This document is a proposal submitted to Dr. Don W. Stacks of the University of Miami for a Home Fire Secure Campaign by the American Red Cross chapter in Greater Miami and the Keys. The proposal aims to advance knowledge of home fire safety and prevention in local communities. It provides background on the Red Cross, describes the goals of the national Home Fire Campaign to reduce deaths and injuries from home fires, and identifies stakeholders and target audiences for the local campaign. The proposal will analyze the situation, identify target audiences, and provide recommendations and a timeline for how to efficiently reach target audiences to decrease deaths and injuries from home fires in South Florida.

1. 1
Home
Fire
Secure
Campaign
2015
A
Proposal
Submitted
to
Dr.
Don
W.
Stacks
Professor,
School
of
Communication
University
of
Miami
By
Group
D
Shi
Li,
Yiheng
Luo,
Teng
Ma,
Qi
Wan,
Rizelle
Zabate
&
Yani
Zhao

2. 2
Introduction
This
campaign
is
aimed
to
further
advance
the
knowledge
of
home
fire
safety
and
prevention
in
the
local
communities
of
The
Greater
Miami
and
The
Keys
local
chapter
of
the
American
Red
Cross.
Clara
Barton
and
a
circle
of
her
acquaintances
founded
the
American
Red
Cross
in
Washington,
D.C.
on
May
21,
1881.
Barton
first
heard
of
the
Swiss-­‐inspired
global
Red
Cross
network
while
visiting
Europe
following
the
Civil
War.
Prior
to
the
First
World
War,
the
Red
Cross
introduced
first
aid,
water
safety,
and
public
health
nursing
programs.
The
Second
World
War
called
upon
the
Red
Cross
to
provide
extensive
services
once
again
to
the
U.S.
military,
Allies,
and
civilian
war
victims.
After
World
War
II,
the
Red
Cross
introduced
the
first
nationwide
civilian
blood
program
that
now
supplies
more
than
40
percent
of
the
blood
and
blood
products
in
the
United
States.
The
American
Red
Cross
prevents
and
alleviates
human
suffering
in
the
face
of
emergencies
by
mobilizing
the
power
of
volunteers
and
the
generosity
of
donors.
The
supporters,
volunteers
and
employees
provide
compassionate
care
in
five
critical
areas:
people
affected
by
disasters
in
America,
support
for
members
of
the
military
and
their
families,
blood
collection,
processing
and
distribution,
health
and
safety
education
and
training,
and
international
relief
and
development.
The
Red
Cross
Home
Fire
Campaign
is
a
national
campaign
whose
goal
is
to
reduce
deaths
and
injuries
from
home
fires
by
as
much
as
25
percent
over
the
next
5
years.
The
campaign
seeks
to
increase
the
use
of
smoke
alarms
in
neighborhoods
with
higher
numbers
of
home
fires
and
to
encourage
all
Americans
to
practice
their
fire
escape
plans.
According
to
the
National
Fire
Protection
Association,
there
were
an
estimated
369,
500

3. 3
home
fires
in
2013
and
2,
755
civilian
deaths
in
the
United
States.
The
Red
Cross
and
their
partners
hope
to
achieve
their
goal
by
establishing
local
coalitions
in
communities
all
across
America,
including
local
fire
departments,
house
of
worship,
businesses,
schools,
after-­‐school
groups,
public
health
departments,
social
service
agencies,
neighborhood
leaders,
and
others.
Our
Red
Cross
Home
Fire
Secure
Campaign
plan
is
a
response
to
decrease
the
deaths
and
injuries
associated
with
home
fires
in
the
Greater
Miami
and
The
Keys
area
of
Florida.
Our
goal
is
to
further
advance
the
knowledge
of
home
fire
safety
and
prevention
the
community
of
South
Florida
possesses.
The
proposal
will
provide
a
situation
analysis
to
identify
our
publics
and
target
audience
and
provide
recommendations
to
how
the
target
audiences
will
be
reached
most
efficiently.
A
campaign
timeline
and
included
materials
will
be
covered
as
well
in
the
proposal.

4. 4
Stakeholder
and
Target
Audience
analysis
Internal
stakeholders
Leadership
and
Employees:
These
individuals
are
the
public
face
of
the
Red
Cross.
They
are
those
most
directly
involved
in
crisis
communications.
They
provide
the
day-­‐today
governance
of
the
Red
Cross
at
the
local,
national,
and
international
level.
They
are
important
because
they
assure
that
the
activities
of
the
Red
Cross
are
focused
on
its
mission
and
vision,
and
that
funds
are
not
wasted
or
misused.
Publicity:
These
individuals
are
involved
in
ensuring
that
the
general
public
is
fully
aware
of
the
activities
of
the
Red
Cross.
They
produce
the
messages
that
the
leadership
wants
communicated
to
the
general
public
and
other
external
stakeholders.
Volunteers:
These
are
individuals
who
are
willing
to
lend
their
expertise
and/or
time
to
the
Red
Cross
as
needed
on
a
daily
basis.
The
American
Red
Cross
does
not
have
enough
human
resources
to
help
them
carryout
the
campaign,
so
they
must
recruit
volunteers
and
set
up
training
programs.
The
volunteers
who
have
received
the
training
can
help
the
American
Red
Cross
do
fundamental
jobs,
such
as
providing
education
for
residents
or
giving
flyers
in
the
communities.
External
stakeholders
Contributors:
These
are
the
individuals,
as
well
as
foundations,
businesses,
and
government
funders,
large
and
small,
who
provide
the
bulk
of
the
funding
that
supports
the
activities
of
the
Red
Cross
on
a
daily
basis.
In
our
campaign,
our
contributors
include
Buddhist
Tzu
Chi
Foundation,
Catholic
Charities
USA,
Common
Voices,
Congressional
Fire
Services
Institute,
Corporation
for
National
and
Community
Service,
Meals
on
Wheels
Association
of
America,
National
Association
of
Hispanic
Fire
Fighters,
National
Association

5. 5
of
State
Fire
Marshals,
National
Council
of
the
United
States,
Society
of
St.
Vincent
de
Paul
Inc.,
National
Fallen
Firefighters
Foundation,
National
Fire
Protection
Association,
National
Fire
Sprinkler
Association,
National
Volunteer
Fire
Council,
Project
Paradigm
Foundation,
Society
of
Fire
Protection
Engineers.
Communities:
These
are
local
communities
that
offer
assistance
during
our
campaign
to
the
Red
Cross
in
its
efforts
to
provide
help
such
as
survey,
basic
information
of
residents
in
their
communities
and
education.
Federal
and
State
Governments:
Federal
and
state
governments
have
emergency
management
agencies
such
as
FEMA
and
local/state
fire
departments
that
work
closely
with
the
Red
Cross
during
our
campaign.
For
example,
To
research
which
communities
in
Miami
have
the
most
serious
fire
safety
loophole,
the
American
Red
Cross
also
needs
to
rely
on
data
which
is
provided
by
FEMA
who
hosts
the
National
Fire
Incident
Reporting
system
-­‐
the
world’s
largest
national,
annual
database
of
fire
incident
information.
This
database
contains
information
on
over
75
percent
of
all
reported
fires
in
the
U.S.
Therefore,
FEMA
is
an
very
significant
stakeholder
in
this
campaign.
Miami-­‐Dade
government,
United
States
Fire
Administration,
and
Fire
Department
are
also
our
stakeholders.
Households:
Households’
actions
and
attitudes
affect
their
vulnerability
to
the
danger
of
fire.
To
a
great
extent,
the
outcome
of
the
campaign
is
determined
by
the
extent
of
cooperation
of
local
residents.
If
some
local
residents
refuse
to
install
fire
alarms
in
their
house,
it
must
have
negative
impacts
on
our
campaign.
So,
households
or
the
local
residents
are
the
most
important
stakeholders,
and
the
local
residents
who
reject
to
install
fire
alarms
in
their
houses
also
play
the
role
of
the
target
audience
in
our
campaign.

6. 6
Target
audience:
The
communities
in
the
Greater
Miami
and
The
Keys
area
(Miami-­‐Dade
and
Monroe
Counties)
BASIC
Model
From
the
perspective
of
the
BASIC
model,
the
governmental
stakeholders
including
fire
departments
and
FEMA
belong
to
the
phase
one
which
focuses
on
building
awareness
and
the
phase
two
which
pays
attention
on
advancing
knowledge.
The
American
Red
Cross
starts
to
do
the
campaign
should
firstly
get
supports
and
permission
of
the
governmental
stakeholders,
because
the
campaign
is
like
a
social
service
for
the
public
which
should
involve
the
participation
of
governmental
departments
and
agencies.
The
contributors
and
the
public
should
be
in
the
phase
three
(sustain
relevance)
and
the
phase
four
(initiate
action).
When
the
American
Red
Cross
plans
the
campaign,
they
must
build
connection
with
the
contributors,
which
can
provide
funds
and
goods.
They
also
need
to
initiate
actions
of
the
public
including
the
local
residents
and
volunteers
to
cooperate
with
them
to
accomplish
the
campaign.
The
communities
and
households
are
concerned
with
the
phase
five
(create
advocacy),
the
success
of
the
campaign
depends
on
the
advocacy
of
the
public.
The
aim
of
the
campaign
is
to
decrease
fire
death
and
awaken
the
consciousness
of
communities
to
strengthen
fire
safety,
so
we
must
create
advocacy
in
these
stakeholders.

7. 7
S.W.O.T
Analysis
INTERNAL
Strengths
Weakness
To
communicate
with
residents
directly;
to
To
organize
activities
more
easily.
Shortage
of
community
workers;
Poor
fire
safety
infrastructures
and
services;
No
much
funds.
EXTERNAL
Opportunities
Threats
Access
to
social
media
and
traditional
media;
Awareness
on
fire
safety
The
exclusion
and
rejection
of
residents;
Many
potential
safety
hazards;
Identity
discrimination
Language
barriers.

8. 8
The
acronym
SWOT
stands
for
Strengths,
Weaknesses,
Opportunities,
and
Threats.
A
comprehensive
SWOT
Analysis
provides
the
understanding
of
the
organization
and
its
environment
required
in
the
formulation
of
realistic
organizational
plans.
The
goal
of
SWOT
Analysis
is
to
provide
the
necessary
information
to
ensure
that
organizational
plans
build
on
organizational
strengths
and
minimize
organizational
weaknesses,
while
pursuing
environmental
opportunities
and
avoiding
environmental
threats.
Through
SWOT
Analysis
the
contemporary
fire
department
can
enhance
its
effectiveness,
efficiency
and
safety,
as
well
as
its
ability
to
fulfill
its
mission.
Strength:
To
communicate
with
residents
directly,
to
organize
activities
more
easily
Weakness:
Shortage
of
community
workers,
poor
fire
safety
infrastructures
and
services,
not
much
funds
Opportunities:
Access
to
social
media
(Twitter,
Facebook)
and
traditional
media
(radio,
television),
awareness
on
fire
safety
Threats:
The
exclusion
and
rejection
of
residents,
many
potential
safety
hazards,
identity
discrimination
and
language
barriers.

9. 9
Objectives
Information
Objectives
• To
have
an
effect
on
awareness,
specifically
about
how
to
survive
in
a
home
fire
incident
• To
further
advance
the
knowledge
of
the
public
on
home
fires
preventative
measures
• Specific
objectives
include:
o Realization
of
the
high
possibility
of
a
home
fire
and
its
threats
o Correct
misconception
about
their
ability
to
escape
a
burning
home
o Address
completed
and
effective
methods
to
survive
a
home
fire
Motivational
Objective
• To
motivate
our
audience
to
take
preventative
action
to
avoid
home
fires
that
have
grave
repercussions
and
consequences
Behavioral
Objectives
• To
have
an
effect
on
action,
specifically
to
decrease
the
death
and
injury
in
a
home
fire
o For
the
communities
included
in
the
Greater
Miami
&
The
Keys
local
chapter
to
take
action
to
prevent
a
home
fire
o Increase
the
number
of
saves
and
decrease
the
number
of
injuries
during
a
home
fire

10. 10
Strategy
&
Planning
To
begin
the
Home
Fire
Secure
Campaign
2015,
we
first
analyzed
the
current
American
Red
Cross:
Fire
Safety
Poll
that
took
place
between
July
17-­‐20,
2014
to
evaluate
the
national
sample’s
responses
on
fire
safety
and
prevention.
The
survey
was
conducted
among
a
national
sample
of
1,
130
American
adults,
including
311
parents
of
children
aged
3-­‐17.
The
total
sample
was
balanced
to
be
representative
of
the
U.S.
adult
population
in
terms
of
age,
sex,
geographic
region,
race
and
education.
The
survey
showed
many
Americans
have
a
false
sense
of
security
about
how
to
survive
a
home
fire
and
mistakenly
believe
they
have
more
time
than
they
really
have
to
escape
a
burning
home.
Most
Americans
(62
percent)
mistakenly
believe
they
have
at
least
5
minutes
to
escape,
and
nearly
18
percent
erroneously
believe
they
have
ten
or
more
minutes
to
escape.
When
asked
about
their
confidence
levels
in
escaping
a
burning
home,
about
42
percent
of
those
polled
said
they
could
get
out
in
two
minutes
.The
poll
also
showed
few
actions
had
been
taken
that
would
support
the
level
of
confidence
of
parents
about
their
children’s
ability
to
escape
a
fire.
In
just
one
year,
the
American
Red
Cross
Home
Fire
Campaign
and
Partners
saved
26
lives
in
2014.
In
addition,
the
local
South
Florida
chapter
informed
us
of
the
From
this
information,
we
then
contacted
the
Greater
Miami
&
The
Keys
local
chapter
of
the
American
Red
Cross
to
gather
more
reports
of
the
campaign
in
action.
When
contacting
the
Greater
Miami
&
The
Keys
local
chapter,
we
asked
them
a
series
of
questions
that
would
assist
us
in
forming
our
target
audience.
We
wanted
a
clear
idea
of
the
effectiveness
of
the
national
campaign
and
the
specific
outcomes
the
community
encountered.
Although
the
local
chapter
could
not
provide
us
with
the
specific
neighborhoods
the
campaign
targeted,
they
informed
us
that
the
neighborhoods
were

11. 11
mapped
through
a
mapping
program
called
ArcGIS
Mapping
Tool.
They
also
relied
on
the
local
fire
departments
for
information
on
specific
areas
that
were
affected
by
home
fires.
While
there
were
as
many
as
26
lives
saved
nationally
from
the
American
Red
Cross
Home
Fire
Campaign,
it
was
informed
to
us
that
there
were
zero
saves
in
the
Greater
Miami
&
The
Keys
area
since
the
campaign.
From
these
results,
we
chose
to
emphasize
the
entire
community
instead
of
specific
neighborhoods
since
there
was
no
change
in
lives
saved.
To
reach
our
target
audience,
we
plan
to
use
traditional
and
non-­‐traditional
forms
of
media.
We
selected
the
communities
that
the
American
Red
Cross
Greater
Miami
&
The
Keys
local
chapter
serves
the
Miami-­‐Dade
and
Monroe
counties.
We
have
created
a
media
kit,
which
includes
a
backgrounder
of
the
American
Red
Cross
and
fact
sheets
on
the
American
Red
Cross
and
the
national
Home
Fire
Campaign;
radio
message
samples;
Youtube
message
samples;
Twitter
message
samples;
Facebook
message
samples;
and
product
samples
(T-­‐shirts,
magnets,
and
flyers).
Since
we
are
only
provided
a
strict
budget
from
the
local
American
Red
Cross
chapter,
we
have
decided
to
reach
our
target
audience
through
local
radio
broadcasts.
We
have
decided
that
radio
broadcasts
are
more
cost
efficient
than
purchasing
a
television
ad
to
broadcast
throughout
the
counties.
Our
radio
message
aims
to
capture
the
local
communities
by
using
a
narrative
point
of
view.
We
hope
to
make
an
impact
with
the
radio
message,
in
which
they
will
visit
the
Home
Fire
Campaign
website
provided
in
the
message
and
inquire
more
information
about
preventing
a
home
fire.
The
media
kits
will
be
disseminated
through
paper
and
electronic
means
to
the
selected
local
radio
stations.
The
radio
stations
will
receive
the
kit
through
email
and
first-­‐
class
mail
to
provide
the
businesses
and
any
interested
listener
with
abundant
information

12. 12
about
the
campaign
and
American
Red
Cross
organization.
The
Youtube
video
samples
will
be
uploaded
to
the
American
Red
Cross
South
Florida
Region
Youtube
page
(SFLRedCross).
The
videos
uploaded
will
vary
from
month
to
month
and
range
from
informative
videos
to
narrative
videos.
By
using
the
Youtube
page,
we
hope
to
engage
the
audience
in
a
more
interactive
way
than
just
printed
information.
For
the
Twitter
and
Facebook
post
samples,
our
goal
is
to
reach
audience
members
involved
in
different
social
media
platforms.
Information
on
the
posts
will
range
from
fire
safety
checklists
to
planning
an
accurate
fire
escape
plan
for
your
home.
From
these
tactics,
we
hope
to
reach
the
community
through
a
more
digital
strategy.
In
addition
to
reaching
the
audience
via
social
media,
we
plan
to
create
campaign
sites
at
the
local
communities’
YMCAs,
which
also
happens
to
be
an
endorser
of
the
Home
Fire
Campaign.
The
frequencies
of
the
campaign
sites
would
vary
during
the
campaign
and
would
be
run
by
trained
volunteers.
At
the
campaign
sites,
we
would
provide
products
such
as
T-­‐shirts,
magnets,
and
flyers
to
the
families
that
are
members
of
the
local
YMCAs.
The
T-­‐
shirts
design
aims
to
draw
attention
to
the
Home
Fire
Campaign
and
as
incentive
for
family
members
to
stop
by
the
campaign
site.
The
flyers
and
media
kits
will
be
printed
at
the
local
chapter
office.
The
flyers
at
the
campaign
sites
will
have
different
escapes
plans
for
various
living
areas
(ex.
Single
family
homes,
multiple
family
dwellings,
and
high-­‐rise
apartments).
Since
papers
are
misplaced
a
majority
of
the
time,
we
will
provide
a
fire
safety
checklist
magnet
to
serve
as
another
way
to
constantly
be
exposed
to
fire
safety
information.
For
the
t-­‐shirts,
flyers,
and
magnets,
we
went
for
a
simple
design
that
utilized
the
American
Red
Cross
organization’s
colors
and
kept
the
designs
straight
to
the
point.
We
will
then
follow

13. 13
up
with
online
surveys
posted
to
the
South
Florida
Region
Red
Cross
Twitter
and
Facebook
pages
a
week
after
the
March
3rd,
2016
fire
installation
event.
Campaign
Timeline
Campaign
Duration:
December
2015
to
April
2016
December
2015
• Prepare
materials
for
radio
messages
and
interpersonal
media
(flyers,
magnets,
T-­‐
Shirts,
media
kits)
January
2016
• 2nd
week
of
January
o Distribute
media
kits
to
selected
local
radio
stations
o Begin
broadcasting
of
radio
message
(includes
information
to
the
Red
Cross
Home
Fire
Campaign
Home
page/
YMCA
campaign
sites/
March
3,
2015
event)
§ Radio
messages
will
broadcast
everyday
o Begin
social
media
posts
to
Twitter,
Facebook
and
Youtube
pages
§ Twitter,
Facebook
pages:
Fire
Safety
Tips
and
Information
post
(3
times
a
week)
/
Campaign
event
information
post
(2
times
a
week)
§ Youtube
post
(3rd
week
of
January)
§ BENCHMARK
#1:
record
and
asses
activity
from
Twitter,
Facebook
&
Youtube
pages/
looking
for
increase
of
activity
before
Home
Fire
Campaign
broadcasts
• 3rd
week
of
January
o Continue
social
media
and
radio
message
strategies
o Campaign
Sites
(begin
on
3rd
Saturday
of
January)
§ Location:
Greater
Miami
&
The
Keys
local
YMCA
(YMCA
is
organization
that
endorses
the
Home
Fire
Campaign)
§ Begin
campaign
sites
at
local
YMCAs
and
distribution
of
products/materials
• 4th
week
of
January
o Continue
social
media
and
radio
message
strategies
o Continue
campaign
site
strategy
(Saturday)
February
2016
• 1st
week
of
February
o Increase
frequency
of
social
media
posts

14. 14
§ Twitter,
Facebook
pages:
Fire
Safety
Tips
and
Information
posts
(every
other
day)/
Campaign
event
information
(every
other
day)
o Radio
broadcast:
new
message
of
campaign
event
will
broadcast
§ Provide
the
same
selected
local
radio
stations
with
new
message
and
duplicate/updated
media
kit
o Increase
frequency
of
Campaign
sites
§ Mondays,
Wednesdays,
Fridays-­‐afternoon,
after
school
§ Saturdays-­‐morning,
early
afternoon
§ High
volume
of
families
after
school
days
and
organized
sports
team
events
on
Saturdays
• 2nd,
3rd
week
of
February
o Continue
updated
social
media
and
radio
message
strategies
(
as
of
February)
§ BENCHMARK
#2:
record
and
asses
activity
from
Twitter,
Facebook
&
Youtube
pages/
looking
for
increase
of
activity
before
Home
Fire
Campaign
broadcasts
o Continue
campaign
site
strategy
(as
of
February)
• 4th
week
of
February
(starting
Monday-­‐Feb
29
into
1st
week
of
March)
o Increase
frequency
of
current
social
media
posts
about
campaign
event
(everyday)
o Continue
current
radio
message
strategy
o Increase
frequency
of
campaign
sites
at
YMCA
to
everyday
(afternoon)
March
2016
• 1st
week
of
March
o Increase
frequency
of
current
social
media
posts
(everyday)
o Continue
current
radio
message
strategy
o Increase
frequency
of
campaign
sites
at
YMCA
to
everyday
(afternoon-­‐until
March
2,
2016)
o EVENT
IS
MARCH
3,
2016
(Thursday)
§ Twitter
and
Youtube:
posts
of
events
throughout
the
day
• 2nd
week
of
March
o End
radio
messages
of
campaign
event
(March
4,
2016)
o Send
follow
up
“thank
you”
social
media
posts
to
Twitter,
Facebook
and
Youtube
(
day
after
event
March
4,
2016)

15. 15
• 3rd
and
4th
week
of
March
(week
after
event)
o Twitter,
Facebook:
send
out
posts
about
completing
online
survey
about
the
March
3,
2016
event
§ Post
2
times
a
week
April
2016
• Month
of
April
o End
deadline
of
online
surveys
on
social
media
of
March
3
event
by
April
3
§ Collect
and
analyze
data
(EVALUATON
STAGE)
o End
social
media
posts
of
campaign
(including
online
surveys
by
April
3)

16. 16
MATERIALS

17. 17
MEDIA
KIT
2015-­‐2016

18. 18
FOR
MORE
INFORMATION:
Teng
Ma
University
of
Miami
(305)510-­‐2359
335
SW
27th
Avenue,
Miami,
FL
33315
txm179@miami.edu
BACKGROUNDER
The
American
Red
Cross
is
a
humanitarian
organization
that
provides
emergency
assistance,
disaster
relief
and
education
inside
the
United
States.
As
one
of
the
nation’s
premier
humanitarian
organizations,
the
American
Red
Cross
is
dedicated
to
helping
people
in
need
throughout
the
United
States
and,
in
association
with
other
Red
Cross
networks,
throughout
the
world.
History
Clara
Barton
and
a
circle
of
her
acquaintances
founded
the
American
Red
Cross
in
Washington,
D.C.
on
May
21,
1881.
The
organization
made
huge
effort
during
the
two
World
Wars.
For
over
130
years
it
depends
on
the
many
generous
contributions
of
time,
blood,
and
money
from
the
American
public
to
support
our
lifesaving
services
and
programs.
Today,
the
supporters,
volunteers
and
employees
of
the
American
Red
Cross
provide
compassionate
care
in
five
critical
areas:
• People
affected
by
disasters
in
America
• Support
for
members
of
the
military
and
their
families
• Blood
collection,
processing
and
distribution
• Health
and
safety
education
and
training
• International
relief
and
development

19. 19
Mission
Statement
The
American
Red
Cross
prevents
and
alleviates
human
suffering
in
the
face
of
emergencies
by
mobilizing
the
power
of
volunteers
and
the
generosity
of
donors.
Vision
Statement
The
American
Red
Cross,
through
its
strong
network
of
volunteers,
donors
and
partners,
is
always
there
in
times
of
need.
We
aspire
to
turn
compassion
into
action
so
that:
• All
people
affected
by
disaster
across
the
country
and
around
the
world
receive
care,
shelter
and
hope;
• Our
communities
are
ready
and
prepared
for
disasters;
• Everyone
in
our
country
has
access
to
safe,
lifesaving
blood
and
blood
products;
• all
members
of
our
armed
services
and
their
families
find
support
and
comfort
whenever
needed;
and
• In
an
emergency,
there
are
always
trained
individuals
nearby,
ready
to
use
their
Red
Cross
skills
to
save
lives.
Local
Chapter:
Greater
Miami
&
The
Keys
The
Greater
Miami
&
The
Keys
Chapter
of
the
American
Red
Cross
proudly
serves
over
2
million
residents
in
Miami-­‐Dade
and
Monroe
counties.
Address:
335
SW
27th
Avenue,
Miami,
FL
33315
Phone:
(305)
644-­‐1200

20. 20
American
Red
Cross
-­‐
FACT
SHEET
Ì Founded
on
May
21,
1881
+ Clara
Barton
and
a
circle
of
her
acquaintances
+ Washington,
D.C.
Ì Dedicated
to
helping
people
in
need
throughout
the
United
States,
and
in
association
with
other
Red
Cross
networks,
throughout
the
world
+ A
humanitarian
organization
that
provides
emergency
organization
that
provides
emergency
assistance,
disaster
relief
and
education
inside
the
United
States
Ì Mission
Statement
+ The
American
Red
Cross
prevents
and
alleviates
human
suffering
in
the
face
of
emergencies
by
mobilizing
the
power
of
volunteers
and
the
generosity
of
donors
Ì Supporters,
volunteers
and
employees
provide
compassionate
care
in
five
critical
areas
+ People
affected
by
disasters
n
America
+ Support
for
members
of
the
military
and
their
families
+ Blood
collection,
processing
and
distribution
+ Health
and
safety
education
and
training
+ International
relief
and
development
Ì Fundamental
Principles
of
the
Global
Red
Cross
Network
+ Humanity
+ Impartiality
+ Neutrality
+ Independence
+ Voluntary
service
+ Unity
+ Universality

21. 21
American
Red
Cross
–
FACT
SHEET
Home
Fire
Secure
National
Campaign
Ì Home
Fire
Campaign
goal:
To
reduce
the
number
of
deaths
and
injuries
caused
by
home
fires
by
25
percent
over
the
next
five
years
Ì Plan
to
establish
local
coalitions
in
communities
all
across
America
+ Includes:
local
fire
departments,
houses
of
worship,
businesses,
schools,
after-­‐school
groups,
public
health
departments,
social
service
agencies,
neighborhood
leaders
and
others
Ì Cornerstone
of
the
campaign
is
going
door
to
door
where
it
counts
+ 4%
of
homes
without
smoke
alarms
represent
nearly
40%
of
home
fires
+ Working
smoke
alarms
can
double
someone’s
chance
of
surviving
a
fire
Ì Data
is
compiled
from
5
years
of
responses
to
home
fires
by
Red
Cross
volunteers
with
demographic
risk
factors
+ Maps
will
highlight
the
neighborhoods
at
greatest
risk
Ì Asks
of
every
household
in
America
to
take
part
in
the
campaign
with
two
simple
steps
that
can
save
lives
+ Checking/installing
smoke
alarms
+ Practicing
fire
drills
at
home
Ì Fire
Safety
Resources
available
online
www.redcross.org
+ Home
Fire
Safety
Checklist
+ Fire
escape
plan
worksheets
for
single
family
home,
multi-­‐family
home,
or
high-­‐rise
apartment
complex

22. 22
YouTube
Message
Sample
Red
Cross
Home
Fire
Campaign:
Saving
Lives
Together
https://www.youtube.com/watch?v=DXGxh
OabDEs
Home Fire Escape plan
https://www.youtube.com/watch?v=2H6y40
hnrc4
Home Fire Prevention Tips
https://www.youtube.com/watch?v=g7XGU
yw7L8w
Facebook Samples

23. 23
Radio Message Sample
“2
minutes.
The
average
time
you
have
to
escape
a
burning
home.
Home
fires
caused
an
estimated
2,
650
deaths
last
year.
Don’t
let
you
or
your
loved
ones
contribute
to
this
number.
Preparedness
is
key
to
prevention.
For
more
information
visit
you
local
Red
Cross
chapter
or
visit
www.redcross.org/prepare/disaster/home-­‐fire.”
~20
seconds
Radio message from “Red Cross Home Fire Campaign: Short Version” – 46 seconds
https://www.youtube.com/watch?v=HkcgifaGgSA
Radio message from “Fire Protection and Prevention: Tips” – 15 seconds
https://www.youtube.com/watch?v=qCwSwgH1sG8
Twitter Message Sample
#Prepare2Prevent
Escape plan
Home fire tips

24. 24
Sample Message on Gifts
T- shirt
Magnets
Home Fire Safety
Checklist
For more information on Home Fire Safety:
Call (305) 644-1200 or
Visit www.redcross.org/prepare/location/home-
family/prevent-home-fires
#Prepare2Prevent
Home Fire Campaign
#Prepare2Prevent
Home Fire Campaign

25. 25
Flyers