FEDERAL EMERGENCY MANAGEMENT AGENCY (FEMA)
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.
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.
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.
