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TABLE OF CONTENTS
01 HISTORY
02 THE SHOCK
_The Beginning
008
_The Shock
036
_Our History
010
_Bioterrorism
040
_Timeline
014
_Trax
044
_Our People
020
_Timeline
048
_Brand Grid
028
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03 GUIDELINES
04 MOVING FORWARD
_New World Order 056
_Products 096
_Logo Process
_Services
064
_Guidelines 070 _Business System 084 _Brand Grids
088
106
_Environment 116
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In the beginning, we lived in a democratic state. People were divided by race, religion, and ideology. They squabbled over every law, big or small.
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BACKGROUND
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Their government was ineffective, but the military and research divisions were highly capable. Plans were in place for every contingency. People thought they were safe.
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Our History
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The Communicable Diseases Center (CDC) was founded July 1, 1946 as the successor to the World War II Malaria Control in War Areas program of the Office of National Defense Malaria Control Activities. Whether diseases start at home or abroad, are chronic or acute, curable or preventable, human error or deliberate attack, CDC fights disease and supports communities and citizens to do the same. The CDC is the nation’s health protection agency. To accomplish their mission, the CDC conducts critical science and provides health information that protects our
nation against expensive and dangerous health threats, and responds when these arise. The CDC works to protect America from health, safety and security threats, both foreign and domestic. By increasing the health security of our nation, we are saving lives and protecting people from health threats. To promote healthy and safe behaviors, communities, and environments we help develop and train the public health workforce. CDC has achieved meaningful successes that have saved lives and protected people.
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TIMELINE
Polio declared an epidemic
1945
1955
Communicable Disease Center founded
Outbreak of cholera and smallpox in Southeast Asia
1960
Venereal Disease Division of the U.S. Public Health Service (PHS) was transferred to the CDC
Set up headquarters in Georgia
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Legionnaire’s disease identified in Michigan
1965
1970
Immunization program was established
Took over publication of Morbidity and Mortality Weekly Report
Became the National Communicable Disease Center (NCDC)
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Outbreak of Lassa fever in Sierra Leone
1970
First diagnosis of AIDS
1975
Renamed the Center for Disease Control
The last victim of variola major smallpox
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SARS first reported
2005
Polio elimination certified in the Americas
H1N1 influenza virus identified
2010
HISTORY
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Our People
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Identifying and understanding who you’re talking to is one of the most important initial steps in starting a conversation. Exploring the range of the potential audience that exists on each end of the spectrum leads to more rounded and informed conversations. By identifying these archetypes, we can use our resources appropriately to find citizens with the potential to achieve great things and affect great change.
The following people exemplify core members of our community. They are the people to look to in a crisis. They are mothers, fathers, and brothers. but above all, they are leaders. The final two community members represent the apathetic minority. While they enjoy the protection our world provides, they are quick to judgment and can be a threat to our safety. They may not be enemies, but they are not allies to be relied upon.
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JANE
JEFF
_Mother of 2
_Nurse on a dialysis unit
_Cares about children’s safety
_Believes in preventative medicine
_Cooks with organic food
_Self identifies as a feminist
_Moved her family to a better neighborhood
_Likes artisan, craft beer
_Husband promoted to Captain _Uses Pinterest for family activities
_Volunteers with the Red Cross _Donates blood regularly _Plans on adopting a foster child
_ Education is important _ Close ties to community
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BILLY
SUZY
_Building a fallout shelter to prepare for doomsday
_Drives a Prius for the environment
_Watches TLC reality shows _Never left the state of Michigan
_History major in college _Teaches at a KIPP school
_Deeply affected by Columbine
_Receives an exam and blood work every year
_Lost his mother at a young age
_Biological clock is starting to tick
_2 older brothers beat him up regularly
_Travels home every year to visit family
_Enjoys hunting
_Started a 401k after her Bat Mitzvah
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ALI
JIM
_Served 2 tours in Iraq
_Refuses to clean anything without rubber gloves
_Fluent in Arabic and Pushtu _Searched for WMDs on first tour _Born in America, but parents are Egyptian _One younger sister _Enjoys watching The Biggest Loser _Volunteers at a veteran’s rehab center
_Always carries hand sanitizer _Sings happy birthday while washing his hands _Stopped wearing ties when he found out they pick up germs on contact _Checks WebMD for every ailment before talking to a physician _Terrified of rats because they carry the plague _Works for the government
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ALICIA
KATE
_Overworked, underpaid social worker that began as an idealist
_Lived in Australia for a year
_Sees children lost in the childcare system everyday _Favorite TV show is The Wire _Grew up in government subsidized Section 8 housing _Lives in an apartment, but dreams of buying a house _Cries at animal cruelty images, but eats at Popeye’s Chicken
_Passport has over 10 stamps _Covered under parent’s health plan _Regularly practices yoga _Recreational drug user _Does not want kids because of overpopulation _Wants to go to international Burning Man affiliate events to explore other cultures first hand
_All vacations are stay-cations
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The Brand
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Like the people of this world, brands have personalities. Consumers connect with brands the same way we connect with people in our lives. Each brand can be described in a very distinct way. A Brand-Grid is used to define both the “before” and “after” state of the brand. The “before” is the brand as it existed in 2016 and “after” is how the brand has been repositioned moving forward.
The overall look and feel of each grid represents how the brand is portrayed to the citizens of this country and the world at large. We have moved from an analog society to an innovative technological giant. We affect worldwide change while maintaining the safety of our borders.
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OLD BRAND 2016.12.13
This grid exemplifies the old Center for Disease Control. The left shows a generalization of an avid supporter and her home environment.
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The right side of the grid shows her day-to-day surroundings, as well as some of her favorite pastimes and activities.
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NEW BRAND 2026.12.13
In the new grid, the improved Center for Disasters and Calamities is personified.
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On the left, one of our citizen leaders. He acts as a civilian watchdog ready for action. The right is the world afforded to us by the CDC.
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The Shock: The bombs came. They rained down on the country and engulfed every major city in panic and chaos. We thought we
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were going to lose the country. But there was no way to prepare us for what came next.
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According to a report issued by the CDC a bioterrorism attack is the deliberate release of viruses, bacteria, toxins or other agents used to cause illness or death in people, or wildlife. These agents are typically found in nature, but it is possible that they could be mutated or altered to increase their ability
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to cause disease, make them resistant to current medicines, or to increase their ability to be spread into the environment. Biological agents can be spread through the air, water, or in food. Biological agents are extremely difficult to detect.
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Trax is a highly contagious virus. It is transmitted easily through the atmosphere and has a very high mortality rate. As a biological weapon Trax is extraordinarily dangerous because of the highly
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contagious nature of both the infected and their sores. It infects in the form of pneumonic plague (infection by inhalation). No treatments currently existed aside from supportive care.
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SARS first reported
THE SHOCK
H1N1 influenza virus identified
2010
2015
CDC identifies the novel H1N1 influenza virus
SARS was first reported in Asia
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Trax outbreak
2020
Trax eradicated
Quarantine centers in all major cities
CDC blocks borders
Fingerprint ID’s
CDC News station
24 hour surveillance
2025
Subdermal Implants for all citizens
CDC voted to rule totalitarian world government
RODS created (Real-Time Outbreak Disease Surveillance)
Quarantine centers changed into Safe Zones and museums
Automated medical technology created
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There was chaos, rampant disease. People were looking to their leaders for a solution. The government left us without order. Then the CDC saved us. Treated the sick and
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restored order. Gave us the tools to move forward and proper. They protected us from future attacks. Vigilance through strength.
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THE SHOCK
WELCOME TO A NEW WORLD ORDER
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2016
BRAVO
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The Logo
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This is the symbol of hope in our new world. It is a beacon of light in the darkness that lets us know we are still safe to live and thrive for another day. The presence of this logo marks a certified CDC commercial product, service, or safety.
The following page illustrates the logo ideation process. Many ideas came to light before the one could be chosen above all others to lead our path to reclamation.
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Protecting America from terror, before the enemy strikes.
GUIDELINES
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The Shield
The Logotype
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The logo mark is based on the shape of a hexagon or—for the scientific community —a simple aromatic ring. It is the building block of organic chemistry and therefore, the building blocks of life. The arrow formed in the positive space represents where we have been and where the CDC
continues to guide us into the future. While we act as individuals, our vigilance contributes to our safety as a whole. That is why the outer structure is segmented, but forms a singular picture.
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LOGO BASICS
2x x 0.5x 3x
2x
x
x
LOGO ANATOMY The logo dimensions are based on the x height of the top of the CDC official logotype. It is critical that the logo be based on the proportions listed and not altered in any way.
x
x
x
x
CLEAR SPACE This space indicates a safe zone that must be maintained around the logo. This includes text, not images.
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1 inch
MINIMUM SIZE This is the smallest size the logo can be shown in any print or manufactured product.
ALTERNATES The logo can be used in a one color variation when used over a background. Other appropriate uses for the logo components include the shield and the logotype for individual use.
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LOGO KNOCKOUT
10
25
35
45
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65
75
85
100
MARK ON COLOR The chart shows the one color version of the logo and the requirements of when to switch from black to knockout. The numbers represent percentages of black; between 45 and 65% black the logo can be either color.
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LOGO DONTS
Do not change the proportion
Do not recolor the logo
Do not add a drop shadow
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Do not use an outline
Do not change the opacity
Do not skew the logo
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LOGO COLOR
r.90 g.195 b.195 c.60 m.0 y.25 k.0
r.0 g.0 b.0 c.0 m.0 y.0 k.100
Coated PANTONE P 127-8 C
Coated PANTONE P Process Black C
Uncoated PANTONE P 127-8 U
Uncoated PANTONE P Process Black C
PRIMARY COLORS These are the standard colors the logo will be printed and produced in.
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r.245 g.100 b.90 c.0 m.75 y.60 k.0 r.235 g.50 b.40 c.0 m.95 y.95 k.0
ALTERNATE COLORS These colors are for industry use. Federal Blue is used for services the CDC provides. Production Red is for commerical products.
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TYPOGRAPHY CDC OFFICIAL DISPLAY
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TYPOGRAPHY CDC OFFICIAL BODY COPY Roboto Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Roboto Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
GUIDELINES
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ITEM NUMBER
THE GRID
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BOOK SECTION TITLE
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BACKGROUND
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GUIDELINES
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BUSINESS SYSTEM
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Leading the world towards a better tomorrow.
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BRAND CHARTS quick response
Homeland Security CDC
Military SWAT/HRT
Paramedics Local Police
low level of care
high level of care
Americares Doctors Without Borders
Red Cross
CDC
FEMA
WHO Peace Corps
slow response
NGOs to Government Agency
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high quality CDC
Pharmacy Kendall
LoCost Medical Supply low trust
high trust
Walmart
Stanford/UCSF
Target
Planned Parenthood
Walgreens/CVS
CDC Anthem Urgent Care
OSHA
Kaiser WHO
Kmart low quality
Healthcare Providers to Suppliers
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BRAND PROJECTION CHART NORMAL
ALPHA
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HOME
FIRST AID KIT 速
SECURITY SYSTEM
. medic wand
. Barricades . Quarantine
. quick sealing goo . cooling compress . knife
SCHOOL & WORK
SURVIVAL PREP CLASSES . CPR/AED . First responder . Foraging . Hunting . Survival . Weapons training
PLAY
GOVERNMENT
POSTED DIRECTIONS TO SAFE LOCATIONS
EVACUATION PLAN & PROCEDURE
24 HR SURVEILLANCE . Video . Personnel
GLOBAL NEWS STATION
INFORMATION KIOSK . Evacuation leaders . Evacuation maps
MEDICAL QUARTERLY REPORT
MINUTE-BY-MINUTE THREAT ASSESSMENT
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Products
BRAVO
Services
CHARLIE
DELTA
BUG OUT BAG
PROTECTIVE WEAR
. Water . Food . Clothing . Shelter . Tools . Weapons . First Aid Kit 速
. Gas Mask . Biohazard suit
BLOOD DRIVE
PRACTICE ATTACK SIMUATION . Go to safe locations . Quarantine procedures
EMERGENCY ALERT SYSTEM . Sub-dermal Implants
SPIES . Domestic . Foreign
FINGERPRINT IDENTIFICATION SYSTEM
+ Military alert button + GPS tracking + Export medical data
Enviornments
SAFE ZONES/DISASTER QUARANTINE . Automated medical equipment . Medical Personnel . Instant body scan
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COMMERCIAL PRODUCTS
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COMMERCIAL PRODUCTS
The products shown here reflect the top of the line merchandise we sell to our consumers for their added protection and safety. There is no such thing as too prepared. We give our citizens every opportunity for readiness.
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Top: First responder wearing CDC official apparel
Bottom: Teen model gas mask
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BUG OUT BAG The bug out bag comes complete with a full set of survival supplies. The bag includes: Drinking Water, Collapsible Water Bottle, Hard Water Bottle, Metal Water Bottle / Canteen, Water Filters / Purification Systems, Water Purification Tablets, Protein / Energy Bars, Dehydrated Meals, Spork, P-38 Can Opener, Metal Cooking Pot, Metal Cup, Pot Scrubber, Portable Stove, Stove Fuel
WEAPONRY Determine the must-haves and forget the rest. Trying to practice what we preach, we recommend the following three knives for your bug out bag. You never know what lies ahead, and its best to know you can cut through it. These utility knives are sold in a set of 3 or individually. Each knife has a different use and comes with usage instructions.
HOME SECURITY SYSTEM No longer do we live in a world where we are afraid of our fellow citizens. In today’s society, we need to be vigilant to those outside our borders. Therefore, the home security system now detects biohazard contamination as well as heat signatures. Each system also comes complete with a full quarantine barrier to keep things in and out.
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FIRST AID KIT The certified first aid kit should get you through any emergency situation long enough to get to a designated safe zone. The kit comes complete with our finest advances in home medical care and includes: a medic wand, quick sealing goo, cooling compresses, and a utility knife.
BIOHAZARD SUIT Our chemical protective clothing, when used properly as part of a protocol will help reduce the opportunity for contamination of a person’s skin and clothing by potentially infectious pathogens. This includes protection from exposures to blood and bloodborne pathogens, pandemic preparedness and response, and scene investigation. Gas mask and boots sold separately.
PROTECTIVE WEAR Your clothes selection will obviously depend on your location, climate and personal preference. You should evaluate your bug out bag every six months. At least two changes of clothes ensure you can always have a dry set to wear. The last thing you want while under siege, and in the elements, is wet clothes. Some product offerings include: Lightweight Long Sleeve Shirt, Convertible (Zip-Off) Pants, Underwear, Wool Hiking Socks, Medium Weight Fleece, Hat w/ Flex Brim.
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SERVICES
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SERVICES
The CDC provides us a world safe from terror, but preparedness is not to be taken lightly. We didn’t believe it could happen before, so it is our duty to ensure it never happens again.
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Top: Subdermal implant while transmitting info
Bottom: Medical presonnel assesing data
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SURVIVAL PREP CLASSES Our citizens are always at the ready, but they might not have the knowledge to survive without modern conveniences. That is why we provide preparatory classes in wilderness survival, CPR/AED, first responder training, foraging, hunting, weapons training, and general fitness classes.
INFORMATION KIOSK These kiosks are placed in major community centers as well as outlying communities. There is personnel placed at these kiosks 24/7 to inform all citizens of each specific location’s disaster readiness. Personnel are also trained as evacuation leaders. Which means they are in charge of leading citizens to safe locations and will help in locating family members once safe.
EVACUATION PLAN AND PROCEDURE These maps are available in every building, public area, and information kiosk. They lead the way to the closest safe zone and contain numbers to call to report any event or suspicious activity. The effectiveness of these plans are tested through planned and random practice attack simulations.
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SUBDERMAL IMPLANTS After the fingerprint identification system became so effective, medical advances led to subdermal implants. These implants not only act as GPS locators to assist in finding family members, they also detect medical stats that can be transmitted wirelessly to healthcare professionals.
EMERGENCY ALERT SYSTEM The Emergency Alert System is not to be taken lightly. People would often ignore or scoff at emergency alert due to their imprecise nature. Now, with our biohazard and weapons sensors, we are alerted to any threat to our country immediately. When the alert system is activated, people are to follow all emergency procedure regardless of their location. Personnel can be found at any kiosk for further assistance.
SAFE ZONES AND HISTORY MUSEUMS In order to not repeat the mistakes of our past we find it critical to analyze and study our history to identify any weakness or instability. The quarantine zones that were created after the shock have been re-purposed into safe zones. They house medical care facilities and have been retrofitted to include the newest quarantine technology. The other side of these buildings contain history museums to teach future generations the oversights of our past.
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Working together creates a more perfect society.
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ENVIORNMENTS
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ENVIRONMENTS
The new world order may be seen as a radical change. We must remember that this change was voted upon by the citizens of this country. We chose to give up some of our freedom for the safety of prosperity. In this light, we bring constant vigilance to the forefront of society.
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Top: Surveillance cameras in public areas
Bottom: Surveillance personnel at their post.
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GLOBAL NEWS STATION The CDC has dedicated one television station to the dissemination of news, domestic and foreign. Programs contain information including threat assessments, scientific advances, and notable scientists on the rise. All programming is closely monitored by the CDC as to not give away any tactical information or put our soldiers in jeopardy.
MINUTE-BY-MINUTE THREAT ASSESMENT Threat assessment is a constant process. Information collected from surveillance, spies, and citizen reports is compiled to give citizens an accurate representation of dangers facing our borders. This assessment is widely distributed through our news station as well as bus shelters, billboards, and any other on screen displays in public areas and homes.
SPIES While surveillance is critical, it has its limitations. Where the cameras stop, our spies begin. They infiltrate plots against our country at home and abroad. Our citizen’s safety is paramount and we are prepared to do anything to keep our citizen’s feeling secure. Some of these measures are covert, but rest assured, we are always working to keep you safe, day and night.
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BLOOD DRIVE Science and technology have made amazing strides in the last 10 years. There is one thing we cannot survive without, blood. Contributing to the community benefits our society as a whole. In this light, we host monthly blood drives at schools and workplaces to give people the opportunity to do their civic duty conveniently. When you or your loved ones go to the hospital, know that they have every available tool at their disposal for a quick, and speedy recovery.
PRACTICE ATTACK SIMULATION Twice yearly there are CDC sponsored practice attack simulations. The first is a planned practice simulation that reminds all citizens where to access their nearest safe zone and locate all family members. The second simulation occurs within a 3 month period. It is instituted at random as to better prepare our citizens for a real attack. These simulations include mobilizing our military into attack ready positions.
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