The District of Columbia's Emergency Management Agency (EMA) is responsible for planning and executing plans to protect the city's public in the case of emergencies - from floods, to fires to terrorist attacks.
In September 2002 - the first anniversary of the 9/11 terrorist attacks -- EMA turned to FD Element to communicate the organization's emergency preparation activities and to advertise a new community-based homeland security initiative.n.
Rather than add to the hysteria of the moment, the campaign turned down the volume and produced a campaign that strayed from traditional government advertising. This social marketing campaign relied on print, outdoor and transit advertising in five languages to invite citizens to "Be a hero, join the team."
The campaign's inspiration-based strategy succeeded as participation in the community-based initiatives exceeded the organization's target by 20 percent.