Homeland security launches its 'Ready Campaign'

CINCINNATI -- Homeland Security Secretary Tom Ridge suggested basic steps Wednesday for a nation still on high alert for terrorism, such as putting together disaster kits with a few days supply of food and water.

A week after government comments sent worried Americans to hardware stores for duct tape and plastic sheeting, Ridge also said the "orange" level high-risk alert was really meant more for law enforcement than for regular citizens. And he suggested it might be lowered soon.

Ridge traveled to Ohio to launch a public-relations campaign offering families several suggestions: Have a communications plan so the family can get in touch during an emergency; put together a disaster kit with a few days of critical supplies, and know where to turn for information during a crisis.

"The threat of terrorism forces us to make a choice," Ridge told a crowd at the Cincinnati Red Cross. "We can be afraid, or we can be ready."

Homeland Security officials said the "Ready Campaign" launch was many months in the making and not tied to the orange terrorism alert.

Ridge told reporters Wednesday that the alert level may be lowered if intelligence gathered over several days suggests the threat has diminished.

He acknowledged that at least one reason for going to high alert had expired: the Muslim hajj holiday period -- during which some intelligence had suggested an attack might take place -- ended late last week. But officials said some worrisome signs of imminent al-Qaida strikes remain in place.

Ridge characterized the orange alert as primarily a warning to law enforcement and security personnel, rather than to the U.S. public.

"It's really a signal to the security personnel that we need to do things differently," he told reporters. "We have very good reason to believe it's a deterrent."

Many of the steps Homeland Security is encouraging are worthwhile steps in preparing for natural disasters, as well, officials said.

They said they crafted the campaign to avoid scaring people while providing some commonsense ideas that will help families find and care for each other if normal services aren't available for a few days because of an attack.

This includes keeping a three-day supply of water, food and medicine, Ridge said. Among other things, the government-recommended "kit" also includes duct tape and plastic sheeting.

"Don't use it!" Ridge said during his speech, alluding to the run some uneasy Americans made on those items last week. "Stash it away. And that pre-measured plastic sheeting for future -- and I emphasize future -- use. Experts tell us that a safe room inside your house ... can help protect you from airborne contaminants for several hours."

Reminiscent of the duck-and-cover campaigns of the Cold War, the Homeland Security effort will include television announcements and fliers that will be distributed with phone directories.

The television spots will feature Ridge, along with a New York City firefighter and other public safety workers.

The Ad Council -- the nonprofit group that came up with Smokey Bear's "Only you can prevent forest fires" and McGruff the crime dog's "Take a bite out of crime" -- helped put together the campaign.

The ads don't seem to have a single catch phrase, although most of them include the words, "Be ready."

The campaign is essentially free to taxpayers, officials said. It is starting under a $5 million donation from the nonprofit Sloan Foundation of New York, and will rely on tens of millions of dollars of donated advertising space and air time to get the message out.

One billboard will be going up in Times Square in New York City later this month.

The trip to Ohio marks Ridge's second public engagement outside of Washington since taking over the new Homeland Security Department. The previous trip was to Florida, another key electoral state.