From Findings to Action to Impact: FEMA’s Strategy for Building and Sustaining

Community Preparedness

Paulette Aniskoff Director Individual and Community

Preparedness Division

Agenda

Current Preparedness Messaging: Does It Work?

A New Direction

Your Role in Updating Messaging

Current Preparedness Messaging: Does It Work?

National Preparedness Today

What Does Work?

Moving Awareness to Action

A New Direction or a Louder Message?

A louder message: building upon existing messaging.

• Inform and Educate – Ready.gov is helping inform individuals about protective actions and preparedness steps.

• Get Attention – CDC’s Zombie Preparedness and Wedding Survival Guide shows preparedness CAN garner media coverage.

• Encourage Action – ShakeOut and how protective action drilling has moved the needle.

A new direction: the PPD-8 Campaign.

Inform and Educate

Individuals who have received outreach messages are more likely to take protective measures and preparedness actions.

Ready.gov and other government sites continue to increase awareness by providing protective action information and other preparedness resources and tools.

Get Attention

Zombie Preparedness, a CDC campaign, cost a meager $87 and provided $3.3 million in marketing investment return

CDC just released a Wedding Survival Guide in time for wedding season, another creative way to make the public aware of disaster preparedness

Encourage Action

The Great ShakeOut: how millions of individuals participated in a protective action drill

• The ShakeOut began in California in 2008 and had 5.4 million participants

• In 2011, 12.5 million individuals participated around the world

• 2012 will include 15 States, 2 Territories, and 4 other countries worldwide

• Sign up today: ShakeOut.org

A New Direction

The Messaging Summit

The Messaging Summit : Was a first step in the future of messaging.

We tackled tough questions:

• Do we continue to define preparedness by Kit, Plan, Informed?

• Does an all hazard preparedness message work?

• What motivates individuals to prepare?

• Should we segment audiences and which segments are most effective?

We let people know that…

…Everything is on the Table

How Do We Get Preparedness Into the Mainstream Media?

Earned Media 101: One Way to Succeed

What is Earned Media?

• Publicity through promotional campaigns that IS NOT paid advertising

Where does Earned Media surface?

• T.V. station interviews, newspaper articles and interviews, Facebook Likes, re-tweets, other social media, etc.

How do you generate Earned Media?

• Create an Earned Media plan

• Be part of something larger and newsworthy

• Promote your message through multiple channels

The CUSEC Region: How it Used Earned Media

Media Source

% of Individuals Who Read, Saw or Heard Earthquake Information

Television 68%

Newspaper 47%

Internet 40%

Radio 40%

Email 16%

Table: Media Sources of Information about Preparing for Earthquakes in CUS Region*†

Central U.S.

How Do We Have a Consistent Message with Dozens of Hazards

and Hundreds of Campaigns?

What Would A Successful Preparedness Campaign Include?

It needs to: Unify a message

Inform people about local hazards and taking specific actions

Target schools and workplaces

Be affordable

Have national leadership tailored locally

Attract millions of individuals

Garner earned media

Should We Target Audiences?

46% Least Informed, Least Prepared•17% have conducted three or more preparedness behaviors•Not knowledgeable about local risks and plans and doesn’t perceive disasters as likely•Lower levels of belief that preparing is affordable or that it helps•Expects to rely on the government and non-profits following a disaster•Demographics: similar to the sample—no identifying attributes

21% Some Information, Some Preparation

•51% have conducted three or more preparedness behaviors•Basic knowledge about preparedness•Not yet informed about local risks and plans•Low levels of risk perception and belief that preparedness helps•More likely than the sample to own their home and have a bachelor’s degree or more education

18% More Concerned, Less Preparation

•30% have conducted three or more preparedness behaviors•Perceived disasters as likely and severe•Expects to rely on the government and nonprofits following a disaster•Not informed about local risks and plans•More likely to be female, have a household income under $25,000, have a high school education or less, be between the ages of 35 and 54, be unemployed, have a disability that prevents them from preparing or responding and assist an individual with a disability•Less likely to own their home, have a bachelor’s degree or higher education

Attitude and Behavioral Segmentation

46%

18%

21%

14%14% Informed and Prepared

•68% have conducted 3 or more preparedness behaviors•Informed about local risks and plans•Confident in abilities to respond•Likely to volunteer for community preparedness/safety or disaster response•Institutional support (jobs/schools)•More likely to be male, be between 35 and 64 years, have an income of $75,000 or higher and have full-time employment

Your Role in Updating Messaging

In 2012 Join the National Preparedness Coalition

Pledge to Prepare and increase the number of National Preparedness Coalition members

Post your point of view on the National Preparedness Coalition discussion boards

Share your community events, pictures and best practices with us on the site!

Join the National Preparedness Coalition at http://community.fema.gov

Upcoming ShakeOut drills:

► October 18, 2012 Including Alaska, Arizona, California, the SouthEast (D.C., Maryland, Virginia, North Carolina, South Carolina, and Georgia), Nevada, Oregon, Washington, Idaho, Guam, Puerto Rico, and British Columbia.

► September 26, 2012 New Zealand

► February 7, 2013 Central U.S.

Promote Drills and Activities in Your Community

ShakeOut earthquake drills help people in homes, school, and organizations practice how to be safe during large earthquakes.

Multi-Hazard Drill Coming in October 2013

Post Your Ideas on IdeaScale

Opportunity for FEMA stakeholders to have a dialogue regarding:

• emergency preparedness;

• disaster response and recovery;

• and other emergency management topics

“Build on awareness of hazards perceived as occurring relatively frequently”

“Any national campaign to motivate individuals and organizations to become better prepared should involve easy to implement steps, resources and programs for employers to offer this kind of “benefit” to their employees.”

ICPD Resources

IS-909 – Community Preparedness: Simple Activities for Everyone.

CERT – Get CERT trained and Join Your Local CERT!

Youth – Learn about Youth Preparedness Resources and our Technical Assistance Program.

Messaging Workshops – Attend Workshops Starting in 2013.

Private Sector Resources

FEMA’s Ready. gov website provides multi-faceted preparedness program specifically for businesses to mitigate against disruption in operations, as well as to protect their most valuable assets, their employees. 

Prepares My Business is a comprehensive program for disaster planning and preparedness for small businesses. Provides education, planning, testing, and disaster assistance tools to help ensure your business remains open and recovers faster following a disaster.

Ready Rating provides businesses with a vulnerability assessment and the tools to develop and implement a preparedness plan.

FEMA’s Community Emergency Response Team (CERT) program teaches employees about disaster preparedness for hazards that may impact their area and trains them in basic disaster response skills.

Youth Preparedness Resources

FEMA’s Youth Disaster Resource Catalog was created to assist individuals and organizations with locating preparedness resources that are tailored to children and youth.

FEMA’s Citizen Preparedness Review, Issue 6, Bringing Youth Disaster Preparedness Education to the Forefront: A Literature Review and Recommendations, offers recommended practices in youth disaster preparedness education.

FEMA’s YOUTH PREPAREDNESS: Implementing A Community-Based Program Guide provides guidance for establishing a youth preparedness program in your community.

FEMA’s Ready. gov website provides a preparedness program specifically for parents, kids and teachers.

Questions?