Department of Homeland Security Launches Listo Campaign
U.S. Department of Homeland Security
Office of the Press Secretary
For Immediate Release
December 8, 2003
The U.S. Department of Homeland Security, in partnership with The Advertising Council and the Alfred P. Sloan Foundation, today launched the Listo Campaign, a national public service advertising (PSA) campaign that is designed to educate and empower Spanish-speaking Americans and residents to prepare for and respond to potential terrorist attacks. Listo is the Spanish-language version of Homeland Security's Ready Campaign.
"We want everyone to get the critical information they need to be prepared for potential terrorist attacks and other emergencies," said Tom Ridge, Secretary of Homeland Security. "We have had great success with the English version of the campaign, but feel it's very important to get this critical message to the 37 million Hispanics in the U.S."
The Listo campaign offers practical suggestions to increase preparedness: make an emergency supply kit, create a family communication plan and be informed about potential threats. The ads direct Hispanics to call 1-800-237-3239 to access a free brochure or to visit www.listo.gov, a new, comprehensive website, where they can learn the best ways to protect themselves and their families against terrorism. Every individual and family has a role in strengthening the nation's preparedness.
"The general market Ready Campaign is one of the most successful Ad Council campaigns in recent history. Immediately after we launched the PSAs, millions of Americans visited the campaign website and called the toll-free number to find out how to become more prepared," according to Peggy Conlon, President & CEO of The Advertising Council. "We are incredibly grateful to the team at Elevacion for donating their time and talent to create advertising which I am confident will have a similar impact on the Hispanic community."
The PSAs are not mere translations of the English ads. Instead, the Spanish-language campaign uses a "Guardian Angel," a popular icon in Hispanic culture thought to defend individuals from danger, to deliver critical citizen preparedness information. The campaign seeks to reduce fears and empower Hispanics by providing individuals with specific actions they can take to protect themselves, their families and their communities in the wake of an attack, or other emergency situation.
Emergency Supply Kit:
Start with three days worth of non-perishable food and water. Even if your community is not directly affected by an attack, your life and daily routine could still be disrupted. You may need to shelter at home for a couple of days. Roads and stores may be closed - electricity may be turned off - your water supply might be interrupted.
Add flashlights and a battery-powered radio to hear the latest instructions from local authorities. Don't forget extra batteries, a blanket, a first aid kit and medicines, and a manual can opener. Stash away duct tape and pre-measured plastic sheeting for future use. Experts tell us that a safe room inside your house or apartment can help protect you from airborne contaminants for approximately five hours - that could be just enough time for a chemical or biological agent to blow away.
Family Communication Plan:
Make certain that everyone knows how to get in touch, and knows what the emergency plan is for different types of attacks. Every state, every community, every school and every workplace should have an emergency plan. Find out what that plan is and who is in charge. If your school or employer does not have a plan, volunteer to be part of a group to create one. Choose a meeting place, maybe a friend or relative's house, that is well away from your neighborhood. Always make sure you have a set of emergency and contact numbers posted by the phone.
Be Informed and Aware:
Visit listo.gov or call 1-888-237-3239 for a free booklet about citizen preparedness. In the event of an emergency, listen to local authorities for instructions.
The Information Campaign: Created pro bono by Elevacion, a Washington, D.C.-based advertising agency, the campaign includes television, radio, print, outdoor and Internet advertising. Ruder Finn Interactive developed the Website for the campaign. The public service announcements can be viewed at www.adcouncil.org
Elevación LTD, founded in 2001, is widely recognized as an up-and-coming full-service bi-cultural advertising agency. It has gained national attention for its consumer, social and political work. Clients have included HCA Healthcare, The Robert Wood Johnson Foundation, the Department of Health and Human Services and Department of Housing and Urban Development as well as the historic Michael Bloomberg for Mayor campaign in NY and Gore-Lieberman. For additional information visit www.elevation-us.com.
U.S. Department of Homeland Security
The U.S. Department of Homeland Security is the federal government's department with the primary mission to strengthen America's protection by preventing terrorist attacks, reducing vulnerabilities, and increasing the nation's preparedness.
The Advertising Council
The Ad Council is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.
The Alfred P. Sloan Foundation
The Alfred P. Sloan Foundation is a philanthropic nonprofit institution based in New York City. The programs and interests of the Foundation are science and technology; standard of living an economic performance; education and careers in science and technology and selected national issues and the civic program. In 2000, the foundation initiated a national program to prevent bioterrorism that has evolved to address general terrorism preparedness. To date Sloan has made 40 grants totaling over $17 million dollars in its bioterrorism program. For more information on the Foundation, visit its website at www.sloan.org.