Being Prepared for a Hurricane? ‘Priceless’

ATLANTA MasterCard is allowing the Florida Department of Community Affairs to use its “Priceless” campaign to encourage the state’s residents to prepare for the upcoming hurricane season, the company said.

The Purchase, N.Y., company is providing a print ad to the state and buying space for it in newspapers in Tallahassee, Miami, Fort Lauderdale and West Palm Beach, Fla. The effort will begin running on May 21 and continue until June 1. (The state legislature recently declared that time period a tax-free holiday for the purchase of materials related to hurricane preparedness.)

A company representative said the state asked if it could use the campaign. “It is our hope that the campaign will help motivate Floridians to take action now to protect themselves from the type of storms that have been so devastating in recent years,” said Larry Flanagan, chief marketing officer at MasterCard, in a statement.

The ad consists of white letters on a black background. It reads, “Battery-powered flashlight, storm shutters and weather band radio: $349 tax free. A little help before the storm: priceless.”

McCann Erickson in New York produces the “Priceless” campaign that runs in 105 countries and in 48 languages.

Florida Gov. Jeb Bush said in a statement, “As we work to instill a ‘culture of preparedness’ in Florida, I applaud the donation by MasterCard of its ‘Priceless’ campaign to help raise awareness of the state tax-free holiday and better prepare residents for the upcoming hurricane season.”