Institute for Crisis, Disaster, and Risk Management

Crisis and Emergency Management

January 2004 Volume 5 - Number 4

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Preparedness...

Department of Homeland Security and American Red Cross Readiness Campaigns

By Jessica Pulz

September 11, 2001 demonstrated the need for basic preparedness information for families, schools, communities, and businesses. There are two primary sources of informative fact sheets and brochures through the Department of Homeland Security’s “Be Ready” campaign (www.ready.gov, 1-800-BE-READY) and the American Red Cross’ “Be Prepared” campaign (www.redcross.org) to assist in preparing for terrorism and other disasters.

Both organizations provide similar information covering topics such as developing a family disaster plan, creating a family disaster supply kit, and what to do during different types of terrorism-related attacks including biological, chemical, radiological, nuclear, and explosive. Information is generally presented as brochures with general guidance, illustrations, and checklists where appropriate. Information from the American Red Cross is broader in scope due to its larger audience base including families, schools, communities, and businesses whereas the information from the Department of Homeland Security is geared primarily towards families and individuals.

Ironically, there is one subject area discussed in detail on the American Red Cross website that is not mentioned on the Department of Homeland Security’s Ready.gov: the Homeland Security Advisory System. Available from the Red Cross is information on what to do at each color-code level of the Homeland Security Advisory System with separate brochures for individuals, families, neighborhoods, schools, and businesses. In light of the confusion with regard to this advisory system, this information should be more widely publicized by both the Red Cross and the Department of Homeland Security.

While both organizations present valuable information on preparedness, it is critical that they continue to promote awareness through public service announcements and advertising campaigns to ensure their target audiences know where to turn for the preparedness information they need in time to prepare for the next disaster.

Attachment B

Overview of Department of Homeland Security

and American Red Cross Readiness Campaigns

In early 2003 the Department of Homeland Security (DHS) released “ready.gov,” a website to kick off a public awareness campaign intended to “launch a process of learning about citizen preparedness” (www.ready.gov). A media blitz, including television, radio, newspaper, and magazine advertisements delivered the message “Preparing makes sense. Get ready now.” DHS relied on its Secretary, Tom Ridge, along with representatives from police, fire, and emergency departments to reach out to the public. According to DHS, since its launch, Ready.gov has become one of the most visited websites in the United States (DHS, Press Room)

Ready.gov presents a user-friendly interface with basic information on emergency preparedness, complete with downloadable diagrams and fact sheets. Geared towards the general public, information on the site is organized according to four areas: an overview of the information on the site; guidance on making an emergency kit; guidance on making a plan; and general information on biological, chemical, and radiation threats as well as explosions and nuclear blasts. The “Make a Kit” link provides preparedness guidance on water and food, clean air, first aid kits, supply checklists, and special needs items. The “Make a Plan” segment of the website includes guidance on creating a family plan; deciding to stay or go (including instructions on how to “shelter-in-place”); and planning at work and at school, in a moving vehicle, and in a high-rise building. Information on the various types of threats can be found by selecting the “Be Informed” topic area. Links for the different types of threats provide background information and instructions for what to do if the selected type of attack occurs including protective measures and symptoms and hygiene. Visual guides with this information in step-by-step pictorial format can also be downloaded from the sites. These illustrations may be helpful in communicating with young children as well as adults with language barriers. Information on www.ready.gov is also available in Spanish.

A critical aspect of risk communication is maintaining awareness. While the initial media blitz surrounding the “Be Ready” campaign garnered attention, the frequency of public service announcements and advertisements has dropped off. Ready.gov is a useful communication tool; however, it is essential that the Department of Homeland Security continues its media campaign, reminding citizens that basic preparedness information is available on-line. In addition to the information on the website, citizens can cal 1-800-BE-READY to request the “Preparing Makes Sense. Get Ready Now.” brochure as well as other information that is also available on the website.

The preparedness information available from the American Red Cross (ARC) is similar to the information available from the Department of Homeland Security in several aspects. The same general topic areas such as developing a family disaster plan, preparing a family disaster supply kit, and how to access food and water in an emergency are covered in detail by the American Red Cross. Brochures consist of general guidance, illustrations, and checklists of necessary items, where appropriate. Although the format of the brochures is different compared to the information available from the Department of Homeland Security, the message is the same: be prepared!

In contrast to the Department of Homeland Security’s “Be Ready” campaign, the American Red Cross has a broader audience base for its “Be Prepared” campaign including the general public, the business community, the media, and community officials. To meet the demands of this more diverse audience, the American Red Cross must provide a wider range of information for its preparedness campaign.

The American Red Cross campaign provides “materials for dealing with terrorism and unexpected events,” thereby stressing the importance of an all-hazards approach to preparing for disasters. The majority of terrorism and disaster planning materials available from the Red Cross are available in English and Spanish as well as other languages including Chinese, Japanese, Korean, Vietnamese, Cambodian, and Tagalog. Information can be accessed on-line at www.redcross.org/pubs/dspubs/terrormat.html, or by contacting local Red Cross officials.

Also available from the Red Cross is information on what to do at each color-code level of the Homeland Security Advisory System, with separate brochures for individuals, families, neighborhoods, schools, and businesses. Given the widespread confusion with respect to the Homeland Security Advisory System, this information should be more widely publicized. The Department of Homeland Security should also consider making the information available through its Ready.gov website and both organizations should incorporate this information into their communication strategy to help American’s understand what to do when the nation moves to a “heightened level of security.”

As with the Department of Homeland Security, it is critical that the American Red Cross maintain awareness by continuing public service announcements on a regular basis and working with communities, schools, and families to stress the importance of preparedness for terrorism and other disasters.

Acronyms

ARC – American Red Cross

DHS – Department of Homeland Security

References

American Red Cross Disaster Services, Terrorism—Preparing for the Unexpected.

http://www.redcross.org/services/disaster/0,1082,0_589_,00.html (Accessed November 15, 2003).

American Red Cross Materials Dealing with Terrorism and Unexpected Events.

http://www.redcross.org/pubs/dspubs/terrormat.html. (Accessed November 15, 2003).

Department of Homeland Security: READY.GOV. http://www.ready.gov/ (Accessed November 15, 2003).

Department of Homeland Security: Press Room. http://www.dhs.gov/dhspublic/display?theme=47&content=588 (Accessed December 6, 2003).