1.

Executive Overview
A. Introduction
1. Personal Readiness and Emergency Preparedness (P.R.E.P.)
2. Specialize in disaster preparedness for people with disabilities.
B. Need for the intervention
1. Special needs or vulnerable populations are those needing additional needs
before, during, or after an incident in functional areas, those in need of
additional response assistance1.
2. Disabilities defined as both physical and cognitive impairment2.
3. Vulnerability influences the capacity of a person to anticipate, cope with, resist,
and recover from disaster3.
4. People with disabilities are less likely to be prepared for a natural disaster4.
5. Preparedness means a reduction of information the emergency officials must
supply the population during a disaster5.
C. Intervention
1. Goals and objectives
Goal: To reduce the amount of information the emergency officials must
supply to disabled persons during a disaster.

By the end of the P.R.E.P. community communication campaign,

75% of the disabled population in Tucson, Arizona will understand
the need for disaster preparedness.

By the end of the P.R.E.P. program, 100% of the disabled

population who participate in the campaign will be P.R.E.P. ready
(personal readiness and an emergency preparedness kit, including
an evacuation plan).

2. Overview of project PREP

a. education 3- 45minute sessions

b. preparedness backpack
c. evacuation plan
3. Outcome of Intervention
a. Short term
1) P.R.E.P. educated disabled population of Tucson, AZ will
understand the need for a preparedness plan.
2) P.R.E.P. participants will feel prepared for natural disasters.
b. Long term
1) Educate all disabled persons in Tucson, AZ to understand the
need for a preparedness plan.
2) Emergency officials will reduce the amount of information
supplied during an event as per Healthy People 2020 objective.
II. The Customers (Market Review)
A. Stage 1 NCI
1. Behavioral- high degree of readiness to change, high level of informationseeking behavior, uses various media, and disabled as defined both as physical
and cognitive impairments
2. Cultural-weak family structure, language proficient
3. Demographic- Resides in Tucson, Arizona
4. Physical- any age or sex, with a degree of health risks and medical conditions,
disorders and illnesses.
5. Psychographic -none

B. Intended secondary target audience- Doctors, nurses, social workers, caregivers,

family members, and neighbors
III. The Product (Product review)
A. P.R.E.P. project
1. Education with an adequate disaster kit, including an evacuation plan
2. Provide best protection and allows a proactive approach to emergency
planning.
B. People with disabilities will have a proactive approach to their personal disaster kit
and personal evacuation plan.
IV. Strategies
A. Position
1. Imaging: Preparedness, adaptability, readiness, proactive
2. Distinctiveness: A shift from crisis management to crisis prevention.
B. Product
1. Features: Distribution of 6,000 P.R.E.P. kits to special needs population and 3
educational classes to include an evacuation plan.
2. Necessity: Persons will have knowledge of disaster preparedness planning, how
to create an emergency evacuation plan, and will sustain or minimize the
impact of a disaster.
C. Price
1. Price: Free program.
2. Value: $50 for preparedness kit (World Care) and a minimal financial
investment for educational sessions (P.R.E.P.)
D. Promotion

1. Selling points: To construct elevated levels of attention of disaster preparedness

to persons with disabilities through favorable processing of promotional
messages to allow positive changes and a goal of reduced amount of
information the emergency officials must supply during an event.
2. Promotional channels:
a. local news- television (KOLD and AZPBS), and radio (104.7 and
107.4)
b. Social media campaign (FaceBook, news media, and XM/Sirius)
c. participants can recruit qualifying friends and family to participate in
the program
V. Budget
A. Projection of costs for one-time distribution project
Items
Marketing- advertising hours

Unit Price

Total

3 hr @$20
Total

$60
$60

B. Justification
1. Project is a one-time distribution project.
2. World Care to provide 6,000 preparedness kits.
3. Program planner (P.R.E.P.) to implement all aspects of educational program.
4. Partnerships (Arizona Health Matters and Health Department) to cover cost of
radio advertising and newsprint in their annual advertising spots.