Estonian Rescue Board – Preparedness Campaign

This summer, we participated in the Estonian Rescue Board’s public awareness campaign competition. Such competitions always present a unique challenge: should we create a bold, eye-catching concept to enhance our portfolio, develop a solution that genuinely encourages people to prepare for crises, or focus on something that might resonate particularly well with the judging panel?

We approached the task from a practical perspective—how to truly address the existing problem. Research shows that only 15% of Estonians are prepared for a crisis. It’s essential that everyone in Estonia, regardless of age, understands:

1. WHAT needs to be done—prepare;

2. WHY it’s necessary—to protect your family, your life, and Estonia;

3. HOW to prepare—by being ready to take on different roles during a crisis.

We chose Priit Loog as the face of the campaign. His calm and approachable communication style effectively conveys this serious topic without inducing fear, reaching both Estonian- and Russian-speaking audiences.

In daily life, we take on many roles, yet most people are better prepared for a Tuesday meeting than for protecting their family during a crisis. Let’s be just as diligent in crisis preparedness as we are in our everyday tasks.