Laura Southard, Public Outreach Coordinator for the Virginia Department of Emergency Management, sent me two new radio commercials that Ready Virginia did for this year’s hurricane season. I like the ads because they use two themes/marketing angles — 1) having kids ask (even guilt) their parents about preparing and 2) putting the listener in the middle of a disaster situation — that I think are effective for preparedness advertising.
The text of the two spots are below:
[SFX: Kitchen noises like sink running, and cleaning dishes in background]
KID: Mommy, what kind of goodies did you pack us in case the hurricane comes?
MOM: What? A hurricane? Where did you hear that?
KID: Tommy from school said his mom packed them the best stuff.
MOM: For what?
KID: For their Emergency Supply Kit!
MOM: So, what’s in it?
KID: Juice boxes, graham crackers…food for their dog, Spot. And she put some toys and games in there in case they had to sit around for a long time. What goodies did you put in ours?
MOM: (hesitating) Um, we don’t have one. [MY BOLD]
ANNCR: Hurricane season is here. Is your family prepared? Readvirginia.gov-a websitewith helpful information-can show you how to make an emergency supply kit foryour family, and what necessary items-and goodies-to include.
KID: Tommy said he’s going to his Aunt Mary’s house if the hurricane comes. Where are we going mommy?
MOM: Uh…how ‘bout we get daddy and figure that all out right now? You can help too. [MY BOLD]
ANNCR: Three simple steps is all it takes to protect your family. Readyvirginia.gov will show you how to make an emergency supply kit, how to make a family plan, and how to stay informed.
2) Flash Flood
SFX: [Flash flood, heavy rain, water rushing, getting louder and faster]
SFX: [Kid yells, "Mommy!"]ANNCR: Right now the Leonard family is caught in a flash flood.
SFX: [Mom yells out, "Ben?!?"]
ANNCR: A million things are running through Mrs. Leonard’s mind right now-like how is she going to get a hold of her daughter Katie at school, what’s going to happen to her house, is there time to grab enough clothes, food & water for her family, and where are they going to sleep tonight? [MY BOLD]
The truth is most people are like the Leonard family. Research shows the majority of Virginians are not prepared for a major weather event or emergency, and haven’t taken the time to make a supply kit or family plan.
SFX: [Mom yells, "Ben, where are you?" - Sounds abruptly stop]
The power to protect your family is in your hands. Just go to readyvirginia.gov. This website will show you how to create an emergency supply kit, how to make an emergency family plan with a specific meeting place & important phone numbers, and how to stay informed if an emergency occurs.
SFX: [Rain and water sounds come back]
ANNCR: There’s no time to pause when a flash flood hits. Get prepared today with readyvirginia.gov.