Bold campaign lights the way to disaster relief in Florida

In 2022, when two hurricanes affected hundreds of thousands of people in South and Central Florida, the Federal Emergency Management Agency (FEMA) responded and provided billions of dollars in aid. However, a significant number of forms were not finished and needed updating.

We created a survivor-focused campaign that cut through the crowded marketplace with imagery that is often associated with help after a disaster to help guide our audience to get the disaster assistance they need. Our own guiding light while developing this campaign was to ensure it was attention grabbing, empowering, equity informed, and included easy to understand, culturally appropriate messaging.

Billboard with FEMA Flashlight Ad. Still Looking for Hurricane Help?
Bus stop showing FEMA Lighthouse Ad. Disaster Assistance is Still Available.
Airport Ad showing FEMA Cellphone Ad. Have a Question About Hurricane Relief?

We created assets in record time, with pieces going into market mere weeks after we began work on the campaign. Although primarily in English and Spanish, several pieces of the campaign were developed in Haitian-Creole, Vietnamese, Chinese, and Filipino, to address the affected communities in their language.

FEMA Ads in Spanish Haitian-Creole, Vietnamese, Chinese, and Filipino. 280M Impressions.
Mobile phone showing FEMA social media ads.
Laptop showing the FEMA homepage

Within a month of launch, the campaign had over 280M impressions and 650K clicks to English and Spanish landing pages, clearly and effectively letting our audiences know that DISASTER ASSISTANCE IS STILL AVAILABLE.

Magazine showing the FEMA English and Spanish Ads