What to do to Make it Through
Educating a Region on Disaster Preparedness
Local agencies across the Puget Sound teamed up to educate and encourage residents to prepare for catastrophic events with a regional campaign, What to do to Make it Through. The King County Office of Emergency Management hired PRR to conduct research, create a brand, and form an advisory committee with regional representatives to help guide the development of the campaign. With a limited advertising budget, we used a media partnership and digital engagement to expand our reach.
Conducted a series of seven focus groups in four different languages to better understand residents’ knowledge, attitudes, motivators, and barriers in order to effectively encourage preparedness.
Partnered with Fisher Communications to produce TV, radio, and online advertisements that reviewed key preparedness steps and asked people to visit the campaign website or Facebook page to learn more.
Established partnerships with retail sponsors including Safeway and Mud Bay Pet Supplies, to increase the reach and frequency of the campaign while also providing in-store point-of-purchase signage and preparedness supply checklists.
Developed the campaign website, designed print materials, shot three video testimonials and three educational videos, managed social media channels, and implemented a school contest to engage with key audiences about preparing for catastrophes.
In order to raise awareness of the campaign messages and share information on how people can take action to prepare, PRR formed strategic media partnerships, developed the campaign website, designed print materials, shot three video testimonials and three educational videos, managed social media channels, and implemented a school contest to engage with key audiences about preparing for catastrophes. Between April and June the campaign website (www.makeitthrough.org) received nearly 16,000 views, over 180 students participated in the school contest, and we reached over 550 schools in the region. PRR’s media campaign achieved nearly 45 million impressions and leveraged the media budget from $106,000 to a value of $506,286.
What's the Story with Preparedness?
The campaign focused on the top three actions people can take to survive catastrophes: make a plan, build a kit and help each other. The campaign also encouraged people to prepare beyond three days. In order to make it through a major catastrophe—like the Japan earthquake—citizens will need to be prepared for at least seven to 10 days. Campaign messaging was based on thorough research.