prepare to Protect PSA: The Best Planner Big Game (:30)
- Prepare to Protect PSA: The Best Planner Anthem (:15)
- Prepare to Protect PSA: The Best Planner BBQ (:15)
- Prepare to Protect PSA: The Best Planner Soccer (:15)
- Prepare to Protect PSA: The Best Planner Birthday (:15)
- Prepare to Protect PSA: The Best Planner Anniversary (:15)
Spanish Language Videos:
- Prepare to Protect PSA: The Best Planner (español) (:60)
- Prepare to Protect PSA: The Best Planner BBQ (español)(:30)
- Prepare to Protect PSA: The Best Planner Big Game (español)(:30)
- Prepare to Protect PSA: The Best Planner Anthem (español)(:15)
- Prepare to Protect PSA: The Best Planner BBQ (español)(:15)
- Prepare to Protect PSA: The Best Planner Soccer (español)(:15)
- Prepare to Protect PSA: The Best Planner Birthday (español)(:15)
- Prepare to Protect PSA: The Best Planner Anniversary (español)(:15)
More Information
- “Prepare to Protect” Public Campaign Information
- President Joseph R. Biden, Jr. Signs Proclamation for National Preparedness Month 2021
- President Joseph R. Biden, Jr. Signs Proclamation for National Preparedness Month 2021 (español)
Graphics:
Prepare to Protect | Ready.gov
National Preparedness Month Social Media Graphics
Hashtag
- #PrepareToProtect
- #BeReady
Social Media Posts
Kids
- Children are the future & an important part of building a national culture of preparedness. Teach your kids how to #BeReady this hurricane season! Find fun activities & safety tips: Ready.gov/kids
- #PrepareToProtect means preparing to protect everyone you love. Start by making a plan before disasters and emergencies strike ➡️ Ready.gov/Plan Involve your entire family, including children, in planning for disasters and emergencies so they are prepared, not scared.
- Disasters can leave children and teens feeling frightened, confused and insecure. Their responses can be quite varied. It's important to not only recognize these reactions, but also help children cope with their emotions. #Legacy Ready.gov/Helping Children Cope.
General preparedness messages
- What is a no-cost preparedness step you can take to protect yourself and your loved ones during emergencies?
✅ Download FEMA App and sign up for emergency alerts to get immediate life-saving information from your local officials.
More: Ready.gov/Tech Ready
#PrepareToProtect
- Well-connected communities are more resilient. Your neighbors are a great support system before & after disasters. Exchange contact information today if you have not already in order to help each other in case of an emergency. 🏡🧑🏻🤝🧑🏽. Ready.gov/kit
Emergency Kit
- Stocking your emergency kit is an important step while preparing for a disaster. #PrepareToProtect by having enough supplies to last you and your family a few days. Include:
✅ Food & water
✅ Meds and a First Aid Kit
✅ Flashlight + batteries
More: 10 Items to Include in Your Emergency Kit | FEMA.gov
- Build an emergency supply kit this #NationalPreparednessMonth! Consider unique needs of your family. Include supplies that might be needed by pets, older adults, and those with disabilities in the event of the emergency. Ready.gov/kit
Make a plan
- Make a plan for you and your family!
- Consider any special needs your family might have.
- Make sure your kids know important phone numbers.
- Learn your evacuation routes.
www.ready.gov/plan #PrepareToProtect
- Disasters can happen anywhere, any time. That’s why it’s important you’re prepared. Do you have a plan for yourself, your pets, and your family? Consider the specific needs you might have in an emergency. Ready.gov/plan
Pets
Your pets rely on you to keep them safe! Add these items in your emergency bag in case you need to evacuate with your four-legged buddies:
- A selfie with them in case you get separated.
- Medicine & grooming items.
- Collar with an ID & a leash.
More → Ready.gov/pets
#PrepareToProtect