KP Public Affairs is handling the launch of California’s “Don’t Get Caught Off Guard” campaign to educate people about the Golden State’s earthquake warning system.

The Sacramento firm is in charge of PR, third party outreach and education, social media, and virtual event management. Partner Patrick George, a 15-year veteran of Burson-Marsteller, spearheads the effort.

KP is serving as a subcontractor to Pulsar, which is the lead agency on the account and in charge of advertising and creative.

Pulsar founder and executive creative director Alberto Gonzalez and partner Jim Wright oversee the effort.

The Don’t Get Caught Off Guard push directs Californians to free tools and resources such as the smartphone MyShake app, Android earthquake alerts, government wireless emergency alerts and the site.

The state spent $16.3M last year to finish the build-out of the Earthquake Warning California system.

Gov. Gavin Newsom’s budget this year includes $17.3M for full-operation and maintenance of the system, plus a public education campaign to remind people that seconds count when mobile warning messages arrive before the ground starts shaking.

The education drive features statewide advertising delivering messages directed to diverse audiences.

The campaign has budgeted more than $420K for ethnic TV (Spanish, Cantonese, Mandarin and Vietnamese), $1M for general market TV and $2.3M for digital, social, and audio streaming over the next two years.

There is planned outreach to business, civic groups, faith-based organizations, social services agencies and charities to deliver messages to staff, employees, followers and clients.

The Great California ShakeOut and International ShakeOut Day is slated for Oct. 16. More than 10.8M Californians participated in last year’s shakeout programming.