The Ad Council: FEMA PSAs
Finding ways to engage young viewers and their parents in emergency preparedness without resorting
to scare tactics was a challenge for The Ad Council and FEMA. They turned to Newfangled, and we
brought a digital-first approach to a suite of five PSAs that would stand out online and on TV.
Clear messaging and inviting illustrations demonstrate just how likely different emergencies are
in relatable language. We also worked with a cultural consultant every step of the way to ensure
that everything, from the characters to the tagline, "Prepared, Not Scared," would speak to a
diverse audience that reflects today's United States.