ABSTRACT
CONTENTS Introduction............................................................................................ 282 Public Sector Communication and Homeland Security .......................... 284 Role of the Ad Council ........................................................................... 284 Development of the Ready Campaign..................................................... 288
Ready Business............................................................................... 289 Ready Kids..................................................................................... 289 Listo............................................................................................... 291
Ready Campaign Effectiveness ................................................................ 292 Criteria 1: Capture the Attention of the Right Audience ............... 293 Criteria 2: Deliver a Credible Message That Audiences
Understand................................................................................ 294 Criteria 3: Deliver a Message That Influences the Audience .......... 294 Criteria 4: Create Social Contexts That Lead Toward
Desired Outcomes ..................................................................... 294 Motivations for Ready Campaign Collaboration ..................................... 295 Policy Implications.................................................................................. 296 Campaign Concerns................................................................................ 298 Conclusion and Future Directions .......................................................... 299 References ............................................................................................... 300
An earlier version of this paper was presented at the Association for Research on Nonprofit Organizations and Voluntary Action, November 18, 2005, Washington, DC.
