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CITIZENS PREPAREDNESS CAMPAIGN - GEAR UP. GET READY! IT CAN HAPPEN!
HOME | OUR WORK | CITIZENS PREPAREDNESS CAMPAIGN - GEAR UP. GET READY! IT CAN HAPPEN!

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Gathered insights to develop messaging strategy and anchored the campaign around three key questions which were connected to three basic actions. Strategic direction lowered the barrier to taking action. Campaign resulted in a record 130,000 plus households taking preparedness actions and total impressions of over 15 million in a 2 month period.

Services

Full Service

Targets
Total Market including Access and Functional Needs

Background
The Regional Catastrophic Planning Team (RCPT) of Illinois, Indiana and Wisconsin funded and executed a citizen's preparedness campaign with the objective of educating and compelling households across 19 counties in the region to take preparedness action in the event of catastrophic event. The goal was to reach over 100,000 households and empower them to take a preparedness action.

Our Process
Through our path to insight process, we identified key strategic considerations that led to the development of the message strategy and the structure for the campaign which would be executed during a 3‐montyh period across 19 counties. The small window of the campaign required an overarching message which was communicated via TV, Radio, and Digital billboards; which was then brought home through on the ground face to face interactions with individuals, families, communities. Efforts were supported with public relations outreach and the reach was expanded through public/private sector partners.

Strategic Messaging
The overall message for the campaign empowered individuals to take action by making them realize that in an emergency, they in fact were the "first responders" since they are the ones on site. Specifically, the message became, when disaster strikes you will be the first to respond. Then, we posed three compelling questions to make the individual think: What will you need? Will you know where to go? Where will you reconnect with your family? These questions were then tied to the three actions. Purple Group reviewed national campaigns and developed the following key insight: individuals must be given specific actions to take and those actions should require a low level of resources. Unique materials were developed to drive the preparedness actions.

These materials are being used as the model for the region:
• Emergency Contacts Card
• Family Emergency Kit
• Family Emergency plan

Results
• Over 130,000 households in the region took
   at least one of the preparedness actions
• Over 15,000,000 paid and earned media
   impressions were obtained
• 35% of website visitors completed a download
• 1.4 million impressions during 4 weeks of
   online advertising
• Over Online Advertising, over 10% of
   took action
• Website: Gearupgetready.org
• Spanish Website: Puedepasarhoy.org
View Outreach Work
Print          Click on image to enlarge
Family Emergency Kit List (English/Spanish)  Family Emergency Kit List (Polish/Chinese)  Emergency Contacts Card (All languages) 
Family Emergency Kit List (English/Spanish) Family Emergency Kit List (Polish/Chinese) Emergency Contacts Card (All languages)
     
Family Emergency Plan (English/Spanish)  Family Emergency Plan (Polish/Chinese)  Posters (English/Spanish) 
Family Emergency Plan (English/Spanish) Family Emergency Plan (Polish/Chinese) Posters (English/Spanish)
     
Retractable Banners  Van Wrap Walmart Flyer 
Retractable Banners Van Wrap Walmart Flyer
     
Direct Mail Postcard  Stickers   
Direct Mail Postcard Stickers  
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Digital      Click on image to enlarge
Website MDA Online Banners  Domino's Pizza Online Banners 
Website - GearUpGetReady.org Website - PuedePasarHoy.org Online Banners
     
Domino's Pizza Landing Page    
Digital Billboards    
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Lopez Martin & Associates, Inc. d/b/a PurpleGroup
Hispanic marketing, multicultural marketing, total market and non-profit strategic planning services.

  
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