Deutsch NY, Ad Council Team Up for FEMA PSA

By Erik Oster 

Deutsch, New Yorkteamed up with The Ad Council to create a PSA campaign for FEMA, in time for National Preparedness Month, reminding families to have a plan in the event of a disaster.

Since, according to FEMA, 50 percent of families have not discussed an emergency plan in the event of a disaster, the organization wanted to stress what a difference having a plan can make when such an event occurs. So the broadcast and digital PSA at the center of the campaign (released in both 30-second and 60-second formats) attempts to illustrate this through a harsh depiction of two families dealing with a disaster. One of the families, who presumably designated the shelter as a meeting place, huddle together, visibly shaken up but glad to have each other. They overhear another couple, who stress out over their missing child, powerless to do anything to locate him. It’s tough to watch, but that’s intentional, as it drives home the point that you don’t want to be the second family should anything go wrong. The spot ends by directing viewers to and where they can find resources for developing their own emergency plan. The campaign also includes radio and print components.


TV: “Waiting,”:60 & :30

Radio: “Double Exposure,”:60 & :30

Break Date: September 2014

Deutsch New York:

Chief Creative Officer: Kerry Keenan

Executive Creative Director: Matt McKay

Copywriter: Nick Partyka, Jeff Vinick, Matt Moyer

ACD, Art Director: Dan Read

Designer: JC Pagan

Director of Integrated Production: Joe Calabrese

Executive Producer: Crissy Cicco

Director of Integrated Workflow: Jeremy Gelade

Production Company: MJZ

Director: Nicolai Fuglsig

Director of Photography: Greig Fraser

Executive Producer: Emma Wilcockson

Producer: Betsy Oliver

Editorial: Cosmo Street

Editor: Stephane Dumonceau

Assistant Editor: Joshua Berger

Executive Producer: Maura Woodward

Producer: Heather Richardson

Post Facility:

Color Transfer: Company 3

Senior Colorist: Tom Poole

Producer: Dana Bloder

Conform: Method Studios

Online Editor: Jared Pollack

Producer: Christos Montzouros

Exec Producer: Cara Buckley

Sound Design Company: Stimmung

Sound Designer: Gus Kovin

Executive Producer: Ceinwyn Clark

Audio Post Company: Heard City

Engineers: Philip Loeb, Evan Mangiamele

Executive Producer: Gloria Pitagorsky

Assistant Producer: Katie Flynn

Shoot Location: Burbank, CA

Additional Deutsch Credits:

Chief Executive Officer: Val DiFebo, Deutsch NY

EVP, Group Account Director: Talia Handler

SVP, Account Director: Paulette Stone

Account Director: Laura Schrager

Chief Strategic Officer: Brent Vartan

Global Planning Director: Ole Pedersen

VP, Planning Director: Anthony Mariello

Director of Broadcast Business: Kris Weiner

Group Director of Business Affairs: Maria Taris