This project centers on natural hazard and natural disaster communication, possibly using the Cascadia subduction zone earthquake as a case study -- it will hit the PNW sometime, and will be very severe, but we don't know when.  One of the key questions is whether disaster preparation can be promoted much more effectively with communications that depart radically from the kind that are currently offered -- pamphlets, signs, public service announcements, etc.  The working hypothesis is that the tools of commercial advertising could be appropriated to convey important ideas about natural hazards and natural disaster in ways that campaigns to educate and "raise awareness" in vulnerable communities cannot and do not.  In essence, I propose to create a stable of what I'd call creative "adeas" (ideas crossed with ads), to be deployed in vulnerable communities in the PNW (for starters).