American Red Cross came to us with a desire to create a disaster preparedness campaign. Research showed people had differing reactions to emergency preparedness. But a single truth remained: "Tell me exactly what to do to keep my family safe." Suddenly, a cross-cultural campaign was born: "Who has the game plan in your family?" We used OOH, print, and digital to provide the tips and information people craved in English, Spanish, and Cantonese. An earthquake is unexpected, and so is a flash mob. The social media video we created received close to 1,000 clicks a day.