The public service advertisements feature talking-head shots telling Americans how they can make provision for terror attacks, similiar to preparing for a hurricane.
In one spot, the US secretary of homeland security Tom Ridge compares the kind of provisions people need to make for a terror attack with families in Florida preparing themselves for the hurricane season and families in California preparing for earthquakes.
In the spot, Ridge says: "Every family in America should prepare itself for a terrorist attack and, quite frankly, things are very simple -- a emergency supply kit, a communication plan. You can learn how to do this on the website or a brochure. Terrorism forces us to make a choice -- we can be afraid or we can be ready."
The campaign, which features TV, press and radio work, directs Americans to the Department of Homeland Security website where they can find out how to make an emergency supply kit and what to do in case of a terror emergency. One of the press ads features a sepia-toned American flag suggestive of a post September 11 mourning flag.
The tagline "We can be afraid or we can be ready" closes several of the spots. It is expected that the campaign will run for the next 12 months.
Ridge said yesterdayat the unveiling in Cincinnati: "Our message is this: We can not predict an attack. We can always prepare. There are simple things you and your family can do to prepare for the unlikely but possible terrorist incident."
The campaign was created by the Martin Agency, Richmond, Virginia, which is part of the Interpublic Group of Companies.
As well as the secretary of state, the campaign features talking heads from the office of emergency management staff, New York City firefighters and Port Authority police officers.
The campaign was put together by the Ad Council and was done pro bono. The Ad Council said that it had received more than $40m ($25m) in donated airtime.
Ad Council president and CEO Peggy Conlon denied that the campaign was alarmist. She told Ad Week: "The campaign has a two-pronged goal -- to educate people that there are things they can do to ensure they will come through a terrorist attack safely, and to motivate them to go out and do that. The campaign is very clear cut and to the point. It is not alarmist."
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