The ‘Think Ahead’ (Denk Vooruit) campaign was launched in the autumn of 2025, with the aim of encouraging people to prepare for potential emergencies. The related quantitative campaign impact study shows that the campaign has had a positive impact, with more people having started to prepare. At the same time, the perceived benefits of preparation declined and some resistance appears to have arisen during the period in which the campaign was running. An in-depth study into this resistance to emergency preparedness was conducted.