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Public Safety Campaign Says "It Doesn't Take a Genius" to Prepare for Emergencies

Questions of "what does it mean to prepare" and "am I capable of preparing" are the focus of a three-month public service announcement (PSA) campaign from the Arizona Department of Emergency and Military Affairs (DEMA) called It Doesn't Take a Genius. The campaign includes bilingual radio and TV PSAs, billboards and social media content (#ItDoesntTakeAGenius).

The campaign, which begins this month, parodies the confusion and frustration that can result from dramatizations of emergency preparedness. It Doesn't Take a Genius assures audiences of their ability to successfully prepare for and respond to the impacts of a disaster, reminding them that "it doesn't take a genius to prepare for emergencies, just the smarts to know you should."

The PSAs refer audiences to the It Doesn't Take a Genius webpage,, where they can find information on how to Make a Plan, Build a Kit, Be Informed and Inspire Others.

"Arizonans shouldn't be intimidated by the phrase 'all-hazard emergency preparedness,'" said DEMA Deputy Director Wendy Smith-Reeve. "Basic preparedness is easily achievable, instantly actionable and doesn't require a big investment of time or money or that you be a survival expert."

In its simplest form, preparedness comes down to four simple steps:

  • Write a family communication plan that includes an Out-of-Town contact.
  • Build a kit with enough nonperishable food, potable water and supplies to last at least three days.
  • Be informed of local hazards and emergency plans, and identify trusted sources of information.
  • Inspire others by your preparedness example. It Doesn't Take a Genius is the second PSA campaign produced by DEMA this year. DEMA launched Have Their Backs in April 2015. Those PSAs and billboards asked Arizonans to "have the backs" of wildland firefighters by taking steps to prepare their homes and businesses for the risk of wildfire

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Friday, 19 July 2024

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