Soon after formation, the department worked with the Ad Council to launch the Ready Campaign, a national public service advertising (PSA) campaign to educate and empower Americans to prepare for and respond to emergencies including natural and man-made disasters. With pro bono creative support from the Martin Agency of Richmond, Virginia, the campaign website "Ready.gov" and materials were conceived in March 2002 and launched in February 2003, just before the launch of the Iraq War. One of the first announcements that garnered widespread public attention to this campaign was one by Tom Ridge in which he stated that in the case of a chemical attack, citizens should use duct tape and plastic sheeting to build a homemade bunker, or "sheltering in place" to protect themselves. As a result, the sales of duct tape skyrocketed, and DHS was criticized for being too alarmist.
Soon after formation, the department worked with the Ad Council to launch the Ready Campaign, a national public service advertising (PSA) campaign to educate and empower Americans to prepare for and respond to emergencies including natural and man-made disasters. With pro bono creative support from th,e Martin Agency of Richmond Virginia, the campaign website "Ready.gov" and materials were conceived in March 2002 and launched in February 2003, just before the launch of the Iraq War. One of the first announcements that garnered widespread public attention to this campaign was one by Tom Ridge in which he stated that in the case of a chemical attack, citizens should use duct tape and plastic sheeting to build a homemade bunker, or "sheltering in place" to protect themselves. As a result, the sales of duct tape skyrocketed, and DHS was criticized for being too alarmist.