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“Listas” Campaign Enlists Women—Backbone for State’s Emergency Preparedness

-Editorial

Ethnic Media Services and California Black Media presented a statewide ethnic media briefing aimed at raising awareness about Listas California, a first-of-its-kind effort by the California Governor’s Office of Emergency Services (Cal OES) to empower women with emergency resilience knowledge.

Listos California 2023 research identified key demographic groups that would benefit from additional resources to help them prepare for disasters, with women being one of the leading groups primed for additional engagement. Acting on this research, Cal OES launched Listas California in March during Women’s History Month.

Since 2019, Listos California has succeeded in reaching millions of Californians who otherwise wouldn’t have access to lifesaving emergency preparedness information. For more information, visit: ListosCalifornia.org.

This comprehensive outreach effort includes more than 80 pieces of unique digital assets, including social media graphics, informational videos a page dedicated to honoring women in the household, and a self video production at home guide. The Listas campaign will provide the knowledge needed for women to lead their families during natural disasters such as wildfires, earthquakes, floods, and mudslides.

Diana Crofts-Pelayo, Assistant Director, Crisis Communication & Public Affairs, California said that the California Governor’s Office Launched a Campaign to Empower Women in EmergenciesIn the wake of California’s numerous natural disasters and emergencies, the California Governor’s Office of Emergency Services (Cal OES) has unveiled a groundbreaking initiative aimed at empowering women during times of crisis. 

Dubbed the “At Least Us” campaign, this initiative seeks to provide Californians with vital knowledge and resources to navigate emergencies effectively. The campaign was developed following extensive research and community outreach to understand the needs and preferences of Californians during emergencies. Through this research, Cal OES identified two primary target audiences: women who serve as the head of their households and act as primary caregivers, and secondly, women who serve as trusted messengers within their communities.

One of the campaign’s main objectives is to deliver clear and concise emergency preparedness information tailored to the diverse needs of California’s population. 

This includes providing actionable tips for various types of emergencies, such as earthquakes, wildfires, and floods. Additionally, the campaign aims to encourage Californians to sign up for local emergency alerts to receive timely information from their respective governments. To achieve these goals, the campaign leverages a variety of channels, including digital videos, social media graphics, and community-based outreach efforts. 

Cal OES has collaborated with community leaders and influencers to amplify the campaign’s message and reach a broader audience. A highlight of the campaign is a special initiative featuring Jennifer Siebel Newsom, the First Partner of California, who emphasizes the importance of emergency preparedness for families, especially mothers. In a video message, Newsom encourages families to create emergency plans and ensure they have essential supplies on hand. She urges viewers to share the message with their loved ones to promote collective preparedness.

Since its launch, the campaign has achieved significant success, with over 400,000 outreach calls made to Californians, encouraging them to sign up for emergency alerts. Moreover, the campaign continues to expand its reach through ongoing efforts and community engagement. As California continues to face various challenges, the “At Least Us” campaign stands as a beacon of empowerment and resilience, equipping women with the tools and knowledge needed to navigate emergencies effectively and protect their families and communities.

Governor’s Office of Emergency Services (Cal OES) Stephanie Nguyen added this campaign is specific to emergency preparedness. 

“Emergency knowledge go to our Least Us California web page and you can see all the resources there, social media, spread the word and you know I would also encourage you to talk with community leaders to see you know what kind of they’re seeing you to talk with community leaders to see, you know, what kind of they’re seeing or hearing on the ground as far,” Nguyen said. 

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