The Department of Homeland Security has announced the
launch of a “public service” ad campaign that “captures
the spirit of preparedness,” by featuring children
questioning parents about what to do during a terrorist
attack.
The family-oriented ads are the latest phase of DHS’s
Ready campaign, for which it partnered with the ad
council, and developed through pro-bono work by the
huge ad agency BBDO Worldwide, according to DHS.
“The Ready campaign is another way in which we are
galvanizing public preparedness efforts along with our
partners in cities and community organizations across
the country,” said Homeland Security Secretary Tom Ridge.
The television spots feature children asking questions
such as, “If we can’t make it home, who’ll pick us up?”
The campaign is also running on radio, in print and on
the Internet, and DHS said it has reached 210 million
people and received $310 in donated media support.