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Amazon gets 2.0

Ready_2I came across the ad at left while perusing a fashion magazine recently. At first glance it's like any other you'd see in InStyle, Glamour or ShopEtc., which cater to women's love of fashion, clothing and accessories; this one happens to depict a closet full of women's shoes; but the copy in this ad indicates a very different sort of message. The headline reads:


The ad (created pro bono by Ogilvy & Mather) is part of the America Prepared Campaign, and drives to its associated web site,, which is run by the Department of Homeland Security. The subtext reads:

You have the things that make you happy. Get the things that make you prepared. Make a plan. Get a kit.

It took my by surprise to see such a campaign in a women's magazine, but I guess it accomplished what it set out to do: raise awareness of how citizens can be more prepared in the event of an emergency.

APC is a non-profit, non-partisan effort to help Americans prepare for terrorist attacks and other disasters. At the site, consumers can get a kit of emergency supplies, get tips on making a plan for what to do in an emergency, and get informed about the various types of threats our country could face. The campaign has also been supported by various public service announcements and partnerships with a variety of businesses. The kits have also been made available at major retailers, including BJ's Wholesale Club, Costco, Home Depot, Wal-Mart, and Sam's Club.

Spooky to think about, but a smart idea.


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