FEMA Asks Radio To Promote Its Wireless Emergency Alert System
May 30, 2013 at 6:39 AM (PT)
Radio is often the medium of choice during emergencies, and now the FEDERAL EMERGENCY MANAGEMENT AGENCY is asking radio and TV to help spread the word via PSAs about its wireless emergency alert system. THE NEW YORK TIMES reports, "the system, which enables local, state and federal authorized government authorities to send emergency messages through wireless carriers’ networks, started two years ago, but has not been publicized through advertising."
The new 60-second radio ad features the sound effects of an alarm clock, a baby laughing and a cheering crowd -- followed by a voiceover reading, "there are some sounds that can alert you to danger, and can help save lives," with the sound of the wireless emergency alert played. The PSA then describes how the alert works.
THE TIMES notes, "the new advertising is in English and Spanish and was created by the OAKLAND, CA office of FREE RANGE STUDIOS, a graphic design and digital storytelling agency. It includes a 60-second television spot that features a montage of lifesaving objects like a life preserver, defibrillator and seat belt, and then shows a wireless device delivering a message and a family taking shelter after receiving a tornado alert. The voiceover says, 'With a unique sound and vibration, you’ll be in the know, wherever you are,' and the website for the campaign, www.ready.gov/alerts, is flashed."