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Ready Campaign

National Preparedness Month 

Role: Art Director, Creative Lead, Campaign Strategy
Client: FEMA, in partnership with the Ad Council
Years Active: 2021 – 2024

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Overview:

Every September, Ready.gov celebrates National Preparedness Month with a nationwide public service campaign aimed at building a more disaster-ready nation. Through targeted messaging and culturally resonant visuals, the Ready Campaign empowers families and individuals to take actionable steps toward disaster preparedness.

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The Challenge:

Develop a fresh, audience-specific creative campaign each year that:

  • Speaks directly to historically underserved or at-risk communities

  • Inspires action through culturally relevant design and messaging

  • Encourages everyday conversations about preparedness in the home, workplace, and community

  • Aligns with FEMA’s public safety goals and the Ad Council’s communications framework

Annual Themes & Target Communities

  • 2024 – Asian American, Native Hawaiian, and Pacific Islander Communities:
    “Start a Conversation”

  • 2023 – Older Adults:
    “Take Control in 1, 2, 3”

  • 2022 – Black and African American Communities:
    “Create and Protect a Lasting Legacy”

  • 2021 – Latino Communities:
    “Family Milestones”
     

The Solution:

Each campaign used a tailored visual system—incorporating authentic imagery, culturally significant patterns, and community-driven symbolism—to drive resonance and relevance. We produced multilingual, multimedia creative assets across digital, social, and print, designed to lower barriers to preparedness and make action feel personal, accessible, and meaningful.


Creative Deliverables Included:

  • Digital toolkits for national and regional partners

  • Social media content and motion graphics

  • Web banners and landing pages

  • Print and placements in relevant markets

  • Inclusive visual narratives reflecting each year’s audience
     

The Results:

  • Annual engagement growth across Ready.gov platforms, with increased partner adoption and resource downloads by 45% over 4 years.

  • Campaigns received positive recognition from community leaders and advocacy groups for their inclusivity and clarity

  • Contributed to Ready.gov’s mission to build long-term, grassroots disaster preparedness—one conversation at a time

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