When the Pennsylvania Emergency Management Agency (PEMA) was conceiving ReadyPA, a campaign to motivate Pennsylvanians to prepare for a disaster, it faced a daunting challenge.
“When you are working on campaigns to get people to take steps to do anything, like quitting smoking or preparing for emergency, it's an uphill battle,” says Kim Lehman, VP at Neiman Group, the agency retained for the launch.
Strategy
“It's one thing to learn about the types of supplies you need in a news-paper or on TV,” ...