72
HOUR Kits
If ye are prepared ye shall not fear
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Group Members Steven Monson Jared Smith Christina Taylor Lindsey Marlor Michael Boren
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NEWS RELEASE
AWARENESS WEEK/72-HOUR KITS Brigham Young University-Idaho REXBURG, Idaho — Stressed about the future? Want to make sure you are prepared? Brigham Young University-Idaho is starting a program called “Awareness Week.” During Awareness Week, students will be taught the importance of having a 72-hour kit for every student. Specialists will be at the University
In a recent survey targeting 250 BYU-I students we found that 68.8 percent of student do not own a 72-hour kit and 48.2 percent do
bookstore to answer any questions and show-
not feel the urgent need to acquire
case what is in each kit. Students can purchase
a kit. However, 96.6 percent of the
these kits on-campus for a very reasonable price. Brigham Young University-Idaho is
students think it is important to
starting this program with the goal of every
own a kit. Our 72 hr kit campaign
student having one in case of an emergency. The prepared have no need to fear; now the
will help increase the percent of
question is,
students to feel the urgent need to
Are you prepared?
acquire a kit.
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Strategy Worksheet
Key Information The kit includes: • Emergency Drinking Water • Food Rations • First Aid Kit • Emergency Blanket • Flashlight
Target Consumer:
Product Benefit:
The typical BYU-Idaho student has heard about food storage and preparation his entire life. He is busy and he needs every thing to be quick and easy. He has learned the importance of being prepared since he was a Sunbeam in Primary. However, the typical student does not feel the pressure to be prepared. The excuse of “I do not have space for food storage or other preparation items” is often used.
72 hr kit provides supplies for a natural disaster. 72-hour kits are now easily assessable to students through the bookstore.
Consumer Benefit: Peace of mind before or in a disaster. With a 72 hr kit you have a plan. Having a 72 hr kit helps students follow the Prophet, because they are preparing for the future.
Support: Our objective is to take away a student’s excuses not to be prepared. We will do this through testimonials, statistics, and our visuals.
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Statistics: · Approximately 9,854.834656067 tornadoes form in an average year in the USA (wikianswers.com). · The average numbers of hurricanes have doubled the last century and it is continuing to rise (www.eurekalert.org). · Earthquakes, also called temblors, occur by the thousands every day around the world (environment.nationalgeographic. com)
snowmobilers, skiers, and snowboarders (environment.nationalgeographic.com). · On average, more than 100,000 wildfires, also called wildland fires or forest fires, clear 4 million to 5 million acres (1.6
million to 2 million hectares) of land in the U.S. every year. In recent years, wildfires have burned up to 9 million acres (3.6 million hectares) of land. A wildfire moves at speeds of up to 14 miles an hour (23 kilometers an hour), consuming everything—trees, brush, and homes, even humans—in its path (environment. nationalgeographic.com).
· Avalanches kill more than 150 people worldwide each year. Most are
*To learn more about natural disasters and how often they occur, please visit the National Geographic website (http://www.nationalgeographic.com).
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Tone of Advertising: Our tone of advertising is serious and light at the same time. With our advertising we want to tell the viewer our product is inexpensive for what you get and stress its importance. Our ads make the point of, “you never know what life is going to throw at you. You may not use an umbrella, a plunger, or jumper cables every day; however, when you need that product, it is important.” The same idea applies to a 72-hour kit. You will not use it every day, but when you have to use it, it is an emergency. Our advertising will bridge the gap between students having the knowledge to be prepared and creating the desire to act. We also want to make the point: “People spend money accessorizing their phones. Why not spend money on your safety?” Owning a 72 hr kit is essential in these difficult times because it is impossible to predict the future.
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Brand Character: We are students, improving life for students. We understand you because we are just like you.
Advertising Theme Ideas: Our premise is that, if you prepare for minor energies, you should prepare for major one’s as well. People do not use an umbrella, a plunger, jumper cables, or even the vacuum every day. However, they are essential items for the home. When an individual needs those items it is an emergency. A person never knows when a disaster is going to hit. It is better to be prepared by owning a 72 hr kit.
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Why do 43% of Canadians say they have a a 72 hour kit when asked…? It’s all about the message and how it’s delivered. Canada did a campaign to invite Canadians to join in on being prepared with 72 hr kits. Their television ad works backwards in time to show a family successfully coping through 72 hours of an emergency situation, thanks to having prepared an emergency kit. The advertising supports the "72 hours...Is Your Family Prepared?" social marketing campaign, designed to improve Canada's readiness to prepare for and respond to an emergency by mobilizing families to take three practical steps: The campaign has successfully encouraged more Canadians to take action to prepare. One in five Canadians who saw the 72 Hours advertising from last year say they took action as a direct result of seeing the ads. Despite a number of weather-related emergencies in recent years, most Canadians are still not well prepared to sustain themselves for the first 72 hours of an emergency.
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For example, given the gap that exists between those who believe they have a kit (43 percent) and those whose kits contain all the recommended basic items (estimated at 8 percent), further effort is required to raise awareness of appropriate kit contents. http://www.nationalterroralert.com/ updates/2009/03/11/72-hoursis-your-family-prepared-canada-launches-campaign/ This ad campaign would be an example of the “sermon” format. We could use this same style video for our 72 hr kits that we are putting in the bookstore. It’s all about the message and how it’s delivered. We could show students here on campus using these kits in their own environment. This video can impact the importance of a 72 hr kit by working backwards in time showing how successful 72 hr kits are. These kits can help students cope through 72 hours of an emergency situation and they are going to be available for all BYU-I students here in the bookstore.
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Video Presentation Open
Body
Close
Quick, almost flash slideshow of different incidents where one would use a 72 hr kit (i.e. power outage, stranded car, accident‌)
Opens on a narrator that expresses thanks to the customer for buy the 72 hour kit. The narrator reminds the watcher that an accident is always possible and that the watcher is smart for wanting to be prepared. The narrator then explains that the point of the video is to instruct the watcher on how to properly use each item in the kit.
The close will be similar to the open, with the narrator thanking the watcher for purchasing a 72 hour kit. After the thank you the video will cut to the flash slideshow again.
Each item is demonstrated with the narrator explaining the purpose for the item and the uses of it. While the narrator explains there will be video showing the product and the uses. The video doesn’t need to show the item being used in an emergency situation; this is an instructional video so that people know the uses and purpose of each item. Seeing that every item has numerous uses, showing each use would be impractical.
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email press release
Testimonial Back in dec 2006, I made an emergency 72 hour kit for my car as an optional assignment for Auto118. It was sheer happenstance that I left the kit in the car at all when I left to go home for christmas. I was stranded in a blizzard in Colorado. The one day snow storm ended up worse than predicted. I was able to make it to boulder where an old friend resided. After not being able to contact her, kept myself warm in one of those space blankets, as most businesses closed early. I was lucky she was able to contact me, and gave me a place to stay. They had little to no food, so I used my own supply for myself. I had no extra money for a hotel, so the only shelter I had was my car. The towing strap, got me and a couple other drivers out of situations where vehicles were stuck in the snow. The small shovel I had came in handy to help me dig my car out from the snow. If it weren’t for the kit, I would’ve had problems. Who know’s what would have happened if my friends were never able to reach me.
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Call to action
“I tell you these things because of your prayers; wherefore, treasure up wisdom in your bosoms, lest the wickedness of men reveal these things unto you by their wickedness, in a manner which shall speak in your ears with a voice louder than that which shall shake the earth; but if ye are prepared ye shall not fear.” -D&C
“If ye are prepared ye shall not fear”
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