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Homeland Security Launches New Ads For Hispanic Community
New PSAs Encourage Hispanic-Americans to Prepare for Emergencies

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
January 31, 2007

WASHINGTON — The U.S. Department of Homeland Security (DHS) and The Advertising Council unveiled today new public service advertisements (PSAs) designed to reach the Hispanic community as part of the Listo Campaign, an extension of the Ready Campaign. Listo is a national public service advertising campaign designed to educate and empower Hispanics to prepare for and respond to all types of emergencies including natural disasters and potential terrorist attacks.

"These new ads will encourage all Americans to take some basic steps to prepare their families for emergencies," said Homeland Security Secretary Michael Chertoff. "By simply taking a little time to sit down together and make an emergency plan, families can help answer important questions, such as where to meet, how to communicate with each other and what to do in the event of an emergency."

The new PSAs include television, radio, print and outdoor ads created by Elevación in Washington, D.C. The new ads highlight the importance of emergency preparedness through the use of cultural metaphors that embody the need to have an emergency plan. One spot, entitled "Corner of the Ring," relates emergency preparedness to a boxer facing his opponent – a hurricane. The other spot, entitled "Tia Contingencia," features a couple discussing the arrival of an aunt who always arrives unexpectedly.

In addition to the new PSAs, the Listo Web site at has been recently redesigned. The updated Web site includes new emergency preparedness resources, including special preparedness information for senior citizens and individuals with disabilities, as well as an online demonstration video. Spanish-speaking Americans can also receive free Listo materials by calling 1-888-SE-LISTO.

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The new PSAs will be distributed to television and radio stations nationwide this week and can be viewed on the Ad Council Web site at

The Ad Council has declared Ready/Listo one of the most successful campaigns in its more than 60-year history. Since its launch, the campaign has generated more than $593 million in donated media support. As of September 30, 2006, the campaign's Web site has received more than 2 billion hits and over 24 million unique visitors; the toll-free number has received more than 278,000 calls; and more than 10 million Ready/Listo materials have been requested or downloaded from the Web site.

"We're very proud of the progress we've seen with the Listo Campaign, but there are still too many Americans who haven't taken any steps to prepare for emergencies," said Ad Council President and CEO Peggy Conlon. "We feel that the new Listo PSAs will resonate with Spanish-speaking communities throughout the United States and remind them about the importance of taking steps to prepare for emergencies."

The Ready/Listo Campaign, launched in February 2003 by DHS and the Ad Council, asks individuals to do three key things to prepare for emergencies: get an emergency supply kit, make a family emergency plan and be informed about the different types of emergencies that could occur and their appropriate responses. The Listo Campaign also includes two extensions, Listo Negocios, which focuses on business emergency preparedness and Listo Niños, a tool to help parents and teachers talk to children ages 8-12 about emergencies and emergency preparedness.


The U.S. Department of Homeland Security (DHS) promotes individual emergency preparedness through the Ready Campaign and Citizen Corps. Ready is a national public service advertising campaign produced by The Advertising Council in partnership with DHS. 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 free materials. Citizen Corps, DHS' 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