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, contributing to a culture of preparedness across the nation. In 2022, Creative Theory Agency was looking to boost that capacity with its 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, contributing to a culture of preparedness across the nation. In 2022, Creative Theory Agency was looking to boost that capacity with its 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 develop pro bono public service announcements for FEMA's Ready Campaign. In this pivotal moment, the agency recognized an opportunity to foster a renewed sense of trust and empower marginalized communities, who have historically been wary of FEMA, by infusing culture and community into a significant force within the American government.
To effectively communicate with Black Americans in peak areas of disaster, we developed two PSAs across the two distinct narrative arcs, 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.
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.
