Starting today, a guardian angel will be used in television, radio,
print, outdoor and Internet ads and public service announcements to
emphasize the importance of preparing for potential terrorist attacks to
the nation's 37 million Hispanics.
Homeland Security Secretary Tom Ridge unveiled the national
Spanish-language campaign Monday at Florida International University, the
first stop on his two-day visit to Miami.
''It is essential that everyone gets the message, because with
terrorism there are often no second chances,'' Ridge said.
The program, called Listo, which means ''ready,'' is the second
phase of a campaign launched in February by Homeland Security aimed at
educating the public about terrorism preparedness.
The program prompted some derision for recommending that citizens keep
duct tape and plastic sheeting in the event of a terrorist attack.
The Listo public service announcements make the same
recommendation but with a touch of spirituality. The campaign's spokesman
is a guardian angel who recites popular Hispanic sayings to caution
against apathy.
The grandfather-like angel has white wings. In print ads, he also wears
a lilac guayabera, a shirt popular among Cubans.
''Just like any good guardian angel, we want this one to be
everywhere,'' Ridge said.
In the Roman Catholic faith, guardian angels are believed to be
assigned to every individual.
In the United States, many Hispanics are devout Catholics.
''A guardian angel is a sign of the providence of God; these are
spiritual beings that he puts in our lives to protect us,'' said the Rev.
José Luis Menendez, of Corpus Christi Catholic Church in Miami.
''A guardian angel is more religious than cultural, but our culture is
very Catholic,'' Menendez said.
TARGET AUDIENCE
Elevación, the Washington D.C-based ad agency that designed the public
service announcements on a pro bono basis, said the ads are not meant to
be explicitly religious, but to appeal to Hispanics.
''These are the ads that best tested with our target audience,'' said
Pablo Izquierdo, senior vice president of the bicultural advertising
agency.
One public-service television commercial shows an elderly guardian
angel and a younger female angel at night standing on a hill top
overlooking city lights.
''They're not prepared; they can't see the danger,'' the older guardian
angel says to the young one, who responds with a popular Hispanic saying:
Ojos que no ven, corazón que no siente or ``Eyes that don't see;
heart that can't feel anything.''
The older guardian angel responds with a caution about being too
complacent: ``Camarón que se duerme, se lo lleva la corriente'' or
``The shrimp that falls asleep, the current drags away.''
HURRICANE WATCH
For South Floridians used to hurricanes, the preparedness plan is much
like readying for hurricane season: put together an emergency kit, which
should include three days' supply of food and water, duct tape and plastic
sheeting. Develop a family communication plan to determine how you will
reach each other, and pay attention to news and advisories.
Spanish-language television networks and radio stations will decide for
themselves when to air the ads, sponsored by the Department of Homeland
Security and the Advertising Council.
Eladio José Armesto, who publishes the 30,000 circulation, free weekly
El Nuevo Patria, said he would consider running the print ads.
''Our editorial board would have to look at it and decide whether it
fits our position, but it might not. We call the Patriot Act the
anti-Patriot Act,'' said Armesto.
``But we would consider it just like we those for muscular dystrophy
and
diabetes.''
