When a major disaster occurs, it takes at minimum 72 hours to mobilize a relief effort in a significant way. This makes it important for Canadian families to be self-sufficient during a crisis. With the 72 Hours campaign, Public Safety Canada (PSC) communicated the importance of emergency preparedness and buying or assembling emergency kits.
To achieve this, our team developed hard-hitting creative to emphasize not only the importance of emergency preparedness, but also how easy it is to get an emergency kit.
According to a national telephone survey, the 72 Hours television spots and online/print ads were well received – 47% said they had read, heard, or seen the campaign, 23% said they had “done something” as a result of the campaign, and 45% said they were likely to seek out more info.