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Homeland Security and the Advertising Council Provide Parents and Teachers with Resources to Educate Children about Emergency Preparedness

U.S. Department of Homeland Security
Office of the Press Secretary
Contact: 202-282-8010
Ellyn Fisher, Ad Council 212-984-1964
For Immediate Release
February 2, 2006

Chicago – The U.S. Department of Homeland Security and The Advertising Council today launched Ready Kids, a family-friendly tool to help parents and teachers educate children, ages 8-12, about emergencies and how they can help their families better prepare. The Ready Kids program launched at Andrew Jackson Language Academy in Chicago with a roundtable discussion led by Homeland Security Secretary Michael Chertoff and an interactive presentation for families by local first responders. Ready Kids is the newest addition to the successful Ready campaign, a national public service advertising campaign designed to educate and empower Americans to prepare for and respond to emergencies, including natural disasters and potential terrorist attacks.

“As we have encouraged families to prepare for emergencies, parents and teachers have often asked if there is information appropriate to share with children, so we are pleased to share Ready Kids in response to these requests,” said Secretary Michael Chertoff. “We hope the Ready Kids website and in-school materials will help facilitate discussions about this important subject and encourage all families to get an emergency supply kit, make a family emergency plan and be informed about the different emergencies that can happen.”

The Ready Kids website at features fun games and puzzles as well as age-appropriate, step-by-step instructions on what families can do to better prepare for emergencies and the role kids can play in that effort.  In addition to the interactive games for children, the website also has resources for parents and teachers on emergency preparedness and response.

The U.S. Department of Homeland Security and The Ad Council have also worked with Scholastic Inc. to develop Ready Kids in-school activity sheets for fourth, fifth and sixth grade students nationwide. These materials offer lessons that meet national standards for language arts, social studies and geography, while providing teachers and parents with a vehicle to explain important emergency preparedness information to children. The in-school materials were distributed to 135,000 middle-school teachers across the country.

These new materials feature the Ready Kids mascot character, a strong and confident mountain lion named Rex, who encourages children to help their families prepare. Rex and his family – his wife Purrcilla, daughter Rory and best friend, Hector Hummingbird – explain how families can take a few simple steps to prepare for all types of emergencies.

“The Advertising Council has a successful 64-year history of using mascots, such as Smokey Bear and McGruff the Crime Dog, to communicate critical safety messages to children and families,” said Ad Council President Peggy Conlon. “Rex serves as a positive role model for children and he will be a valuable tool in educating them about the importance of emergency preparedness in their homes, schools and communities.”

Homeland Security consulted with a number of organizations experienced in education and children's health to develop Ready Kids, including the American Psychological Association, American Red Cross, National Association of Elementary School Principals, National Association of School Psychologists, National PTA, National Center for Child Traumatic Stress, U.S. Department of Education, and U.S. Department of Health and Human Services. Their expertise helped present the emergency preparedness information included in the Ready Kids program in a way that is understandable and appropriate for children.

“It's important to address this topic and explain to children that families can prepare for emergencies before they take place and that they can help, too,” said Ron Palomares, Ready Kids advisor from the American Psychological Association. “By doing so, we can help reduce anxiety about these types of topics in the news and nurture a more prepared society for generations to come.”

The Ad Council has declared Ready one of the most successful campaigns in its more than 60-year history. Since its launch the Ready Campaign has generated more than $466 million in donated media support and its website has received more than 1.9 billion hits and 22 million unique visitors.

The U.S. Department of Homeland Security promotes individual emergency preparedness through the Ready Campaign and Citizen Corps as part of a broader national effort conducted by the Department's Preparedness Directorate. Ready is a national public service advertising campaign produced by The Advertising Council in partnership with Homeland Security. The Ready campaign is designed to educate and empower Americans to prepare for and respond to emergencies, including natural disasters and potential terrorist attacks. Individuals interested in more information about family and business preparedness can visit or call 1-800-BE-READY to receive a "Get Ready Now" brochure. Citizen Corps, Homeland Security's grassroots effort, localizes preparedness messages and provides opportunities for citizens to get emergency response training; participate in community exercises; and volunteer to support local first responders. To learn more and to get involved, contact your nearest Citizen Corps Council by visiting

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