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Get Ready Get Thru National Campaign

Images from the Get Ready Get Thru TV campaign. Click on an image for a larger view.



The Get Ready Get Thru television, radio and online campaign focuses on raising awareness of the hazards we face in New Zealand and increasing the levels of preparedness to cope with disasters when they happen. The key message is that individuals and families can take some simple steps to be prepared to look after themselves and their families so they are better able to deal with the impact and recover quickly.

New Drop, Cover and Hold campaign

A series of new ads focusing on the right actions to take to keep safe in an earthquake launched in late June 2012. The advertising features primary school children talking about what an earthquake is and what to do when an earthquake happens. The spontaneous responses from the children are compelling and powerful and will, we believe, make the advertisements relevant and interesting to both young and adult audiences. The new ads also feature Peter Elliott who fronts our Get Ready campaign to ensure continuity.

The campaign was developed to address any confusion there may be about what to do during an earthquake. Following the Canterbury earthquakes there was confusion around the right actions to take and images of people running outside as well as reports, incorrectly, suggesting you should not take cover under a table. The campaign reinforces the advice of the Ministry of Civil Defence & Emergency Management, GNS Science, EQC and the New Zealand Society for Earthquake Engineering. That is, Drop, Cover and Hold during an earthquake.

The new television ads can also be viewed online on the NZGetThru YouTube channel.




Television campaign
Radio advertising
The
Get Ready radio campaign utilises a range of stations aimed at ensuring the widest reach for people living in New Zealand and includes various ethnic stations. The list of the radio networks utilised is constantly refined and modified in consultation with the advertising agency.

The Radio ads run nationally on AZB (Classic Hits, Newstalk ZB, ZM) and B2B (More, Breeze, Rock, Edge, Solid Gold, Radio Live, Mai FM, Kiwi FM). The ads also run on Peak FM, Ski FM, 1XX Whakatane, Beach FM Kapiti, Radio Wanaka, the Maori Media Network and Atiawa FM.

The series of radio ads for ethnic communities run on Nui FM, 531 PI Auckland, Radio Samoa Auckland, Samoan Capital, Radio Tarana, Real Good Life, New Supremo and Planet Radio Auckland.

For information about the campaign contact chandrika.kumaran@dpmc.govt.nz

Get Ready Get Thru brochure
The brochure contains information on what to do to be prepared, and provides advice on what to do before, during and after disasters such as earthquakes, storms, floods, volcanic eruptions, tsunami and landslides.

Download the 2011 revised DLE brochure (3.8MB)

View the Household Emergency Checklist and Plan (pdf). We would encourage you to offer the pdf on your websites.

The Ministry coordinates the print run for the brochures and checklists twice each year.

Website - Information in nine languages
Detailed information for individuals and communities on our hazards and how to get ready is available in nine languages at www.getthru.govt.nz. Information is available in Maori, Samoan, Tongan, Mandarin, Cantonese, Korean, Hindi and Arabic. The Emergency Plan and checklists are also available as pdfs that can be printed and distributed when engaging with specific communities.

A range of resources can be downloaded from the www.getthru.govt.nz website. These include resources for:


Evaluation of the campaign
The Get Ready Get Thru television and radio campaign focuses on raising awareness of the hazards we face in New Zealand and increasing the levels of preparedness to cope with disasters when they happen. The key message is that individuals and families can take some simple steps to be prepared to look after themselves and their families so they are better able to deal with the impact and recover quickly.

Are the messages getting through? The first annual benchmark research told us that in April 2006, prior to the launch of the campaign, only 7% of the country is prepared both at home and at work, while only 21% are prepared at home only. Is the campaign working. We will be monitoring this closely and keeping you posted on the results. The highlights, summaries and full research reports are listed below.

2013 Colmar Brunton Research Highlights

  • 71 per cent of people who have seen Get Ready Get Thru advertising said they have taken action to prepare because of the advertising
  • 29 per cent of people took part in our country’s first ever national earthquake drill, New Zealand ShakeOut, by doing the Drop, Cover and Hold drill
  • 62 percent of people feel more prepared for an earthquake because of New Zealand ShakeOut.
Get Ready Get Thru survey results 2013 (PDF, 2.4MB)

2012 Colmar Brunton Research Highlights

  • The 2012 survey of national levels of preparedness shows 88 per cent of New Zealanders who have seen the ads have done something, or thought about doing something to prepare themselves in an emergency.
  • 55 per cent of all New Zealand residents say they have taken steps to prepare themselves or their household in the last 12 months.
  • The proportion of people in New Zealand who said they were fully prepared for an emergency has dropped from 18 per cent last year to 16 per cent this year on the back of a high spike in 2010/11 as a result of the Canterbury earthquake. However the multi-year trend shows an increase in the level of preparedness well up from seven per cent in 2006.

2012 Colmar Brunton Research Results


2011 Colmar Brunton Research Highlights

New Zealand’s state of preparedness has increased substantially.

  • Nearly one fifth (18%) are fully prepared for an emergency, up from 11% in 2010. Being fully prepared means having an emergency survival plan that includes what to do when away from home, having emergency survival items and water, and regularly updating these items.
  • Nearly a third (32%) are prepared for an emergency when at home – 23% were prepared at home in 2010. Being prepared at home means having an emergency survival plan, having emergency survival items and water, and regularly updating these items.
  • More than four out of five (84%) now have emergency survival items (up from 79% in 2010), just under two thirds (63%) have a survival plan (up from 47% in 2010), and 30% have a plan that includes what to do when away from home (up from 21% in 2010).
  • As in 2010, four out of five people who have seen the ads (81%) have been prompted to think or take action to prepare for a disaster.
  • There is greater awareness of the need to have an emergency survival plan. Nearly half (47%) said unprompted that households should prepare an emergency survival plan for when disaster strikes (up from 39% in 2010).
  • Those more at risk when disaster strikes include students, those who identify with ethnic groups other than New Zealand European or Maori, and those for whom English is not a first language.
  • Results suggest recent events and the Christchurch earthquakes especially have had a significant impact on disaster awareness and preparedness. Sixty percent say they have taken steps to prepare themselves or their household in the last 12 months, up from 44% last year. The main prompt for doing so was the Christchurch earthquakes (65% of those who said they did something to prepare themselves or their household said (unprompted) that this was due to the Christchurch earthquakes). (Note: Christchurch residents were not surveyed in the 2011 research)


2011 Colmar Brunton research results
Get Ready campaign monitoring research 2011 Full Report (pdf file)
Get Ready campaign monitoring research 2011 Full Report (powerpoint)
Get Ready campaign monitoring research 2011 Summary

Previous Colmar Brunton research findings
Summary of 2010 research
Full 2010 Report
Summary of 2009 research (PDF 117kB) or (doc 157kB)
Full 2009 Report (PDF 1MB) or (Powerpoint 5MB)
Summary of 2008 Colmar Brunton annual research (doc)
Full Report on the third 2008 Colmar Brunton annual research (ppt)
Colmar Brunton regional presentation to NPERG 27 August 2008
Full Report on the second 2007 Colmar Brunton annual research (ppt)
Full Report on the first benchmark research April 2006 (ppt)
View summary findings of the first benchmark research April 2006 (doc)
Annual benchmark research questionnaire (doc)


Background
The national Get Ready Get Thru public education programme was launched in June 2006.

The nationwide campaign urges New Zealanders to “Get Ready Get Thru”. The press, radio and television campaign is designed to boost public awareness and understanding of the need to prepare to face disasters by having a plan, and taking steps to be better prepared. The website getthru.govt.nz gives simple messages on what we all need to do to get ready with information available in English, Maori, Chinese, Samoan, Tongan, Korean, Hindi and Arabic. The national programme includes the schools programme “What’s the Plan, Stan?”.

The campaign is built around themes that our investigations show reverberate with New Zealanders – the comfort of knowing you’ve done everything you can do to be prepared and resilient, the inconvenience of being ill-prepared, the responsibility of caring for family and pets – and around providing rationale from trustworthy sources, accessible solutions and constant reminders. View the long term strategy for public education in New Zealand.