|The ads feature close-ups of Homeland Security chief Tom Ridge.
"Our message is this: We cannot predict an attack. We can always prepare. There are simple things you and your family can do to prepare for the unlikely but possible terrorist incident," Secretary Tom Ridge said this morning at the unveiling in Cincinnati.
Six public service announcements from the Ad Council, a public service group, carry the thematic headline "Ready" and advise Americans to prepare a home emergency kit and direct viewers to a new government Web site (www.ready.gov) for tips on how to put one together.
The spots, which could start airing today, feature Mr. Ridge, who says in an introduction that there are a number of things Americans can do to prepare for emergencies, and New York City firefighters.
Peggy Conlon, president-CEO of the Ad Council, told AdAge.com that the messages respond to some requests from consumers.
"The American people have been asking
Ms. Conlon said the Ad Council tested a variety of messages from soft to hard, and "we found that people don't want to be mollycoddled," she said. "We found the most powerful message is the one that is most empowering."
The ads for the campaign were created by Interpublic Group of Cos.' the Martin Agency, Richmond, Va., and the Web site was produced by Ruder Finn Interactive. The campaign will also include print buys and out of home.