The Big Red Word vs The Little Green Man

I came across this article on SLATE.com about the international war over a sign. We all know what a stop sign looks like in America. The same applies to yield signs. Both with international shapes and meanings. In America at first glance this particular sign seems like an unimpeachable bit of sign design. The contrast between the letters and background makes it highly legible. But people in the rest of the world---at least, the kind of people who spend time considering how to mark a means of immediate need. You take a look at the illustration that they want to use as a universal sign for this "action" and tell me what you think it is trying to say! I will share your guesses on the air in Reds Place Monday March 15, 2010. 

                             So what message is this sign trying to convey?