The Vidal Partnership FEMA campaign touches on some controversial content. When dealing with the subject of natural disaster and terrorist attacks, there is no gentle way to convey a message.

Thus, The Vidal Partnership FEMA takes the shock route. Print ads from the campaign show destroyed houses and debris that spell out the word "Plan." The message here is clear: though some devastation is out of the public's hands, precautionary measures can (and should) be taken.