An event entry is stored in a computing device, the event entry having a start time associated therewith. A plurality of alerts are provided at respective times prior to the start time, and one of a plurality of levels of notification to be associated with each of the plurality of alerts, wherein the plurality of levels are distinguishable from each other to enable the alerts to be escalated by changing the level associated with each subsequent alert. An initial alert is provided prior to the start time, the initial alert comprising a first level of notification and, upon detecting an increased urgency associated with the event entry subsequent to the initial alert, a next alert is provided prior to the start time, the next alert providing a second level of notification to thereby escalate the next alert with respect to the initial alert.