Resilience - header ICE PACK LLC

Volume 4, Issue 7
 July 2011

Time to Lose the 3-day
Preparedness Message?


In recent months we've heard a new emergency preparation bugle being trumpeted in cyberspace. The central message? It's time to get honest about our emergency preparation - 3-days worth of sustainment just doesn't cut it in real world disaster situations. In principle, we completely agree. Three days sustainment is an arbitrary number with very little substantive research to back it up. We could list numerous recent disaster events which have impacted a significant population for much

Hurricane Katrina Survivors Photo
Hurricane Katrina Refugees

longer than 72-hours - both here in the USA and abroad. 


But here's something to consider. When companies go through the process of determining price points on new products a multitude of variables are evaluated. One of those variables is - "what the market will bear". Several years ago, FEMA determined that 3-days sustainment was the degree to which "the market would bear" the emergency preparedness message. Consequently, that's become the clarion call across the industry. 


So, before we toss out the previous "marketing angle" on emergency preparedness, we think you have to answer one question. Has the majority of the American People (or even a small minority for that matter) bought into the original message? From our perspective we would have to answer no. How do you "sell" or educate a population on a week, two weeks, or more worth of preparation when you've failed to sell a meager 72-hours ? We've explored ways to help the general population look beyond the 72-hour sustainment mark, to include the ICE PACK Blog post on Stretching the 72-Hour Emergency Preparedness Window.

Nevertheless, we certainly think it's a concept worthy of debate and consideration as, in the end, the goal is to keep people alive. 

Emergency Preparedness 

Technology Briefing

Using NIMS in Emergency Preparedness and Disaster Response


Center Image
Attendees Will be Entered into Emergency Meals Giveaway!*


We will be pleased to have Mr. Chris Fox, Certified NIMS Instructor, provide this interactive briefing. Mr. Fox has over 20 years experience in Public Safety Communications, is a Virginia Department of Criminal Justice Services General Instructor, is a Virginia Department of Emergency Management Certified ICS Instructor and teaches at the Central Shenandoah and Rappahannock Regional Criminal Justice Academies.


Topics for this briefing will include:

  • Understanding NIMS and how it will benefit our community in a disaster
  • Defining the role of emergency preparedness in NIMS
  • A comprehensive, national approach to incident management
  • Using NIMS to coordinate between public & private sector entities during a disaster
  • Date: Thursday, July 28, 2011
  • Location: Ruckersville, VA
  • Time: 11:00 am - 1:30 pm (lunch served)
  • Dress: Casual Professional
  • Cost: An on-site $10 donation to the Virginia Mountain Region of the American Red Cross is requested.
 Register Now
Want to attend?


Click Here to Register


Click Here to View Complete Invitation 



*Winner of the Emergency Meals 72-hour Module will be randomly drawn at conclusion of Tech Briefing.  Winner must take possession of the module at the time of the drawing.  Must be present to win.


Disaster Icons


Editor's Corner

Bear on Bridge   

A couple of years ago, a bear tried to cross a rather large bridge in the mountains of California (no this is not the beginning of a bad joke). A car drove onto the bridge from the opposite side, scaring the bear into turning around back the way he came. Seconds later a car entered the bridge from that side as well, trapping the bear in the middle of the bridge. The animal, reacting out of fear, climbed over the side of the bridge and ended up stuck in the bridge structure beneath. Fortunately the story ended well for the bear. Animal control actually tranquilized the animal, caught it in a net as it fell (amazingly enough), and lowered it safely to the valley below. (email us for all the pictures - true story!)


What does this have to do with anything? Fear is a lousy motivator. It most often promotes inconsistent and irrational action - whether it's bears or people. This week, Eric Holdeman, writing for Emergency Management Magazine (, published an article discussing new research regarding "Value-based Messaging" for emergency preparedness. 


What did they find? Fear is a lousy motivator (the bear has been vindicated). The study found that the most effective course of action in the promotion of personal resilience was persuasion through reason and motivation through emotion. It suggested that all communication about emergency preparedness speak to the "emotional consequences of survival and control" and address the values of confidence and peace of mind.


We couldn't agree more.  

Website of Interest

If you are a part of a team or agency that responds to critical disasters or emergencies, you are probably familiar with the National Incident Management System (NIMS).  If not, you should familiarize yourself with how this emergency response organizational structure impacts individuals and private sector businesses.

Our pick for this newsletter:

Check it out!

LLC Logo 


Hurricane Preparedness Sale!

Save 15%


For all your Emergency Preparedness needs, drop by the store today. To encourage emergency preparedness as we enter the 2011 hurricane season, we are offering a special discount of 15% off any online purchase through August 31st!  


Just enter the Coupon Code: HSPROMO when checking out.

Event Calendar

Emergency Equipment Technology Briefings


July 28, 2011
Using NIMS in Emergency Preparedness & Disaster Response

August 25, 2011
Essentials of Shelter-in-Place

September 29, 2011
Safe Drinking Water for Disaster Recovery & SAR 

October 27, 2011
Extreme Weather Emergencies & Disasters


ICE PACK Emergency Preparedness Systems LLC

a Division of Ashbury International Group Inc.

PO Box 8024

Charlottesville, VA. 22906-8024

Tel 434/244-7140

Fax 434/296-9260


Find us on Facebook Follow us on Twitter


Survivor or statistic?  The choice is yours...