There are a lot of ways to approach this. FCC requires that all forms of media air a certain amount of time devoted to PSAs. Some PSAs can be contaversial, like domestic abuse, drinking or drug use. Often station managers feel unease because they are required to air these PSAs and it may conflict with the interests of some viewers and or make viewers feel uncomfortable. One detailing how to protect yourself in an earthquake I would think would be very inocuous and maybe encouraged by CA tv stations as a way of meeting the PSA goal while not offending anyone.

You could make 3 or 4 different copies (or creatives). Maybe one 30 w/ a woman at work in a highrise, another w/ someone in a car approaching an over pass, while another spot w/ a mom in a busy kitchen with kids. All spots have to have an earthquake of course and maybe showing all these people taking appropriate action when it occurs. They could even be funny while getting the point across. In my earlier post I suggested this may encourage prepardness...what I meant was if people see these earthquakes happening to people like them, they maybe aware this is a reality in this state.

For this to be effective you def. need good placement. If only one spot airs at like 542AM on KCBS or KGO then its not very effective. Another route would be to encourage the state to allocate a budget? (I know the state is in financial crisis) A budget that could be used to work with an advertising agency to create these spots and then purchase strategic air time to air them...maybe a good 3 week flight is all that would be needed in say April. People would see the spots in fringe, prime and late night news...or you could do a cop op, have all the earthquake prepardness firms that sale supplies give a certain percentage to this ad budget. The possibilities are limitless. But it is funny that if you go to the midwest, EVERYONE there knows how to open windows, find a bathtup and throw blankets over themselves in severe weather, yet here, people will sit at their desks or run to windows or outside and the first sign of shaking.