People want to be prepared and tend to be less prepared than they think.  Many believe that the government is largely responsible for preparing people for disasters.  Those who have heard or seen simple, instructive messages are more likely to be prepared.  Two population groups should be targeted specifically: those under 35 year of age and those with lower incomes because mainstream media is not as effective with younger adults or economically disadvantaged populations.

The intended outcome of the campaign is to increase public awareness of what it means to be fully prepared for disasters, and to foster greater individual responsibility for emergency preparedness.