The Anatomy of “March to 1 Million" (Making the Country Prepared, Not Scared ™)

1. Weekend in Boca – December 11, 2010 Safe America’s National Sponsors The Anatomy of “March to 1 Million" (Making the Country Prepared, Not Scared™)

2. An Under-prepared America 2009 Citizen Corps National Survey • 43% do not have disaster supplies in homes • 50% are not familiar with community alerts/warning systems • 56% do not have a household emergency plan • 58% are unfamiliar with community evacuation routes • 74% have not participated in a workplace shelter-in-place drill • 77% have not volunteered for community preparedness activities; however, 34% did volunteer during a crisis in their community • 80% have not completed a home evacuation drill

3. The Opportunity to Change the Preparedness Paradigm • In 10 months, America will commemorate the tenth anniversary of 9/11 • Safe America has focused on 2 key issues: 1. the need for everyday Americans to be their own ‘first responder’ in handling any disaster 2. the ability to communicate during an emergency To address these two critical issues, Safe America is poised to mobilize everyday Americans in 2011 to create the largest single preparedness event in post-9/11 history! Our goal: to make readiness a ‘working muscle’ – rather than a vague concept!

4. How We’re ApproachingMobilization of People, Volunteers • Remember the children’s story – “Stone Soup” • Sometimes, you start groundswell by showing a goal… getting started… and let the ‘process’ of making soup draw people in (NOT asking for anything… let them get ‘excited’ first) • Also consider: how to meet THEIR Need (for visibility, leadership opportunity, networking) • Then, by drawing them in for their own reason, they’ll begin to see the ‘bigger’ picture’ and become committed… as they see the ‘soup’ forming!!

5. How “March to 1 Million” Will Reach its Goals • Involve strategic audience (First Spouses, PTA, Medical Reserve Corps, US Chamber/BCLC, IAEM, NAEMT, etc.) • Collectively and individually, let them recruit their own ‘warm market’ (more than 6 million to tap so far!) • Build media buzz (for your ‘key players’ so they’ll want to participate… and so your project becomes a ‘hit’ • Make initial effort ‘easy’ (pledge to do something… versus actually doing a chore)

6. The Basic Battle Plan • Safe America will involve 1 million Americans in preparedness with simple tasks: • pledging to drill (via website) • texting exercise (with their families) • participating in corporate-led training (for CEU/credits) • Incenting groups to engage people (recognizing people who’re doing a good job like Citizens Corps, States, etc. so they’ll make process viral… involve their own populations)

7. “March to 1 Million” Plan Safe America’s sponsors will receive five deliverables: 1. A national survey on attitudes (sponsors get input on) 2. A training series, based on survey perceived deficiencies/‘needs’ that allows CEU credits for planning, training and drilling (with our strategic partner, DRI International) 3. Involvement/recognition for assisting in grassroots mobilization (along with Medical Reserve Corps, PTA, AARP, US Chamber) 4. Personalized messaging in PR/advertising campaign (plus exclusive benefits such as safety apps for employees; and tutorials on the new ‘language’ of texting for emergencies) 5. Co-branding opportunities in youth curriculum for schools

8. Committed Partners • Organization Program Role • Safe America Foundation Program Management • Motorola/UPS/Verizon/Digicel Program sponsorship • DRI International Training/Corporate Outreach • Federal Signal/Zogby International National Polling / Research • NORC at the University of Chicago Program measurement/metrics • Booz Allen Hamilton Behavioral measurements • Argonne Labs / Avalias Conduct simulations • Hill & Knowlton PR / media relations • USA Today Public education/program visibility • NBC Universal Public education/program visibility

9. Missouri: Showing the Nation The Way Safe America CEO Len Pagano, Kansas City Civic Leader Phil Snowden and Mizzou Chancellor Dr. Brady Deaton • Following in the footsteps of West Virginia, Missouri can become Safe America’s 2011 ‘model state’ • The goal: show how readiness can become an integral part of all Missouri communities in subtle and practical ways • Starting point: public education and training (with Missouri Advantage co-hosting key city ‘business briefings’) • Extend readiness BEYOND first responders

10. The Bottom Line • Americans have a high expectation of assistance from emergency responders… and have NOT aborbed the message that they’ll have to survive by themselves for 72 hours or longer after an emergency • Safe America is building a coalition to draw people into getting personally involved in a nationally-visible ‘drill season’ – so preparedness becomes a habit exercised at least once-a-year by all Americans!

11. Does this Work? Consider Results: 2010 Drill Down for Safety 1. Safe America engaged over 800,00 Americans in doing a preparedness activity during National Preparedness Month (September) 2. Safe America was able to recruit UPS and DRI International to spearhead a training program for corporate professionals, featuring webinars and an online training site 3. Motorola Foundation and USA TODAY created a schoolroom curriculum based on the STEP program (Students Trained in Emergency Preparedness) that meet their own ‘objectives’ 4. Verizon and All Hazards Consortium helped underwrite a new broadcast program that focused on texting and its value in key markets (Atlanta, Chicago, Philadelphia, San Francisco, Houston, Dallas) 5. Booz Allen Hamilton researched national attitudes on what Americans think 6. Safe America took one popular First Spouse and networked into 10 others… spreading its program across 40 states and Puerto Rico!!

12. ‘Top 8’ / National Goals • Boost grassroots participation to 1 Million with new partners such as NYSE, Pinnacle Airlines, Agility and National Governors Association • Utilize ‘CEO Corps’ to expand corporate partnerships to 100 members • Enhance youth educational element (elementary, high school and college) • Tap Zogby International to continue to research how people ‘feel’ about being active participants in resiliency • Spearhead dialogue to determine if new safety features can be added to next-generation wireless devices (per World Federation of Scientists) • Invite NBC and NCS-4 to co-host a national ‘Cell Safety’ Summit in NYC • Involve wireless carriers such as Digicel in expanding text education and use special 78247 site to go viral with involvement from wireless carriers, NGOs and other corporate partners • Promote with DRI International training for risk managers that offers CEU credits for those who plan, train and ‘drill’

13. Safe America’s Value Proposition: A PREPARED NATION SAVE LIVES, MONEY 1) Translate preparedness into saving lives and money (by reducing the rebuilding/recovery costs… plus reducing deaths) • Offer ‘Most Prepared Community’ awards • Rank 50 states on ‘Resiliency Index’ & honor the “Top 10” 2) Use technology and social media to advance preparedness maturity level • Create metrics that showcase value of Drill Down exercises • Spur invention/distribution of smart phone safety apps Safe America Confidential Proprietary

14. Where it Starts: Conducting a ‘Text’ Exercise Text family members on 9/11 – with a four-digit ‘RUOK’ message and watch for a ‘IMOK’ reply. Make sure all family members know how to text – and if they don’t, teach them!! Encourage employees of all ages to ‘drill’ by texting and reach out to family, neighbors and others to practice connectivity (as they might in a disaster). Msg - To all employees evacuate bldg via south exits Msg - Hey mom, with Sarah, we r ok Msg – hey son, Dad is ok, be home soon Msg- kids, are you ok? Dad

15. The Basic Goal… • Go beyond slogans (have a plan… have a kit…) to practicing real thing (how you’d survive in a disaster… communicate if phone availability were limited to texting)… • As non-profits, we attempt to see what others can’t… moving them toward a new reality… • Safe America’s goal: to envision a time of disorder when people will have to rely on their own skills… and to be toughened by practice so they survive (mentally as well as physically)

16. National Readiness 2010 Benchmark Survey Funded by a Grant from December 2010

18. Greatest Public Safety Concerns Source: Zogby International Survey

22. * For Multi-punch or Choose All That Apply Note Source: Zogby International Survey

26. Source: Zogby International Survey

28. First Quarter 2011/ Action Steps • Meet regularly with task force and subcommittees on the ‘3Ms’ - (media, metrics, mobilization) • Fine-tune ‘Drill Down’ and ‘Text First. Talk Second™’ rollouts • Mobilize First Spouses in all 50 states • Involve West Virginia and Missouri in ‘special roles’ • Collaborate with US Chamber, BCLC on 2011 • Renew corporate sponsors (offering exciting brand tie-ins)

29. 2011 Media Campaign Text First. Talk Second™.

30. March to 1 Million/ Elements • Create a ‘marquee event’ for nation during 10th anniversary of 9/11 • Stage multi-faceted program… with a ‘pre-season’ including: • national survey with Zogby Resources, determining how people would react to having extended period of time without voice communications • Webinars • Media campaign (Text First. Talk Second.™) • Radio / television broadcast (partner with ‘Code Red’ and distribute content) • First Spouses ‘tour’ • Text blast to millions of cell phone customers (getting them to ‘pledge to drill’) • Promotion with other non-profit partners (US Chamber, national PTA, AARP, All Hazards Consortium, NEDRIX, NEMA, IAEM, HOSA, Medical Reserve Corps , American Logistics Aid Network, etc.)