Leo Burnett, in partnership with the Ad Council and the Department of Homeland Security's Federal Emergency Management Agency, was challenged to develop a national PSA campaign to convince the over 150 million Americans without an emergency plan to visit their site and make one. Research told us that the main reason people don't prepare is that they think, 'it'll never happen to me.' The very idea of suffering through a natural disaster wasn't something they could wrap their heads around. So, instead of focusing on natural disasters, we focused on the days before—the days that look like any other day. Why didn't people make a plan on those days? Because you just never know when the day before is The Day Before.