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Hispanic Scholarship Fund
Listo
Men's Preventive Health
Wildfire Prevention
Listo Campaign (Emergency Preparedness)

Background and Objectives:


In September 2010, the Ad Council and the Federal Emergency Management Agency (FEMA) launched new Listo PSAs, to educate and empower Hispanics, many of whom live in areas prone to natural disasters, to take preemptive steps toward preparing themselves and their families for emergencies. The PSAs direct Hispanic Americans to visit the campaign website, www.listo.gov, or call the campaign hotline at 1-888-SE-LISTO, where they can access a downloadable family emergency plan, emergency kit checklists and guidelines on how to prepare themselves and their families for emergencies.   

PR Strategy:
  • Launch event in Los Angeles  
  • English and Spanish Satellite Media Tour (SMT) and Radio Media Tour (RMT) English and Spanish Multimedia News Releases (MNRs)
  • Customized HTML email
Results:
In just one month, broadcast news, online news and blog stories featuring the Listo campaign messages aired and ran nationwide reaching more than 38.86 million people. The SMT and RMT resulted in 24 airings and the MNRs reached more than 23.29 million people. Lastly, Listo.gov received more than 67,000 unique visitors who downloaded over 64,000 brochures.

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