Red Cross: Shaken, Stirred

NEW YORK A dramatic outdoor campaign for the American Red Cross from Publicis & Hal Riney warns San Franciscans to prepare for earthquakes. The effort for the organization’s Bay Area chapter asks residents, “What do we have to do to get your attention?” with an image of a gaping 60-foot-long crack in the city’s Union Square. The execution, depicting the torn-open pavement revealing crushed cars in the parking lot below, should remind passersby to “Be prepared.” Considering Red Cross figures estimate that 83 percent of the city’s citizens have not made provisions for an emergency, this chilling prediction of what the square would look like if an earthquake tore up the city center might just be the reminder needed to prompt folks to finally get that earthquake kit ready, just in case the next big one hits.