WASHINGTON: The Federal Emergency Management Agency intends to maintain its relationship with the Ad Council for work on the Ready emergency preparedness PSA campaign, it said in solicitation documents.
The federal agency said it "intends to negotiate on a sole-source basis with the Ad Council," and that it "determined that the [group] is uniquely qualified to perform this work."
The Ad Council is currently working with FEMA on the Ready PSA campaign, said Lisa Cullen, VP of PR and social media at the organization.
The effort’s goal is to support, educate, and empower Americans to prepare for and respond to emergencies, whether natural or man-made, according to FEMA, a part of the Department of Homeland Security. Another objective is to prompt consumers to get an emergency supply kit, make a plan, and stay informed about different types of emergencies and how to respond to them.
"The Ready Campaign must have the ability to reach all Americans through many different mechanisms with a clear and simple message," FEMA said in the presolicitation documents. It also wants to create and develop public-service messages and ads that are "strategically sound and relevant" to the audience.
FEMA will also ask the organization to use advertising, social marketing, and communications to implement messages and research attitudes and behaviors of the public on emergency preparedness. It will also track when and how often the PSAs are aired across media including print, TV, radio, and the Internet. The group would also conduct annual studies to find out whether different markets, including Hispanic consumers, the business community, and families with children, have received the campaign’s message and made appropriate preparations.
The contract has a base length of one year, as well as four 12-month option periods, according to the documents. Capability statements are due by 11 am EST on March 25.
FEMA representatives did not return requests seeking comment.