? Como se habla 'Homeland Security'?

The Department of Homeland Security is increasing its outreach to Spanish speakers with a new emergency preparedness campaign aimed at business owners and managers.

Listo Negocios is the Spanish version of the Ready Business campaign, which Homeland Security unveiled in September 2004. It was unveiled in June, nearly nine moths after its English equivalent.

One of the key findings of the 9/11 Commission report was the need for the private sector to prepare for potential disasters. Including Spanish-language businesses in this effort has been a priority for the administration, but one that has lagged.

The public service announcements are not just translations of the English ads. Instead, the Spanish-language campaign uses a Guardian Angel, described by DHS as "a popular icon in Hispanic culture thought to defend individuals from danger," to deliver preparedness information.

The television, radio, print, outdoor and Internet advertising campaign was crafted pro bono by Elevacion, a Washington, D.C. bi-cultural advertising agency that has worked for national political campaigns and charitable foundations. The department has also established a Spanish language website to mirror English ones.