FEMA, Ad Council launch AANHPI-focused disaster preparedness campaign

The Federal Emergency Management Agency (FEMA), in partnership with the Ad Council, has launched the latest iteration of its “Ready” campaign, this time addressing disaster preparedness within Asian American, Native Hawaiian and Pacific Islander (AANHPI) communities. This new effort features culturally tailored “Inner Circles” PSAs, as well as multilingual resources aimed at dismantling barriers to preparedness and fostering a proactive mindset within these communities.

According to FEMA’s 2023 National Household Survey, a significant percentage of AANHPI individuals — 65% of Asian Americans and 58% of Native Hawaiians or Pacific Islanders — believe that taking steps to prepare for disasters will not make a difference. The latest campaign seeks to challenge these misconceptions by emphasizing culturally relevant messaging and practical steps.

In an exclusive interview with Rebel Yellow, the campaign team identified a range of challenges that hinder disaster preparedness among AANHPI communities. Traci Brasher, deputy regional administrator for FEMA Region 6, highlighted linguistic and cultural barriers as key issues. “Research conducted by FEMA and the Ad Council revealed that specific barriers can include linguistic or cultural differences, skepticism about the effectiveness of preparedness efforts and a limited emphasis placed on preparedness,” Brasher explains. These insights were uncovered through exploratory research and roundtables with AANHPI community members.

Misconceptions about the necessity of readiness also play a significant role. “We learned that people may view preparing for emergencies as a daunting task or in some cases, that if they have previously survived a disaster without preparation, there is no need to prepare for future emergencies,” adds Brasher. The campaign addresses these beliefs by using storytelling to demonstrate how small steps can lead to meaningful outcomes, fostering confidence and action within communities.

Authenticity lies at the heart of the campaign’s design. Julie Lee, CEO of TDW+Co, which developed the “Inner Circles” films pro bono, emphasizes the importance of cultural competence. “We prioritized cultural competence by weaving authenticity into every phase of the campaign. This started with conducting comprehensive focus groups with AANHPI community members to test our messaging, gather insights, and refine our approach to ensure cultural relevance and accuracy,” Lee shares.

Details such as green medicated oil and familiar household items were intentionally included to help AANHPI audiences see themselves reflected in the campaign. “By incorporating familiar behaviors and everyday items, we aim to show that preparing for emergencies is not only achievable but empowering for everyone,” notes Lee. The campaign, she says, was crafted by a team that was over 90% AANHPI in composition — strategists, creatives and production professionals — ensuring it “was not only shaped by, but also created and presented by voices from the community, enhancing its authenticity and cultural resonance.”

The campaign’s resources, available on Ready.gov/Start, include a conversation guide offered in multiple languages such as Chinese, Japanese, Korean, Tagalog and Vietnamese. “We recognize the rich diversity that makes up AANHPI communities nationwide and were intentional to bring different languages into the supporting resources,” Brasher says.

Michelle Hillman, chief campaign development officer at the Ad Council, underscores the collaborative nature of the project. “Throughout the development process we worked with AANHPI community organizations to implement feedback along the way, ” she says. “This research, community input and TDW+Co’s expertise were instrumental in helping us to channel the distinct cultural preferences of different groups within the AANHPI communities into powerful creative work.” The effort also ensures accessibility for those with limited internet access by incorporating out-of-home advertisements, such as billboards, bus shelters and transit stations, Brasher adds.

Despite the challenges, the campaign recognizes the inherent strengths within AANHPI communities that can be powerful assets in disaster preparedness. Brasher points out that the initiative deliberately taps into “strong family bonds, community solidarity and the importance of mutual aid and support” to encourage proactive readiness. This approach transforms the narrative from one of vulnerability to one of collective empowerment. By centering community-driven strategies, the campaign seeks to reframe disaster preparedness not as an individual burden, but as a shared responsibility that draws on the deep-rooted cultural values of connection and mutual support.

The campaign is more than a standalone initiative as it represents a sustained commitment to building community resilience. Hillman emphasizes the importance of continuously gathering insights through tracking studies and roundtable discussions hosted by FEMA with AANHPI communities. This approach reflects a broader understanding that disaster preparedness is not a one-size-fits-all solution. Each community brings unique cultural contexts, challenges and strengths that must be carefully understood and respected. “We knew from the start how important it was to recognize that these [AANHPI] communities are not a monolith,” Hillman notes.

As climate change increases the frequency and intensity of natural disasters, initiatives like “Inner Circles” become increasingly critical. By providing culturally competent resources, breaking down barriers to preparedness and empowering communities with practical tools, FEMA and the Ad Council — which have worked together for 21 years — are laying the groundwork for more resilient, better-prepared communities. The campaign serves as a powerful reminder that preparedness is not about fear, but about hope: one that comes from knowing you and your loved ones have the knowledge and resources to face unexpected challenges.

For those interested in taking the first step, resources are available at Ready.gov/Start. As the campaign demonstrates, preparedness begins with a conversation, and every small step matters.​​​​​​​​​​​​​​​​