Disaster Preparedness

Historical Context• Hurricane Katrina destroyed New Orleans in 2005, killing of 900 people

and leaving thousands homeless.

• In 2012, Hurricane Sandy cut communications to the public and leaving millions of people without power in dangerous conditions.

• After the terrorist attack on September 11, 2001, The American Red Cross highlighted its mission statement and has become the leading voice of disaster preparedness throughout the United States.

“The American Red Cross prevents and alleviates human suffering in the face of emergencies by mobilizing the power of

volunteers and the generosity of donors”

Media• Developed Smartphone Apps for Adults and Kids (social media)

• Public Service Announcements (video)

• Preparedness checklists (print)

Messages & Target Audiences

“Be Red Cross Ready: Get a kit. Make a plan. Be informed.”

• Campaign released after the destruction of Hurricane Super Storm Sandy.

• Encourages each institution to take necessary steps to get and stay prepared

• Stresses the steps essential to be prepared in the event of an emergency.

• Targets home and families, school and students, and workplace and employees.

Purpose

Straight and to the point messages are intended to deliver the information to educate and create

awareness of disaster preparedness.

• White Propaganda– Often cites where information came from and also provides links to further

information (Government agencies and reports)

• Consistency Theory– Constantly and repetitively driving the messages through

multiple media mediums

• Agitative persuasion– Encourages its audiences to take action which is

inciting change and a new point of view

• Model for Social Action– Jamie Lee Curtis, a prominent actress and

mother is featured in a PSA

Techniques Used

The target audience is given all the resources including:

• Checklists• Fact Sheets• Information on Courses Offered• Directory of Chapter Contacts/Locations• Translated in over 8 languages

Its efforts are successful and effective

Group Effectiveness