Delegates will enjoy learning about integrated marketing campaigns through poster displays and presentations on June 11. Here is one of eight MARCOM will feature.
72 hours…Is Your Family Prepared?” Emergency Preparedness Campaign
Presented by:
Amy Jarrette
Manager, Marketing and Communications Outreach,
Public Safety Canada
Background:
The “72 hours…Is Your Family Prepared?” social marketing campaign encourages Canadians to be prepared to cope on their own for at least the first 72 hours of an emergency, enabling first responders to focus on those in urgent need. Launched in 2006 by Public Safety Canada in collaboration with the Canadian Red Cross, St. John Ambulance, and The Salvation Army, the 72 hours campaign asks that Canadians know the risks in their community; make an emergency plan; and, get an emergency kit. Public Safety Canada works closely with the provinces and territories, NGOs, and other key partners, in this comprehensive social marketing program on emergency preparedness.
Key Campaign Components:
- Campaign website, www.GetPrepared.ca
- Series of preparedness publications and videos
- Partnerships program (federal, provincial/territorial, NGO, and private sector partners)
- Special events, such as Emergency Preparedness Week (first week of May every year)
- Social media (social media news releases, social media monitoring, blogger outreach)
Target Audiences:
The campaign’s primary target audience is parents with school-aged children, with a skew to women. This was determined through research early in the campaign and represents the audience most likely to take action. Target audiences also include those at risk during an emergency, such as persons with disabilities, and key influencers such as first responders.
Objective:
The overall objective is to create a culture of preparedness in Canada, so that when an emergency happens, people are better prepared, more self-sufficient and ultimately, better able to cope. The campaign also sets specific knowledge, belief, and behavior objectives.
Execution:
• Mass media campaign including print, radio, TV, online, and outdoor advertising (2006-2009)
• F/P/T working group established to ensure national coordination and collaboration
• Collateral materials available online, via 1 800 O Canada, and extensive partner networks
• Poster contest and educational materials – collaboration with Canada Safety Council (2010)
• Social media tactics to help ensure cost-effective reach and sustainability of campaign
To hear more and learn how to adapt the results and lessons learned to your own social marketing campaign, register for MARCOM!
Marketing Magazine is the sponsor of the Marketing Excellence Recognition Program
Tags: 72 hours, amy jarrette, cepsm, communications, marcom2010, marketing campaign, marketing magazine, poster presentation, public safety canada
