Department of Homeland Security Launches Listo Campaign

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For Immediate ReleaseOffice of the Press SecretaryDecember 8, 2003

The U.S. Department of Homeland Security, in partnership with The Advertising Counciland the Alfred P. Sloan Foundation, today launched the Listo campaign, a national publicservice advertising (PSA) campaign that is designed to educate and empowerSpanish-speaking Americans and residents to prepare for and respond to potential terroristattacks. Listo is the Spanish-language version of Homeland Security's Ready Campaign.

"We want everyone to get the critical information they need to be prepared forpotential terrorist attacks and other emergencies," said Tom Ridge, Secretary ofHomeland Security. "We have had great success with the English version of thecampaign, but feel it's very important to get this critical message to the 37 millionHispanics in the U.S."

The Listo campaign offers practical suggestions to increase preparedness: make anemergency supply kit, create a family communication plan and be informed about potentialthreats. The ads direct Hispanics to call 1-800-237-3239 to access a free brochure or tovisit www.listo.gov, a new, comprehensive website, where they can learn the best ways toprotect themselves and their families against terrorism. Every individual and family has arole in strengthening the nation's preparedness.

"The general market Ready campaign is one of the most successful Ad Councilcampaigns in recent history. Immediately after we launched the PSAs, millions of Americansvisited the campaign website and called the toll-free number to find out how to becomemore prepared," according to Peggy Conlon, President & CEO of The AdvertisingCouncil. "We are incredibly grateful to the team at Elevacion for donating their timeand talent to create advertising which I am confident will have a similar impact on theHispanic community."

The PSAs are not mere translations of the English ads. Instead, the Spanish-languagecampaign uses a "Guardian Angel," a popular icon in Hispanic culture thought todefend individuals from danger, to deliver critical citizen preparedness information. The campaign seeks to reduce fears and empower Hispanics by providing individualswith specific actions they can take to protect themselves, their families and theircommunities in the wake of an attack, or other emergency situation.

Emergency Supply Kit:

Start with three days worth of non-perishable food and water.  Even if yourcommunity is not directly affected by an attack, your life and daily routine could stillbe disrupted.  You may need to shelter at home for a couple of days.  Roads andstores may be closed - electricity may be turned off - your water supply might beinterrupted.

Add flashlights and a battery-powered radio to hear the latest instructions from localauthorities.  Don't forget extra batteries, a blanket, a first aid kit and medicines,and a manual can opener.  Stash away duct tape and pre-measured plastic sheeting forfuture use.  Experts tell us that a safe room inside your house or apartment can helpprotect you from airborne contaminants for approximately five hours - that could be justenough time for a chemical or biological agent to blow away.  

Family Communication Plan:

Make certain that everyone knows how to get in touch, and knows what the emergency planis for different types of attacks.  Every state, every community, every school andevery workplace should have an emergency plan.  Find out what that plan is and who isin charge.  If your school or employer does not have a plan, volunteer to be part ofa group to create one. Choose a meeting place, maybe a friend or relative's house, that iswell away from your neighborhood  Always make sure you have a set of emergency andcontact numbers posted by the phone.

Be Informed and Aware:

Visit www.listo.gov or call 1-800-237-3239 for afree booklet about citizen preparedness.  In the event of an emergency, listen tolocal authorities for instructions.

The Information Campaign: Created pro bono by Elevacion, a Washington,D.C.-based advertising agency, the campaign includes television, radio, print, outdoor andInternet advertising.  Ruder Finn Interactive developed the Website for the campaign.The public service announcements can be viewed at www.adcouncil.org


Elevacin LTD, founded in 2001, is widely recognized as an up-and-coming full-servicebi-cultural advertising agency.  It has gained national attention for its consumer,social and political work.  Clients have included HCA Healthcare, The Robert WoodJohnson Foundation, the Department of Health and Human Services and Department of Housingand Urban Development as well as the historic Michael Bloomberg for Mayor campaign in NYand Gore-Lieberman.  For additional information visit www.elevation-us.com.

U.S. Department of Homeland Security

The U.S. Department of Homeland Security is the federal government's department withthe primary mission to strengthen America's protection by preventing terrorist attacks,reducing vulnerabilities, and increasing the nation's preparedness.

The Advertising Council

The Ad Council is a private, non-profit organization with a rich history of marshallingvolunteer talent from the advertising and media industries to deliver critical messages tothe American public. Having produced literally thousands of PSA campaigns addressing themost pressing social issues of the day, the Ad Council has effected, and continues toeffect, tremendous positive change by raising awareness, inspiring action, and savinglives. To learn more about the Ad Council and its campaigns, visit www.adcouncil.org.

The Alfred P. Sloan Foundation

The Alfred P. Sloan Foundation is a philanthropic nonprofit institution based in NewYork City. The programs and interests of the Foundation are science and technology;standard of living an economic performance; education and careers in science andtechnology and selected national issues and the civic program.  In 2000, thefoundation initiated a national program to prevent bioterrorism that has evolved toaddress general terrorism preparedness. To date Sloan has made 40 grants totaling over $17million dollars in its bioterrorism program. For more information on the Foundation, visitits website at www.sloan.org.

Listo en Espanol