The U.S. Department of Homeland Security and the Ad Council have launched a public service campaign to help Americans prepare for a terrorist attack. The work, by The Martin Agency in Richmond, Va., includes six 30-second PSAs and print ads featuring Homeland Security Secretary Tom Ridge, who tells Americans to take simple steps like "[storing] water and non-perishable foods for at least three days." [See Critique, p. 26.] The tagline, "We can be afraid, or we can be ready," closes some of the PSAs. Media outlets have donated $40 million in time, the Ad Council said.