"GET READY GET THRU" Disaster Awareness Week 2008
5-11 October 2008
Every year since the early nineties, the United Nations organises a World Disaster Reduction Campaign, which culminates on International Disaster Reduction Day, the second Wednesday of October. In New Zealand, the Ministry of Civil Defence & Emergency Management working in collaboration with Civil Defence Emergency Management Groups around the country, promotes Disaster Awareness Week, a week of activities aimed at raising awareness of hazards and the need to be prepared.
The purpose of the Disaster Awareness Week is to have a heightened period of activity to get across key CDEM messages to the general public. The plan is to have an intensive national mass media advertising campaign to promote the key messages, with CDEM Groups encouraged to undertake local and regional activities for their communities. The focus during the week is on encouraging individuals to take action to be better prepared to deal with disasters whenthey happen.
The national theme will continue to be the generic "Get Ready Get Thru" and it is up to CDEM Groups to focus on specific aspects such as water, schools, businesses etc.
NATIONAL ACTIVITIES
Get Ready Get Thru- Mass media advertising
During the week there will be an intensive mass media blitz on television and radio. The advertising will carry on till the end of the following week.
October pre-campaign TV advertising analysis for 5–18 October 2008
- This two week television schedule has been planned to reinforce the importance of planning and preparing for a civil disaster, should the need arise. The 60 second Household Plan commercial will be used to reinforce the message. This flight also encompasses Disaster Awareness Week which runs 5th – 11th October.
- To help raise awareness in Disaster Awareness Week, TVNZ have given us $40,000 worth of Ratecard airtime while TV3 have put us on their Community Service filler list.
- The target audience is everyone in the 18 – 49 age group. [NB Advertising research suggests that the 50+ age group is better reached via radio and we have a radio campaign targeting the older group for this period. However a look through the programmes indicates that we are likely to reach a much wider age group with the tv campaign]
- The flight is expected to come in approximately +16% up on planned tarp (Target Audience Rating points – a term used for assessing the audience for a commercial. In this instance expected to reach over 16% of the target audience) levels due to bonus/filler airtime provided by the Networks – especially in Disaster Awareness Week.
- Strong performing programmes purchased for this flight include:
The Zoo, Extreme Home Makeover, One News, 3 News, McLeod’s Daughters and the TV3 doco-drama Aftershock, including the factual follow up, Aftershock: Would You Survive? - A mix of TVNZ (TV1 & TV2), TV3, SKY & Prime television channels has been utilised for this flight.
- Reach (number of times people are expected to see the ads is expected to perform well, achieving between 75-80% (seen the ad at least once) & 50-55% (seen the ad 3 times or more) with the average frequency being that people have seen the ad at least 4-5 times.
Download the radio advertising schedule (pdf)
Media/Information Kit
Download a word doc with suggestions for things you can do to raise awareness of your key messages with local media. Includes suggested themes that you can promote through radio and information on community newspaper advertising, as well as contacts for public relations /editorial coverage. The information has been compiled with the assistance of Clemengers BBDO, our advertising agency. Please contact chandrika.kumaran @dia.govt.nz if you have any queries.
Printed promotional material and drink bottles
The reprints of the Get Ready brochures and the Household Emergency checklists have been completed and all councils that placed orders in August should have received your orders by now. Please contact the Ministry if you havent yet received them. The drink bottles should be delivered by the end of September.
Download either a colour copier version or a commercial print version of the Get Ready shopping list to help people prepare essential emergency items.
Colour laser version (pdf)
Commercial print version (pdf)
TV3 docu-drama - Aftershock
8.30pm - 10.30pm Wednesday 8 October
9.30pm - 10.30pm Thursday 9 October
During the week TV3 will screen a locally produced 90 minute docu-drama followed by a 1 hour factual programme the next day that is likely to push our key CDEM preparedness messages. The documentary is based on an earthquake scenario similar to the 1855 earthquake and has been developed by independent producers The Gibson Group. A group comprising the Ministry, WEMO, EQC, and GNS has been working collaboratively with them in the development of the scripts to ensure that scenarios are as realistic as possible while allowing for an interesting story to be told.
More about the docu-drama
Aftershock website
Link to the TV 3 page
Synopsis
Behind the Scenes
Actors' Experiences
Offer a link to the Aftershock website on your website.
Aftershock Feedback
Feedback from the producers.
Well Aftershock certainly made it's mark last night. We've had some great feedback flowing in from the public this morning and a lot of the local radio stations have been talking about it on their brekkie shows.
Below are the AGB Nielsen ratings. The first figure is a rating i.e. the percentage of all people in the target group, the second figure is a share of the people watching TV at that time. For example, we did a 12/34 in the 18 - 49 demo - that means 12% of the people in this demo country wide watched the show and 34% of people watching TV were watching our show. These ratings are extremely good and TV3 & NZOn Air are very pleased with the result. It is well above TV3's normal share.
We don't subscribe to Wellington specific ratings but TV3 do and apparently we got a 12 rating with a 53 share in the Wellington region!
There is also quite a lot of feedback appearing on the website, www.aftershock.co.nz .
All of this augurs well for tonight's follow up show, Would You Survive?
AGB Nielsen Ratings for 8 October
25-54 age group
18-49 age group
Promotions through The Warehouse (TWL)
This year The Warehouse is supporting the Disaster Awareness Week activities around the country in a number of ways:
Strip ad
Inclusion of a strip ad reminding people to "Get their emergency survival items now" in their advertising mailer (three versions). Download one version of the ad (pdf).
Instore poster (pdf): "You could be out shopping. You could be anywhere"
Please note, this poster has a wider use for other promotions targeting shoppers. Contact Adrian Prowse if you would like help with this file. We only have a soft copy of this poster so you will have to organise your own printing to use it.
Instore promotions
The Warehouse national office will issue an advisory to all their store managers on Tuesday 16 September advising them that TWL has a national arrangement in place with civil defence to support civil defence promotions during Disaster Awareness Week. Store managers will also be encouraged to consider end of aisle promotions of the main emergency survival items.
They will encourage their store managers to be supportive of requests from their local council civil defence staff to explore instore promotional opportunities. Please note that the ability of the store to accommodate your request will vary with the stores and is dependent on space availability. We would encourage you to contact your local store manager soonest possible and discuss options that would work for both parties. This could include space to have your civil defence displays or material or even to have staff on site at agreed times to encourage shoppers to get prepared
Media Releases on Disaster Awareness Week
Minister's Media release
Canterbury
CDEM Group Disaster Awareness Week 2008 Initiatives
A number of CDEM Groups around the country have community activities planned to reinforce the key messages.Details of the programmes will be listed here. We encourage CDEM Groups to advise us of your planned activities so that we can share it with the other Groups. Please email chandrika.kumaran@dia.govt.nz . or Adrian.prowse@dia.govt.nz. Photos of activities after the week are also welcome so we can share them on the website and do a feature in the December Impact.
Northland
Group Public Education Coordinator - Antoinette Mitchell
The theme for our Disaster Awareness Week this year is proposed to be Tsunami preparedness. We have a couple of our coastal communities that are getting ready to put up tsunami signage so it will be an opportune time to publicise this and distribute the new tsunami brochures. Planning is currently underway for what activities might be included in this week.
Waikato
Cambridge
Emergency Response Expo is a major community initiative from Cambridge Chamber of Commerce, Fonterra Hautapu, Waipa District Council and the Emergency Services. This free expo is open to the public, 10am-4pm, Friday October 17 and Saturday at the Cambridge Town Hall and Plaza.
The Expo will provide residents with information on what to do in the event of an emergency. Emergency services will be on hand to answer questions as well as exhibit displays of emergency equipment and information. On Friday local schools have been invited to visit the Expo and there is a colouring competition for the children. On Saturday the public will see demonstrations of a simulated hazard and the emergency response.
Bay of Plenty
Group Public Education Coordinator- Bronwyn Campbell
Daily articles in the Bay of Plenty Times.
Other TA specific activities and articles in local media forums
Taranaki
Group Public Education Coordinator - Rusty Ritchie
Advertising feature in Taranaki Daily News
Warehouse/Supermarket poster display
Auckland
Group Public Education Coordinator - Kiri Maxwell
- This year the Auckland Public Education Group has enlisted 17 radio stations across the Auckland region to regularly broadcast short scripts calling Aucklander’s to action to be prepared. The scripts have been translated into Samoan, Hindi, and Chinese-Mandarin and will also utilise the wide-reach of time-saver and accurate-traffic reports.
- We have been in contact with Vector and Telecom regarding the possibility of distributing a mass text message throughout the Auckland region and are awaiting a response.
- Local authorities have internal and external activities and events organised, plus advertising in local newspapers.
Greater Wellington
Group Public Education Coordinator - Desley Monks and Craig Hamilton
Disaster Awareness Week activities will vary with TA’s promoting within their own areas.
Group event will be giving out bags of information promoting planning with emphasis on preparedness in the workplace. This will take place at Wellington Railway Station and railway stations throughout the Wairarapa.
Hutt Valley Emergency Management Office
This year Hutt Valley Emergency Management Office (HVEMO) will be working with the New Zealand Fire Service, Hutt Valley, in promoting Disaster Awareness Week. Hutt Valley Emergency Management and the NZ Fire Service will be promoting the theme of Emergency Planning & Personal Preparedness in the Workplace and Home.
- Displays – display boards with photos, brochures and goodie bags to be placed in Supermarkets, Mitre 10, and The Warehouse.
- One Stop Shop in Upper Hutt. Examples of Emergency Workplace Survival Bags, brochures, goodie bags, water containers and EMA’s to offer lots of advice. Also present will be NZ Fire Service, along with NZ First Aid Distributors (an Upper Hutt company who specialise in First Aid and Survival equipment), Upper Hutt Rural Fire Service, and information on Readynet and the Upper Hutt Community Rescue Team.
- School Holiday Programme at Naenae Library - games, giveaways and lots of fun for the kids.
- Naenae Shopping Centre – HVEMO and the NZ Fire Service will be putting on a free sausage sizzle, there will be giveaways, goodie bags, fire appliances, information and advice.
- War Memorial Library – Hutt Valley Emergency Services will be at the front of the library – HVEMO, NZ Fire Service, Hutt City Emergency Response Team, Wellington Free Ambulance, and Hutt Valley Rural Fire Force.
- EMAs will be speaking on Radio Atiawa Toa FM about emergency preparedness in the home and workplace.
- Lower and Upper Hutt City Council – Roll out of Workplace Emergency Survival Bags for all staff at Lower and Upper Hutt City Council.
Masterton District Council
- Radio advertising on five local stations - Classic Hits, More FM,Solid Gold,Rock and Live.
- Centrefold feature in Wairarapa News on 8 Oct
Hawke’s Bay
Group Public Education Coordinator - Susan Wylie
Napier City Council
Monday 6 October
- Radio Interview on Classic Hits to kick the week off
- Visit us in Pak ‘n Save (Napier) entrance, buy something for your emergency box and go into the draw to win a starter Emergency box.
- Back in Pak ‘n Save – come an see us
- Prize Draw for the Emergency Box on Classic Hits radio with Martin and Kim
- Interview with Ross Holden Classic Hits radio on why and how we should prepare
- NCC Staff Briefing – What’s in the Box?
- Napier Mail Newspaper – check out the front page and inside for a full page on useful information to help you prepare. Also you can cut out the Public Warning Siren Survey Form (or complete it online)
- NCC Staff Briefing – What’s in the Box?
- Public Warning Siren Survey in Taradale
- Public Warning Siren Survey around the city.
- Competition to win one of ten wind up torches to those completing the siren survey
West Coast
Group Public Education Coordinator - Nichola Costley
Considering activity in conjunction with the pandemic roadshow if it is touring at this time.
Nelson/Tasman
Group Public Education Coordinator - Penny Bloomberg
Intend to set up stalls in supermarkets and have purchased large branded water containers to use in an incentive based promotions scheme.
Councils will use usual print media vehicles and PEPI partners will join in with their newsletters etc.
Chathams
Group Public Education Coordinator - Rana Solomon
No specific activities during the week but a number of activities planned with schools and the community in conjunction with the 08 South Island CDEM conference which we are hosting in late October.
Canterbury
Group Public Education Coordinator - Sara McBride Steele
Competition (focusing on water storage) in newspapers and on website
This year there will be two “Ultimate Emergency Services Tours” to be won. The tours include a helicopter flight, riding in a St. John ambulance, and other exciting adventures with the emergency services in Canterbury. The tours will be on 2 November 2008.
Southland
Group Public Education Coordinator-Michele Poole
- Theme is general disaster awareness but focusing on flooding – 30 years in October since widespread flooding in Eastern Southland
- hazard awareness
- readiness messages
- considering using supermarkets again as a vehicle for reaching shoppers to encourage preparedness.
Shoppers were handed a Get Ready Shopping List on arrival, and if they purchased two non-perishable items from the list they were given a free eco-bag (pictured), which was screen printed with a copy of the list. They also had the chance to go in a draw to win an Emergency Survival Kit.
Invercargill’s EMO, Bill Obers, said the initial print run of 300 bags were handed out in the first two days which meant that another 330 bags had to be sourced and printed overnight.
“We had people coming from out of town to participate in the promotion, which was so overwhelmingly successful we will look to expand it further into Southland next year. The promotion seemed to catch people’s imagination and we had positive feedback from many shoppers who enjoyed participating in the promotion,” Mr Obers said.
Other activities undertaken in Southland for Disaster Awareness Week included radio and newspaper stories and advertising, a Sky 110 (Cue TV) television talkback programme, static displays at Southland Hospital, Gore District Council and a commemoration of the 30 year anniversary of the Mataura River Floods of 1978.
Otago
Group Public Education Coordinator - Peter Taylor
- A print media publicity campaign is planned in Otago newspapers for Disaster Awareness Week. The theme “Are you prepared?” will support the MCDEM “Get Ready Get Thru” messages and will appear in the regional newspaper the Otago Daily Times as well as districts’ community newspapers.
- Queenstown Lakes DC: An annual media ‘get-together’ is held to workshop needs and expectations of the media. A display identifying what is needed for an emergency kit is mounted in the Warehouse and meetings are held with local retailers to raise CDEM issues for flooding. A photography display with photographs from the community of historic flooding will reinforce the flood risk in Queenstown. Prizes given for best photos etc The photos will be on display over Disaster Awareness Week and then loaded on the website.
- Dunedin City Council: annual Controller's Advisory Group exercise for that week.
- Clutha DC: Disaster Week 08 promotions include an advertising feature in local community newspaper and displays at Council offices and Service Centres, Media Releases and radio ads.
- Waitaki: An evacuation exercise is planned for two schools on 23 October.
