ESPN Teams Up with the Ad Council and FEMA on Ready Campaign

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ESPN Teams Up with the Ad Council and FEMA on Ready Campaign

New PSAs Encourage Americans to Be Prepared for Emergencies

In collaboration with the Ad Council and as part of FEMA’s annual Ready campaign, ESPN will televise a public service advertisement (PSA) encouraging viewers to prepare for emergencies and disasters. The PSA launches in early August to lead into FEMA’s National Preparedness Month (NPM) in September.

Titled “Hero,” the new PSA calls on sports fans to be heroes to loved ones during emergencies by building an emergency kit and developing a family plan for natural disasters and emergencies. The spot features a voiceover by ESPN senior writer Wright Thompson and clips of SportsCenter reports using the term “hero.”

“Presented within the context of heroism in sports, we believe FEMA’s message will resonate with our fans and inspire them to take action to be prepared – for themselves and, especially, for their families,” said Aaron Taylor, vice president, marketing, ESPN.

Creative agency 77 Ventures developed the PSA in collaboration with ESPN, the Ad Council and FEMA. The spot will run in donated media across television and digital assets.

“Thanks to the generosity of ESPN, our Ready campaign’s vital preparedness messages will be seen by their viewers nationwide,” said Peggy Conlon, president & CEO of the Ad Council. “This new television public service advertisement will educate and empower sports enthusiasts to take an active role in preparing their families for potential natural emergencies.”

Launched in 2004, NPM is designed to encourage Americans to take steps to prepare for emergencies throughout the year. FEMA’s website offers a recommended emergency kit supply list and suggestions for creating an emergency plan. Viewers can learn more about emergency preparedness by visiting or calling the campaign hotline at 1-800-BE-READY.

ESPN and the Ad Council have teamed up on previous projects targeting male-dominated audiences including PSAs for the U.S. Department of Health and Human Services’ Fatherhood Involvement and Men’s Preventative Health campaigns.

The Ad Council
The Ad Council ( is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies. The Ad Council addresses issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.

Federal Emergency Management Agency
FEMA’s mission is to support our citizens and first responders to ensure that as a nation we work together to build, sustain, and improve our capability to prepare for, protect against, respond to, recover from, and mitigate all hazards.


Contact: Kristen Hudak – [email protected] – 646-547-5778

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