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New Zealand ShakeOut 2012
Final Report
April 2013
New Zealand ShakeOut 2012: Final Report April 2013
1
Date: April 2013
Version: FINAL
Authors: The New Zealand ShakeOut Coordinators, Jo Guard and Anita Walker (nee Komen), the
National Public Education Programme Advisor, Iona Wassilieff, and the Public Information and Media
Advisor, Vince Cholewa.
New Zealand ShakeOut 2012: Final Report April 2013
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Table of contents
1. EXECUTIVE SUMMARY ............................................................................................. 5
2. INTRODUCTION ....................................................................................................... 6
2.1. Scope of report .................................................................................................................. 6
3. NEW ZEALAND SHAKEOUT CONCEPT AND MANAGEMENT ....................................... 7
3.1. New Zealand ShakeOut concept origin ................................................................................ 7
3.2. New Zealand ShakeOut management ................................................................................. 8
3.2.1. Planning team structure .......................................................................................................................... 8
3.2.2. Partnership with the University of Southern California .......................................................................... 9
3.2.3. Expenditure ............................................................................................................................................. 9
3.3. New Zealand ShakeOut structure and timeline .................................................................. 10
3.4. Aim, objectives and key performance indicators ............................................................... 13
4. NEW ZEALAND SHAKEOUT LAUNCH PREPARATION AND ASSOCIATED OUTPUTS .... 15
4.1. Introduction ..................................................................................................................... 15
4.2. Branding .......................................................................................................................... 15
4.3. The Get Ready Get Thru and MCDEM websites ................................................................. 16
4.4. Website build ................................................................................................................... 16
4.4.1. Information gathering ........................................................................................................................... 17
4.4.2. Contract ................................................................................................................................................. 18
4.4.3. Privacy considerations .......................................................................................................................... 18
4.4.4. Terms of use and copyright statements ................................................................................................ 18
4.4.5. Website testing ..................................................................................................................................... 18
4.4.6. FileMaker Pro database management .................................................................................................. 18
4.4.7. Website maintenance ........................................................................................................................... 19
4.4.8. Category groups .................................................................................................................................... 19
4.4.9. URLs and Google analytics .................................................................................................................... 20
4.5. Resources for the New Zealand ShakeOut website ............................................................ 21
4.6. New Zealand ShakeOut launch ......................................................................................... 21
5. THE NEW ZEALAND SHAKEOUT CAMPAIGN AND ASSOCIATED OUTPUTS ................ 22
5.1. Introduction ..................................................................................................................... 22
New Zealand ShakeOut 2012: Final Report April 2013
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5.2. Further resources for the New Zealand ShakeOut website ................................................. 22
5.3. Social media ..................................................................................................................... 23
5.4. Advertising/marketing ..................................................................................................... 24
5.4.1. Alignment with Get Ready Get Thru campaign ..................................................................................... 24
5.4.2. Supporting resources ............................................................................................................................ 25
5.4.3. Sharing the ShakeOut ............................................................................................................................ 26
5.4.4. Print and design .................................................................................................................................... 26
5.5. Communication ................................................................................................................ 26
5.5.1. Newsletters ........................................................................................................................................... 27
5.5.2. Letters ................................................................................................................................................... 27
5.5.3. Articles .................................................................................................................................................. 27
5.5.4. Meetings and reporting ........................................................................................................................ 28
5.5.5. Presentations ........................................................................................................................................ 28
5.5.6. Communications plan ........................................................................................................................... 28
5.6. Media .............................................................................................................................. 29
6. NEW ZEALAND SHAKEOUT EARTHQUAKE DRILL ..................................................... 30
6.1. Participation statistics ...................................................................................................... 30
6.1.1. Projected vs. actual tracking of participant numbers ........................................................................... 30
6.1.2. Category group participation ................................................................................................................ 31
6.1.3. Participation by Region/District ............................................................................................................ 31
6.2. Triggering the drill ............................................................................................................ 34
6.3. Case studies and photos ................................................................................................... 34
7. EVALUATION OF NEW ZEALAND SHAKEOUT ........................................................... 38
7.1. A summary of initial findings from the Organisational Observation work stream ............... 38
7.2. Survey to CDEM Groups and partner agencies ................................................................... 39
8. RECOMMENDATIONS ............................................................................................ 45
8.1. Recommendations for further earthquake preparedness information ............................... 45
8.2. Recommendations for future New Zealand ShakeOut campaigns ...................................... 45
9. CONCLUSION ......................................................................................................... 46
10. ACKNOWLEDGEMENTS .......................................................................................... 47
11. REFERENCES .......................................................................................................... 48
New Zealand ShakeOut 2012: Final Report April 2013
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12. APPENDICES .......................................................................................................... 49
12.1. Appendix 1: Website information gathering plan template ............................................ 50
12.2. Appendix 2: New Zealand ShakeOut website – testing plan and record of issues ............ 51
12.3. Appendix 3: Example of a New Zealand ShakeOut newsletter ........................................ 52
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1. Executive summary New Zealand’s largest ever earthquake preparedness campaign, New Zealand ShakeOut, was carried out in
2012 with great success. The pinnacle of the campaign was a nation-wide Drop, Cover and Hold earthquake
drill, which was held at 9:26am on Wednesday 26 September 2012 (9:26-26:9). 1,340,529 people were
registered to participate in the drill, which is approximately 30 per cent of New Zealand’s population.
One of the main objectives of the campaign was to have people throughout New Zealand understand the right
actions to take in an earthquake – Drop, Cover and Hold. The six month campaign focussed on communicating
this right action and the importance of practising this in the nation-wide earthquake drill. People were also
encouraged to look closely at their emergency preparedness, and as a result many businesses and
organisations developed, reviewed or tested their emergency plans and families developed and/or tested their
household emergency plans.
Two New Zealand ShakeOut Coordinators were appointed by the Ministry of Civil Defence & Emergency
Management (MCDEM) to lead the campaign. They were supported by a New Zealand ShakeOut planning
team, which comprised of representatives from central and local government, emergency services and GNS
Science. The team met monthly over the course of a year and was responsible for setting the aim, objectives
and the general approach to ensuring New Zealand ShakeOut was a success. A close and crucial partnership
was also formed early on with the lead coordinator of the Great California ShakeOut, which New Zealand
ShakeOut was based upon. The sixteen Civil Defence Emergency Management (CDEM) Groups around the
country as well as many partner agencies committed significant effort and time towards the campaign,
ensuring its success.
Prior to launching the campaign on March 29 2012 a number of resources were created, including a dedicated
New Zealand ShakeOut website. This website (www.shakeout.govt.nz) was the main conduit of information for
the campaign. It allowed people to register their participation, be able to see who else was participating, find
information about how to be involved, learn about the earthquake risk in their region, and learn how to
prepare for earthquakes. The website and the earthquake drill were promoted through a multi-media
campaign using news media, advertising (TV, radio, print and online) and central and local government
communication networks. Social media (Facebook and Twitter) was also used to support the campaign and
engage with the public about earthquake preparedness. Along with the latter, eighteen category groups were
identified (individuals, schools, businesses etc.) and significant effort was put into directly contacting these
groups throughout the life of the campaign to communicate resources and information tailored specifically for
their needs. The Minister of Civil Defence, the Director of Civil Defence, mayors, planning team members, and
MCDEM, CDEM Group and council staff all encouraged people to sign up for New Zealand ShakeOut. Letters
and emails were sent, phone calls made, articles written, and many presentations given.
Feedback received from participants indicated the aim of New Zealand ShakeOut, which was for everyone who
participated to become better prepared to Get Thru an earthquake, was achieved. Results from a survey sent
out to CDEM Groups and partner agencies show that the vast majority of people (93.4 per cent) felt that the
New Zealand ShakeOut campaign was successful overall and 95.9 per cent would like the campaign to be
repeated. While an annual drill is preferred, resource constraints and the need to also focus on other hazards
and exercise types are acknowledged. With this in mind, it is proposed that a next New Zealand ShakeOut
campaign is held in 2015. This proposal will be discussed with CDEM Groups at the next National Exercise
Programme Governance Group meeting in August 2013. This report also makes recommendations in relation to
the conduct of future campaigns.
New Zealand ShakeOut 2012: Final Report April 2013
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2. Introduction
In 2012 New Zealand staged its largest ever earthquake preparedness campaign, New Zealand ShakeOut. The
campaign aimed to help people in New Zealand better prepare themselves for a large earthquake and
culminated in a nationwide Drop, Cover and Hold earthquake drill at 9:26am on Wednesday 26 September
2012 (9:26-26:9). More than 1.3 million people in New Zealand, or approximately 30 per cent of the country’s
population, participated in the drill. Participants included individuals and families, schools, businesses,
government departments, emergency services, community groups and many other organisations.
New Zealanders were strongly reminded of the impacts large earthquakes can have following the devastating
earthquakes in Canterbury in 2010 and 2011. While the preparedness levels of Christchurch residents has
increased significantly from 2010 to 2012 (from 15-40 per cent) only sixteen per cent of all New Zealand
residents are fully prepared for an emergency1. Being fully prepared means having an emergency survival plan
that includes what to do when away from home, having emergency survival items and water, and regularly
updating these items. New Zealand ShakeOut partnered with the well-established Get Ready Get Thru public
education campaign in an effort to raise preparedness levels.
A recent report2 indicates that people utilise three main types of information when considering preparing for
earthquakes: passive (brochures, advertisements, signage etc.), interactive (any information that generates
interactions such as general discussions with others) and experiential (direct disaster experience). Passive
information tends to have a more restricted effect as opposed to interactive and experiential information that
has a wider-ranging effect. The report goes on to recommend accommodating these three types of information
in future earthquake programmes. New Zealand ShakeOut made use of all three information types and
focussed on practising the right actions to take in an earthquake, Drop, Cover and Hold. This was a clear, simple
action that people could take to prepare themselves for an earthquake. However, ShakeOut was not just about
the earthquake drill. People were encouraged to look closer at their preparedness and as a result many
businesses and organisations developed, reviewed or tested their emergency plans, and families wrote and/or
reviewed their household emergency plans.
New Zealand ShakeOut was carried out under the National Exercise Programme (NEP), which determines
regular Civil Defence Emergency Management (CDEM) exercises and links all levels of CDEM from local through
to national. This programme is sponsored by the Ministry of Civil Defence & Emergency Management (MCDEM)
and is owned collectively by MCDEM and the 16 CDEM Groups across the country. New Zealand ShakeOut was
the fourth national (Tier 4) CDEM exercise to be held under the NEP, and was the first to involve the general
public. Support for New Zealand ShakeOut was given by the Minister of Civil Defence and the Director of Civil
Defence Emergency Management. Results were evaluated by GNS Science.
2.1. Scope of report
This report summarises the process involved in developing and running the New Zealand ShakeOut campaign,
primarily at the national level. While the tremendous amount of work that occurred at regional and local levels
by civil defence and partner agencies is acknowledged, these efforts have not all been captured in this report.
This report incorporates feedback from New Zealand ShakeOut participants and includes recommendations for
further earthquake preparedness information and for future New Zealand ShakeOut campaigns.
1 Colmar Brunton 2012, Ministry of Civil Defence & Emergency Management: Campaign Monitoring Research, Wellington.
2 Becker, J.S. 2012, Increasing household preparedness for earthquakes: Understanding how individuals make meaning of
earthquake information and how this relates to preparedness, PhD. Thesis, Massey University.
New Zealand ShakeOut 2012: Final Report April 2013
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3. New Zealand ShakeOut concept and management
3.1. New Zealand ShakeOut concept origin
New Zealand ShakeOut was based on the Great California ShakeOut, which began in 2008 and is now an annual
event involving more than 9 million people. ShakeOut earthquake drills have since occurred in a number of
states across the US and in other countries including Puerto Rico, Canada, Southern Italy and Japan. The
purpose of the ShakeOut drills is to encourage people and organisations to be prepared to survive and recover
when the next big earthquake happens.
The focus of ShakeOut drills is participation of different groups of people (individuals and families through to
businesses) in a region or nation-wide earthquake drill that is set for a specific time and date. There is often a
lot of confusion about what the right actions to take in an earthquake are. The right actions – Drop, Cover and
Hold, are repeated consistently in ShakeOut campaigns in an effort to reduce this confusion.
People and organisations can participate in ShakeOut drills to varying degrees with the minimum being to
practise Drop, Cover and Hold in the earthquake drill wherever they are at the designated time (or 2 weeks
either side of). Taking other preparedness actions is also strongly encouraged, such as organising emergency
survival items in homes and workplaces, putting together household and workplace emergency plans, securing
heavy items at home and at work, and conducting exercises to test these emergency procedures.
Information about how to participate in a ShakeOut drill and how to prepare for earthquakes is readily
available via a dedicated ShakeOut website specific to a region or country.
In New Zealand, the West Coast CDEM Group held its own Great West Coast ShakeOut in 2009 as part of a civil
defence exercise. Preliminary planning for a New Zealand-wide ShakeOut began in 2010.
Previous ShakeOut earthquake drills have been based on specific realistic scenarios. For example, the 2008
Great Southern California ShakeOut was based on a magnitude 7.8 earthquake on the San Andreas Fault,
typical of an event that may strike southern California in future. When scoping a possible scenario for New
Zealand, it was determined that no one scenario would affect the entire country. Therefore due to the risk of
excluding certain regions no scenario was chosen. Instead a focus was placed on the fact that a large
earthquake could happen anywhere in New Zealand despite a variation in the earthquake activity across the
country, and that everyone needed to know what to do should one occur.
Most of the ShakeOut earthquake drills that have occurred worldwide have been set for the same date and
time. For example in 2012 the earthquake drill in various states and countries was held at 10:18am on 18
October 2012 (10:18-18:10). For New Zealand, the 18th
of October fell in the first week of a new term for
schools. It was felt that a two week break before the drill could cause a loss in momentum for school
participants and therefore the date was brought forward to Wednesday 26 September, in the last week of the
third term. An exact time of 9:26am was chosen as a play on the date of 26/9 and was at a time where most
people would be going about their normal day to day business. Children would be in their classrooms and most
people would be settled in at work.
In addition, the annual Get Ready Week (a week of activities aimed at raising awareness of hazards and the
need to be prepared) was brought forward to coincide with New Zealand ShakeOut activities during the period
23 to 29 September 2012. During Get Ready Week, key Civil Defence Emergency Management (CDEM)
messages are heavily promoted to the general public with an intensive national mass media advertising
campaign, reinforced by local and regional community based activities. Get Ready Week is usually tied in with
the United Nations organised World Disaster Reduction Campaign, which culminates on International Disaster
Reduction Day, the second Wednesday of October.
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3.2. New Zealand ShakeOut management
3.2.1. Planning team structure
Preliminary planning for New Zealand ShakeOut commenced in July 2010 following the decision to conduct a
New Zealand ShakeOut by the National Exercise Programme Governance Group. MCDEM staff member Jo
Guard (Emergency Management Advisor, National Operations) was appointed to the role of New Zealand
ShakeOut Coordinator at this time by the MCDEM Management Team. Anita Komen (Emergency Management
Research Advisor, Hazards, Risks and Research) joined Jo as a Co-coordinator in late August 2011.
Project governance was provided through the Steering Committee, made up by MCDEM’s Management Team.
The two New Zealand ShakeOut Coordinators were supported by a national level ShakeOut Planning Team
comprised of representatives from central and local government (including CDEM Groups), emergency services,
and GNS Science (see Table 1). MCDEM wrote to each agency asking for an appropriate person to be
nominated to the team according to specified criteria. CDEM Groups were asked to select four personnel to
represent the 16 CDEM Groups via a standard selection process used to nominate personnel to MCDEM led
working groups. As no South Island representatives were nominated to the national planning team, two
MCDEM Regional Emergency Management Advisors were added to the team to provide a South Island
perspective.
Table 1: New Zealand ShakeOut Planning Team Members
ShakeOut appointment Name Organisation
New Zealand ShakeOut
Coordinators
Jo Guard MCDEM
Anita Komen MCDEM
National Public Education
Programme Advisor
Iona Wassilieff MCDEM
Public Information and
Media Advisor
Vince Cholewa MCDEM
CDEM Group
representatives
David Neil
Paul Blewman
Elizabeth Hughes
Craig Hamilton
Peter Cameron
Simon Chambers
Auckland Council
Hamilton City Council
Tauranga City Council
Wellington Region CDEM Group
MCDEM
MCDEM
Partner agency
representatives
Gerry Prins
Des Irving/Bernie
Rush
Bernadette Cornor
Sarah Holland
Lesley Porter/Dee
Millar
Pat Helm
Sara McBride
Anne Stevenson
New Zealand Police
New Zealand Fire Service
New Zealand Defence Force
Ministry of Health
Ministry of Education
Department of Prime Minister and Cabinet
GNS Science
Ministry of Social Development / National Welfare
Coordination Group
The ShakeOut Planning Team met for an initial planning meeting in October 2011 and subsequently met once a
month over the following year, with a final meeting in October 2012. The team worked to a Terms of
Reference, which outlined team responsibilities and processes. The team was primarily responsible for setting
New Zealand ShakeOut 2012: Final Report April 2013
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the aim, objectives, key performance indicators and the general approach to ensure the New Zealand ShakeOut
campaign was a success.
The majority of communications between meetings was via email and through a Shared Workspace. The
Shared Workspace allowed for information sharing between ShakeOut Planning Team members and acted as a
repository for the final website materials (very large files) to be uploaded to the website by the international
ShakeOut coordination team based at the University of Southern California.
3.2.2. Partnership with the University of Southern California
The New Zealand ShakeOut Coordinators worked in close partnership with the lead coordinator of the Great
California earthquake drills, Mark Benthien, and with the lead developer of the ShakeOut websites, John
Marquis. The Great California ShakeOut team, based at the University of Southern California (USC), were
instrumental in scoping the New Zealand ShakeOut campaign, establishing the New Zealand ShakeOut website,
and providing assistance with website and database maintenance.
The Department of Internal Affairs (MCDEM) entered into an agreement with the University of Southern
California to provide the website (including the design and build), along with training and support. The basis of
the agreement was for USC to prepare, deliver and host a website capable of tracking the participation of New
Zealand participants, share public information materials consistent with the ShakeOut brand and provide
implementation guidance as required.
3.2.3. Expenditure
The total cost incurred by the Ministry of Civil Defence & Emergency Management for New Zealand ShakeOut
was $175,234.77 (see Table 2). This cost was funded jointly by MCDEM’s National Exercise Programme and
Public Education budgets. Government Departments, Territorial Authorities and other organisations were given
the choice to supplement national resources and advertising and these costs were absorbed by the individual
organisations.
Table 2: New Zealand ShakeOut expenses incurred by the Ministry of Civil Defence & Emergency
Management.
Description Cost
Planning $26,929.98
Website development $27,249.88
Printing $16,001.83
General administration $4,446.37
Radio advertising $48,106.71
Online advertising $45,000.00
Data entry for evaluation $7500
TOTAL $175,234.77
New Zealand ShakeOut 2012: Final Report April 2013
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3.3. New Zealand ShakeOut structure and timeline
There were three main phases for New Zealand ShakeOut – the initial planning stage up to the launch of
ShakeOut, the launch and execution of the New Zealand ShakeOut campaign, and the evaluation of New
Zealand ShakeOut. A detailed timeline of events for each of the three phases can be seen in Tables 3-5.
Table 3: Timeline of events for Phase 1: Planning.
Date Planning phase event
July 2010 The National CDEM Exercise Governance Group agrees to hold New Zealand
ShakeOut.
A New Zealand ShakeOut Coordinator, Jo Guard, is appointed.
A call out is made for representation on the New Zealand ShakeOut Planning Team.
July 2010 – end of
project
Collaboration with the Great California ShakeOut team.
August 2011 A second New Zealand ShakeOut Coordinator, Anita Komen, is appointed.
A New Zealand ShakeOut Planning Team is appointed.
A logo is created for New Zealand ShakeOut.
October 2011 The New Zealand ShakeOut Planning Team meet for the first time. Initial
discussions on the aim, objectives and date are held along with a general
brainstorm of ideas.
November 2011 Second New Zealand ShakeOut Planning Team meeting. Aim and objectives are
drafted.
December 2011 Third New Zealand ShakeOut Planning Team meeting. Aim and objectives finalised,
KPI’s drafted.
December 2011 –
March 2012
Initial content for the New Zealand ShakeOut website is developed.
January 2012
Different registers are established to record risks, ideas, and enquires.
Director of MCDEM writes to Joint Committee Members and Emergency
Management Officers across the country.
February 2012
The Director and National Coordinators provide briefing paper to the Minister of
Civil Defence asking him to champion the campaign.
Letters are sent to the Insurance Council and EQC.
A shared workspace is created as a means of communications between Planning
Team members and as a way of sharing large files.
Fourth New Zealand ShakeOut Planning Team meeting.
March 2012 Fifth New Zealand ShakeOut Planning Team meeting. Target categories are
confirmed.
Key Performance Indicators are finalised
Website content for launch sent to California team to upload
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Table 4: Timeline of events for Phase 2: The New Zealand ShakeOut campaign.
Date New Zealand ShakeOut campaign phase event
29th
- The Minister of Civil Defence, Chris Tremain, launches New Zealand ShakeOut
at Owhiro Bay Primary School in Wellington.
29th
- The New Zealand ShakeOut website goes live and registrations open.
April 2012 Sixth New Zealand ShakeOut Planning Team meeting.
Participation guidelines for Civil Defence Emergency Management Groups is
developed, circulated and added to the website as a resource.
25th
- Social media (Facebook and Twitter) is launched.
Meeting with Minister of CDEM to talk about his involvement.
Frequently Asked Questions are developed for uploading to the website.
May 2012
Seventh New Zealand ShakeOut Planning Team meeting.
Mark Benthien and John Marquis from the California ShakeOut team visit
Wellington to provide training on website and database management.
Top 100 businesses (according to staff numbers) are identified and sent a letter
inviting them to participate in New Zealand ShakeOut.
The Chief Executives of all government departments are sent letters informing
them about New Zealand ShakeOut and inviting them to participate.
The Minister of Civil Defence writes to Ministers and Members of Parliament.
June 2012 Eighth New Zealand ShakeOut Planning Team meeting.
Presentation at GOVIS conference
July 2012 More key businesses are identified and sent a letter inviting them to participate in
New Zealand ShakeOut.
A media release is issued about New Zealand ShakeOut announcing regional
earthquake information now available on the ShakeOut website.
Media releases are issued in response to 3rd
July earthquake in Taranaki.
Ninth New Zealand ShakeOut Planning Team meeting.
The Ministry of Education emails all schools and early childhood centres about New
Zealand ShakeOut.
July - An email is sent out reminding businesses who have not yet registered for
ShakeOut to do so.
A media release is issued in response to more than 250,000 people being registered
for New Zealand ShakeOut.
A media release is issued in response to more than 500,000 people being registered
for New Zealand ShakeOut.
New multi-lingual radio ads start.
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Date New Zealand ShakeOut campaign phase event
Articles for Engineering Insight, business.govt.nz newsletter, and Air New Zealand
(via their flying social network) are submitted.
Get Ready Get Thru advertising campaign is launched with Drop, Cover and Hold
ads.
New Zealand ShakeOut flyers and stickers distributed to councils and other key
agencies, along with blue Civil Defence bags.
August 2012 Tenth New Zealand ShakeOut Planning Team meeting.
A letter is sent to funded Tertiary Organisations informing them about New Zealand
ShakeOut and inviting them to join.
Presentation/trade display at Australasian Natural Hazards Conference in
Christchurch
The Ministry of Education sends a reminder to schools and ECEs.
Planning begins for evaluation of New Zealand ShakeOut. GNS draft a research and
evaluation strategy.
Article for business.govt.nz submitted.
Discussions with media groups begin.
T-shirts are designed and provided to the Minister and the National Planning Team.
September 2012 4th
- Participant numbers reach 1 million!
Eleventh New Zealand ShakeOut Planning Team meeting.
Letters are sent to shopping malls and insurance companies.
Letters are sent to members of the Insurance Council.
Certificates and plaques designed.
Article for business.govt.nz submitted
26th
- Nation-wide Drop, Cover and Hold earthquake drill
Table 5: Timeline of events for Phase 3: Evaluation of the New Zealand ShakeOut campaign.
Date New Zealand ShakeOut evaluation phase event
September 2012 New Zealand ShakeOut article for Australian Journal of Emergency Management
submitted
October 2012 Observer forms are sent to GNS Science.
CDEM Groups and partner agencies are surveyed.
GNS begin their evaluation of New Zealand ShakeOut.
10th
- Final day for participants to register for New Zealand ShakeOut.
11th
- New Zealand ShakeOut website information updated.
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Date New Zealand ShakeOut evaluation phase event
Final newsletter sent out to CDEM Groups and Partner Agencies list.
Thank you letters drafted for Planning Team members and for Top 100 businesses
that participated.
Final Planning Team meeting.
November 2012 Wellington City Council and Wellington Regional Emergency Management Office
are awarded two plaques for having the highest per capita participation in New
Zealand ShakeOut for Wellington City and the Wellington Region.
December 2012 Presentation at Continuity Forum Christmas Function.
January 2013 GNS release a preliminary report of their observations.
March 2013 GNS release further observations on New Zealand ShakeOut.
April 2013 A draft report for New Zealand ShakeOut is circulated for consultation.
The final report on New Zealand ShakeOut is released.
3.4. Aim, objectives and key performance indicators
The aim of New Zealand ShakeOut was for everyone who participated to be better prepared to ‘Get Thru’ an
earthquake.
There were four objectives for New Zealand ShakeOut and a number of key performance indicators for each.
These are outlined in the Table 6.
Table 6: Objectives and key performance indicators for New Zealand ShakeOut.
No. Objective Key Performance Indicators
1. People
throughout New
Zealand
understand the
right actions to
take in an
earthquake.
To provide evidence that people throughout New Zealand understand the right actions to take in an earthquake.
Measure: We will assess understanding through surveys, stories and feedback on
the website, feedback from CDEM Groups and informal media and social media
monitoring.
2. To promote
earthquake
planning and
discussion by
individuals,
families and
organisations in
the lead up to 26
September 2012.
All agreed opportunities to promote earthquake planning and discussion are taken, for example, through:
Core information,
New Zealand ShakeOut website,
Advertising, Marketing (including sponsorship),
Media/PR Plan and Event Opportunities,
Social media,
Printed material and other collateral,
Partner organisations.
Measure: We will assess the level of planning and discussion through website
analytics, stories and feedback on the website, feedback from CDEM Groups and
informal media and social media monitoring.
New Zealand ShakeOut 2012: Final Report April 2013
14
3. To have one
million people
participate in the
‘drop, cover and
hold’ drill at
9:26am on 26
September 2012.
One million people participate in the Drop Cover and Hold drill.
Measure: We will assess participation by the number of people registered on the
website, surveys, feedback from CDEM Groups and informal media and social media
monitoring.
4. To provide
targeted
resources and
activities enabling
varying levels of
participation.
To provide options to allow various levels of participation To ensure at least one appropriate resource is available for each target group
by end of April 2012.
New Zealand ShakeOut 2012: Final Report April 2013
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4. New Zealand ShakeOut launch preparation and associated outputs
4.1. Introduction
The New Zealand ShakeOut campaign was officially launched on 29 March 2012, six months prior to the
earthquake drill on 26 September 2012. A solid four months prior to the launch was spent creating resources
for New Zealand ShakeOut, including a dedicated New Zealand ShakeOut website. This website
(www.shakeout.govt.nz) was the main conduit of information for the campaign. It allowed people to register
their participation, see who else was participating, find information about how to be involved, learn about the
earthquake risk in their region, and learn how to prepare for earthquakes. Many resources were available to
download including drill manuals and other planning documents, posters and flyers, Facebook and web
banners, logos and other artwork, colouring-in pictures, online ads and videos, and screensavers. These
resources can be viewed at www.shakeout.govt.nz/resources/.
4.2. Branding
The New Zealand ShakeOut branding was developed by the New Zealand ShakeOut Coordinators along with
the Department of Internal Affairs’ communications team (Figures 1&2). The logo design was kept in line with
those of previous national Tier 4 exercises, under the auspices of the National CDEM Exercise Programme. As
New Zealand ShakeOut partnered with the Get Ready Get Thru campaign, the well-recognised GRGT logo was
co-branded alongside the New Zealand ShakeOut logo wherever possible.
Figure 1: The New Zealand ShakeOut logo in conjunction with the Get Ready Get Thru logo.
Figure 2: A New Zealand ShakeOut banner design often used in the footer of official New Zealand ShakeOut
documentation.
While designing the branding for New Zealand ShakeOut, the opportunity was taken to re-design the pre-
existing Drop, Cover and Hold graphic to better link in with the New Zealand ShakeOut campaign and match
the Civil Defence colours (Figure 3). The image of a house, which used to sit behind the person in the top left of
the ‘Cover’ section was also removed as it was viewed as encouraging someone to shelter right next to a
building if they were outside during an earthquake.
New Zealand ShakeOut 2012: Final Report April 2013
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Figure 3: The updated Drop, Cover and Hold image.
Logos and graphics were made available in various sizes and in full colour as well as black and white to enable
agencies to use versions that suited their publications. The Drop, Cover and Hold graphic was also made
available in Te Reo Maori.
4.3. The Get Ready Get Thru and MCDEM websites
New Zealand ShakeOut was tied very closely to the well-established Get Ready Get Thru public education
campaign, which started in 2006. Get Ready Get Thru is an on-going campaign aimed at showing the New
Zealand public how to get ready for disasters so they’ll get through. In the lead up to the launch, it was not
known whether New Zealand ShakeOut would be a one-off event or a regular occurrence. Therefore every
effort was made to ensure the Get Ready Get Thru and New Zealand ShakeOut campaigns supported each
other.
The URL used for advertising New Zealand ShakeOut was that of the Get Ready Get Thru website
(www.getthru.govt.nz). A large New Zealand ShakeOut banner dominated the home page of this site and when
clicked on, led users through to the New Zealand ShakeOut website (www.shakeout.govt.nz). The intention of
doing this was for people to get familiar with the Get Ready Get Thru website and know where to go for further
preparedness information once New Zealand ShakeOut had ceased and the website had potentially be taken
down.
The Ministry of Civil Defence & Emergency Management website (www.civildefence.govt.nz) also contained
information about New Zealand ShakeOut and this was aimed primarily at Civil Defence Groups around the
country.
4.4. Website build
In order to allow people to find information about New Zealand ShakeOut and to register their intent to
participate, a New Zealand ShakeOut website was created. The website mirrored those of other ShakeOut
campaigns world-wide but was tailored for a New Zealand audience. The Great California ShakeOut team built
the website and provided editing rights to the two New Zealand ShakeOut Coordinators.
Instead of seeking a website developer in-house from the Department of Internal Affairs (DIA), permission was
sought from the DIA Web Advisory Group in December 2011 to allow the California ShakeOut team to build the
site. They had an existing framework, which was used for ShakeOut campaigns world-wide and were therefore
able to build the New Zealand site faster and at a lower cost.
All materials on the website were licensed under a Creative Commons Licence, which allowed anyone to copy,
distribute and adapt materials as long as the work was attributed to Civil Defence.
New Zealand ShakeOut 2012: Final Report April 2013
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4.4.1. Information gathering
To be ready for the launch in March, it was decided that, at a minimum, the following content would need to
be developed:
‘Get Ready to ShakeOut’ home page including the ability to register ‘Learn the Latest (FAQs)’, ‘Plan your
Drill’, ‘Check the Stats’ (map function) and ‘Play and Share’ sections. NZ Post postcode listings were
purchased in order to help build the mapping function that allowed people to search who was participating
by region or Territorial Authority.
‘Why participate’ page including ‘Why should you Participate’, ‘Benefits’, ‘New Zealand Earthquake
Hazards’ and ‘Why Drop, Cover and Hold’ sections.
‘Who is participating’ page including the different category groups.
‘How to participate’ page including information for each category group.
‘Resources’ (see section 4.5)
‘News and Events’ page - Information provided at the launch of the campaign consisted of media contacts
only.
‘Share the ShakeOut’ page with the ability to view photos and stories from past California ShakeOuts and
to upload photos, videos and stories of New Zealand ShakeOut.
‘Partners’ page, including information in the ‘ShakeOut Partners’, ‘Coordinators’, ‘Organisers’, and
“Supporters’ sections.
An information gathering plan was developed to ensure all of the appropriate information was available for the
California team to upload to the site in time for the launch. The information gathering plan template can be
viewed as Appendix 1. Staff were assigned various sections to write and once this was complete, a document
containing all of the website content was sent to the California team to upload via the Shared Workspace.
The ‘New Zealand Earthquakes Hazard’ section was drafted by the New Zealand ShakeOut Coordinators and
reviewed by GNS Science. This included a synopsis for each region and a set of consistent hazard maps which
showed mapped active faults and earthquakes in each region (except for the Chatham Islands) over the past 12
years.
Photos depicting each region in New Zealand were obtained from the Civil Defence Emergency Management
Groups around the country and these were displayed as a rolling banner at the top of the web page. The
California team changed the two core colours of the website to match the New Zealand civil defence colours
(blue and yellow).
The most time consuming aspects of the web build were developing the registration form data, compiling the
regional earthquake hazard information, deciding the different category groups and developing the content for
these groups.
There was a requirement for some flexibility in hours worked to develop the website due to the time zone
differences between California and Wellington. Email and phone calls were the preferred method of contact
and worked very well. During the site creation, Jo Guard and Mark Benthien spent some considerable time
working in each other’s time zones in order to work quickly and provide answers to questions. The New
Zealand ShakeOut Coordinators found USC staff to be very efficient during this build period and the site quickly
took shape.
New Zealand ShakeOut 2012: Final Report April 2013
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4.4.2. Contract
A contract for developing the website was established with input from the legal teams of the Department of
Internal Affairs and the University of Southern California. Different legal requirements between the United
States and New Zealand resulted in complexities that took professional input, and subsequently time, to work
through.
4.4.3. Privacy considerations
A privacy policy was developed to address collection, storage and use of information on the New Zealand
ShakeOut website, statistical information and cookies, records and disclosure statements, rights of collection
and correction and the New Zealand Privacy Commissioner’s details.
4.4.4. Terms of use and copyright statements
A copyright licensing statement was developed for inclusion in both the terms of use and as a separate
copyright statement. This allowed for making the content findable by search engines by reference to the
Creative Commons licensing metadata/RDFa code, and it was hoped that by having a simple copyright
statement at the bottom of the site it would serve to make the information available to those people who may
have no desire to read the terms of use.
The Terms of Use outlined intellectual property rights, including:
Copyright
Creative Commons (all documentary materials on the website for the ShakeOut drill are licensed for re-use under the Creative Commons Attribution 3.0 New Zealand licence. In essence, people are free to copy, distribute and adapt such material, as long as they attribute the material to Civil Defence and abide by the
other licence terms. To view a copy of this licence, visit http://creativecommons.org/licenses/by/3.0/nz/).
Registration obligations
Disclaimers
Privacy
4.4.5. Website testing
Before the website went live, time was set aside for testing the links and checking the content of each page.
Access to a test site was granted and a number of planning team members was selected to help out with the
testing phase. A website testing plan and record of issues was provided to individuals (Appendix 2). Testers
sent in their individual records of issues to the ShakeOut Coordinators, who then compiled all of the comments
onto one sheet and sent this to the team in California.
4.4.6. FileMaker Pro database management
The ShakeOut websites globally, are built on the FileMaker Pro platform and, as such, it was important for the
New Zealand ShakeOut Coordinators to obtain the software and be trained in how to use it. It was not on the
Department of Internal Affairs ‘approved software’ list, so special permission was sought to obtain a number of
licences. The California team were moving from version 11 to version 12 during the build up to New Zealand
New Zealand ShakeOut 2012: Final Report April 2013
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ShakeOut so it was agreed that the University of Southern California (USC) would provide ‘guest’ licences to the
New Zealand ShakeOut Coordinators until such time as they were ready to upgrade to version 12. During this
time, it became clear that DIA firewalls prevented access on MCDEM desktop computers and this was not
resolved. As a result, the New Zealand ShakeOut Coordinators had to use non-network laptops with a wireless
connection to enable them to do database management and web updates.
4.4.7. Website maintenance
The California team administers all domestic and international ShakeOut websites. The majority of these tend
to be built and maintained by the University of Southern California (USC). New Zealand agreed to be a pilot
project, which saw the New Zealand ShakeOut Coordinators trained to a level to be able to manage the
registration and website databases with remote support from USC staff.
Whilst the main web content was built by USC, the New Zealand ShakeOut Coordinators were able to perform
minor web content changes (uploading new content etc.) and monitor and approve registrations. This
arrangement generally worked well, however, for some of the more complex website HTML coding it became
clear that this was faster and more efficient to send to the USC team. Despite the time zone difference, any
maintenance requirements sent to the USC team were performed in a timely fashion.
4.4.8. Category groups
Considerable thought went into the development of the category groups during the website build. Each
category had customised ideas for what individuals or organisations could do to participate in the drill. Many of
the global ShakeOut categories translated well to the New Zealand environment; however, some did not, or
required some tweaking to the wording for the New Zealand context. The resultant 18 categories were:
Individuals/Families
Pre-schools
Schools
Local Authorities
Emergency Services
Businesses
Health and Disability Sector
Non-Government Organisations
Volunteer/Service Clubs
Youth Organisations
Tertiary Education
Iwi
Government Agencies
Animal Shelter/Service Providers
Agriculture/Livestock
Science/Engineering Organisations
Media Organisations
Community Groups
Each category group had a short descriptor providing examples of types of organisations that fit into the
category. This was consulted across various agencies during the planning process to ensure that the majority
of sectors or organisations were represented. For future New Zealand ShakeOut campaigns, we would
encourage the creation of a Lifelines category as some Lifelines organisations felt they did not fit easily into the
category groups listed.
New Zealand ShakeOut 2012: Final Report April 2013
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4.4.9. URLs and Google analytics
Although www.getthru.govt.nz was the URL advertised for New Zealand ShakeOut, the main URL for the actual
website was www.shakeout.govt.nz. In order to prevent others obtaining similar URLs, the following URLs were
also secured. They were:
www.nzshakeout.co.nz
www.nzshakeout.org.nz
www.shakeoutnz.co.nz
www.shakeoutnz.org.nz
www.shakeout.co.nz
All .co and .org websites were initially secured for one year. However, these have now been renewed for a
further three years and will expire at the end of 2015 unless renewed again.
The New Zealand ShakeOut Coordinators, with the assistance of a DIA Information Architect, used Google
Analytics to monitor web traffic to the ShakeOut website. Due to the dual branding, promotional materials
included the www.getthru.govt.nz site as a place to get more information and to register. A large ShakeOut
icon was placed on the right side of the home page, which people could click on to go through to the
www.shakeout.govt.nzwebsite. Early results indicated that this did not seem to be successfully encouraging
people to click through to the ShakeOut site (too many clicks required to get to the registration page). The icon
was changed and wording amended. Eventually, the link took people straight to the registration page and this
ultimately led to increased registration numbers.
In order to improve the success rate to get people to go to the registration page, some promotional materials
later provided a direct link www.shakeout.govt.nz/register which seemed to improve uptake.
The Information Architect also provided advice on web banner wording and images. Changes were made
regularly to trial various versions and these modifications improved participation figures.
Google analytics indicate that there was a good uptake of visits to the site on 29 March 2012 after the launch of
the website. This was followed by a smaller spike in early April. Site visits were fairly steady during May and
June and increased markedly after the Taranaki earthquake on 3 July 2012. However, an opportunity was lost
when we realised that links to the ShakeOut site only appeared on the Get Ready Get Thru (GRGT) homepage
and not on the earthquake pages. If the public were Google searching words such as ‘earthquake’, they would
be taken directly to the GRGT earthquake page and not the home page. There was also a huge spike in visits to
the ShakeOut site in the days leading up to and immediately after the drill.
The majority of people visited the New Zealand Shakeout website via the GRGT website links, with others
coming through the www.shakeout.org site or MCDEM’s civildefence.govt.nz site.
The majority of visits were during the week days, with a noticeable drop-off over weekends. The average visit
duration was quite low, ranging from just over one and half minutes to just over five minutes.
New Zealand ShakeOut 2012: Final Report April 2013
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4.5. Resources for the New Zealand ShakeOut website
A number of resources were created for the campaign launch and available for download on the New Zealand
ShakeOut website by the general public. These can still be viewed at www.shakeout.govt.nz/resources/ and
include:
Drill planning documents
Countdown to ShakeOut for Organisations.
Drop, Cover and Hold is still the right action to take.
One million people doing an earthquake drill? How you can help.
Posters
A number of posters were developed with various sizes, colours and designs.
Custom flyers
Custom flyers were developed for all 18 category groups.
Web banners
A number of web banners were developed to allow individuals and organisations to place these on their
websites.
Additional graphics
Drop, Cover and Hold image in colour and black & white.
ShakeOut logos
These were available for those who emailed [email protected].
4.6. New Zealand ShakeOut launch
The launch of New Zealand ShakeOut was scheduled to occur in March 2012, six months prior to the date of
the nationwide earthquake drill. This timing was chosen based on advice from the Californian ShakeOut team,
who have found six months to be the most appropriate timeframe for ShakeOut campaigns. It allows enough
time to build up the campaign and get people on board and is short enough so as not to lose the interest of
those registered.
In order to successfully launch the campaign, the New Zealand ShakeOut Coordinators enlisted the help of the
Minister of Civil Defence, Hon Chris Tremain. The Public Education Coordinator worked with the Wellington
Region Emergency Management Office to find a suitable location for the launch, and Owhiro Bay Primary
School in Wellington was chosen. A briefing was provided to both the Minister and the school ahead of the
launch. The Public Information Manager worked with local media to encourage them to attend and provided a
media briefing pack to those who attended.
The Hon Chris Tremain, launched New Zealand ShakeOut on 29 March 2012 at Owhiro Bay Primary School. He
was joined by Kapiti Coast’s Mayor Jenny Rowan, staff from the Wellington Region Emergency Management
Office, the two New Zealand ShakeOut Coordinators, and Civil Defence Mascot Stan from ‘What’s the Plan
Stan?’. The Minister talked with Year 1 and 2 students from Harakeke/Room 5 and led them in a Drop, Cover
and Hold earthquake drill. Several newspaper journalists were present to report the launch. At the time of the
launch, the New Zealand ShakeOut website became live and the registrations began.
New Zealand ShakeOut 2012: Final Report April 2013
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5. The New Zealand ShakeOut campaign and associated outputs
5.1. Introduction
The New Zealand ShakeOut campaign ran officially from 29 March 2012 to 26 September 2012. The focus of
this six month period was to encourage involvement of individuals and organisations in New Zealand ShakeOut
by signing up to participate, spreading the word, and practising Drop, Cover and Hold at 9:26-26:9 (or two
weeks either side of).
The earthquake drill and New Zealand ShakeOut website were promoted through a multi-media campaign
using news media, advertising (TV, print, radio and online) and central and local government communication
networks. Social media (Facebook and Twitter) was also used to support the campaign and engage with the
public about earthquake preparedness.
Along with multi-media, other methods were used to engage with the public. Eighteen category groups were
identified (individuals, schools, businesses etc.) and resources and information were tailored for their needs. A
lot of effort was put into directly contacting these groups throughout the life of the campaign. The Minister,
the Director, Mayors, Planning Team members, and MCDEM, CDEM Group and Council Staff all encouraged
people to sign up for New Zealand ShakeOut. Letters and emails were sent, phone calls made, articles written,
and many presentations given.
5.2. Further resources for the New Zealand ShakeOut website
As the campaign for New Zealand ShakeOut progressed, more resources were developed and made available
on the New Zealand ShakeOut website. These can still be viewed at www.shakeout.govt.nz/resources/ and
include:
Drill planning documents
Post-drill workplace discussion sheet.
Observer information and evaluation form for evaluating the drop, cover and hold drill at 9:26-26:9.
Triggering the ShakeOut with the civil defence ‘sting’ and sample voiceover broadcast scripts.
‘Get Ready Get Thru’ planning guide for small businesses.
Participation guidelines for Civil Defence Emergency Management Groups.
Three month Preparedness Programme for Organisations. This programme was initially developed by the
Ministry of Health for their internal processes over a 6 month period. This was then modified to a three
month version for use by the public.
Champions guideline.
Posters
A number of additional posters were developed with various sizes, colours and designs.
New Drop, Cover and Hold advertising campaign
TV and radio commercials were developed aiming to address any confusion about the right actions to take in
an earthquake and helped to promote New Zealand ShakeOut. A link to these commercials was provided on
the Resources Page of the New Zealand ShakeOut website.
Online resources
‘Ever wondered why New Zealand has so many earthquakes?’. This was a video developed by GNS Science
in support of New Zealand ShakeOut. Kelvin Berryman from GNS Science explains the occurrence of
New Zealand ShakeOut 2012: Final Report April 2013
23
earthquakes in New Zealand and advocates the right actions to take in an earthquake – Drop, Cover and
Hold.
‘Peter Elliott explains what to do when an earthquake happens – Drop, Cover and Hold!’ This video runs
through the different possible locations for being in an earthquake (inside, outside, at the beach, in bed
etc.) and explains the right actions to take.
Colouring in pictures
Four different colouring in pictures were developed for pre-school and primary-aged children.
Facebook timeline banner images
Five different banners were available to upload to Facebook timelines.
Online ads
Three animated ads were developed and available to be added to online pages.
Desktop backgrounds and screensavers
A New Zealand ShakeOut screensaver was available for download.
5.3. Social media
The Ministry of Civil Defence & Emergency Management had little involvement with social media prior to New
Zealand ShakeOut. However, one of the lessons identified from the Canterbury earthquakes was that there is a
place for social media in civil defence emergency management. Facebook and Twitter have been actively and
successfully used in the Great California ShakeOut.
As the ShakeOut campaign had a limited lifespan, the decision was made to use the Get Ready Get Thru
branding so the accounts could have a life after 26 September 2012. ShakeOut also served as a good
opportunity to expand the Get Ready Get Thru campaign into social media.
Two social media accounts were set up in order to promote ShakeOut on Facebook and Twitter:
Twitter: @nzgetthru
Facebook: NZGetThru
Prior to the launch of the new accounts, the ShakeOut coordinators developed a ShakeOut social media
strategy and operational guide. The strategy outlined the key social media objectives and success factors.
The key social media objectives were:
Extend reach of existing messages by building relationships with relevant audiences including
intermediaries, stakeholders and key influencers such as journalists and bloggers.
Provide an informal “human” voice for New Zealand ShakeOut to promote understanding of, and
engagement with our messages.
Provide thought leadership and credibility, increasing New Zealand ShakeOut visibility and civil defence
organisations as the experts in this space.
In line with Government policy, demonstrate our commitment to and understanding of digital channels.
Provide additional, low-barrier methods for people to interact with New Zealand ShakeOut, to provide
feedback, seek help and suggest ideas.
Engaging with critics and key influencers to resolve problems and correct factual inaccuracies and to thank
others for positive feedback and amplify their comments.
Provide coverage of “live” events and activities for those who cannot participate.
New Zealand ShakeOut 2012: Final Report April 2013
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The critical success factors for the social media strategy were:
that Facebook and Twitter followers registered to participate in New Zealand ShakeOut.
there were positive discussions and conversations through social media about New Zealand ShakeOut
(such as providing examples of how to be prepared, sharing stories of why preparedness is important,
encouraging others to register to participate etc.).
Twitter followers retweeted New Zealand Shakeout postings
Facebook followers “liked” New Zealand ShakeOut and shared posts with their friends/followers.
The two social media accounts were launched on 25 April 2012.
Posts on both Twitter and Facebook were initially split between direct promotion of ShakeOut and promotion
of emergency preparedness messages and information about earthquakes. As the number of registrations
increased, posts highlighted milestones in registrations. Other posts acknowledged organisations supporting
ShakeOut, such as Air New Zealand through their own Flying Social Network.
A number of other CDEM groups and councils were already active on Facebook and Twitter. Posts by these
organisations were shared and retweeted via the NZGetThru accounts – particularly those about the different
ShakeOut activities around the country.
By highlighting registration numbers, supporters and ShakeOut activities, we were able to show that ShakeOut
was well supported and viewed as an exercise worth joining.
Comments on Facebook and Twitter were generally supportive. A number of people asked specific questions,
i.e. how do you protect infants during earthquakes? Occasionally commenters questioned or were critical of
the Drop, Cover and Hold message. These comments were replied to using the consistent messages around
earthquakes and the correct actions to take.
Social media activity was at its busiest in the days immediately leading up to and on 26 September. On 26
September, the NZGetThru Facebook page gained 281 new “likes”– the largest single daily increase, while the
hashtag #ShakeOut reached the number one Twitter trending topic spot in New Zealand.
Following the ShakeOut, the social media accounts were used to encourage participants to share their
ShakeOut stories and pictures and remind observers to return their completed forms.
The accounts have since transitioned to a Get Ready Get Thru focus. There has been no decrease in followers
or likes.
The New Zealand ShakeOut Coordinators drew on the resources of the wider Department of Internal Affairs,
utilising the Communications team members to support a social media monitoring roster. The roster
comprised two people (a primary and a secondary) each week from 25 April to 15 October to monitor and post
social media messages throughout the ShakeOut campaign life. Once the ShakeOut campaign concluded, the
administration of social media was transitioned to the Public Education person in the Communications team.
5.4. Advertising/marketing
5.4.1. Alignment with Get Ready Get Thru campaign
New Zealand ShakeOut was run in conjunction with the national Get Ready Get Thru public education
campaign. Launched in June 2006, the nationwide campaign urges New Zealanders to “Get Ready Get Thru”.
The press, radio and television campaign is designed to boost public awareness and understanding of the need
to prepare to face disasters by having a plan, and taking steps to be better prepared.
New Zealand ShakeOut 2012: Final Report April 2013
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A series of new television, radio and online advertisements focused on the Drop, Cover and Hold message were
developed to synchronise with and promote New Zealand ShakeOut and to address any confusion there may
be about what to do during an earthquake. Following the Canterbury earthquakes there was confusion around
the right actions to take and images of people running outside as well as reports, incorrectly, suggesting you
should not take cover under a table. The campaign reinforces the advice of the Ministry of Civil Defence &
Emergency Management, GNS Science, EQC and the New Zealand Society for Earthquake Engineering. That is,
Drop, Cover and Hold during an earthquake.
A series of new ads focusing on the right actions to take to keep safe in an earthquake launched in late June
2012. The advertising featured primary school children talking about what an earthquake is and what to do
when an earthquake happens.
The television advertisements did not make specific reference to New Zealand ShakeOut due to budgetary
constraints. However, New Zealand ShakeOut specific radio and online ads were run. Four radio
advertisements were produced and ran from 2 September until the morning of 26 September. The script for
each of these was similar, but varied according to the timing:
"On September 26 the whole country will Drop, Cover and Hold at exactly 9:26am..."
"On Wednesday the whole country..."
"Tomorrow morning the whole country..."
"This morning the whole country..."
Online New Zealand ShakeOut advertisements were run across the NZ Herald, Stuff, TVNZ and YouTube
websites from 2 July 2012 to 12 August 2012. The animated adverts cycled through the drop, cover and hold
actions before encouraging viewers to register for New Zealand ShakeOut. In total, 1,274,811 impressions were
delivered with an average click through rate of 2.11 per cent (DIA’s advertising agency OMD advised that this is
above expectations and industry standards).
All of the television, radio and online advertisements were made available on the New Zealand ShakeOut
website and CDEM Groups were encouraged to supplement the New Zealand ShakeOut advertising if their
budgets allowed.
A public relations plan was developed and provided to agencies covering key messages and national media
engagements.
5.4.2. Supporting resources
New Zealand ShakeOut resources, including posters, web banners, Facebook cover images, desktop wallpaper
and screensavers were developed and shared via the website and promoted through the New Zealand
ShakeOut newsletters.
The intention was to make it easy for people to share the ShakeOut by providing them with a ready-to-run
resource. When requested, planning team provided custom files to fit specific requirements.
Other resources produced included updated versions of the Get Ready Get Thru reusable shopping bags. These
were available at cost to councils and CDEM groups. MCDEM distributed their supply of bags to organisations
taking part in New Zealand ShakeOut on request.
New Zealand ShakeOut stickers were produced and supplied to councils free of charge. These proved
particularly popular with school children. They were also used extensively on envelopes in mail outs.
New Zealand ShakeOut 2012: Final Report April 2013
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A double sided New Zealand ShakeOut flyer/poster was printed and distributed at no cost to Councils and key
partner agencies. These were used across the country in mail outs, display stands and public facing counter
displays.
5.4.3. Sharing the ShakeOut
Due to limited budgets, running a large scale traditional advertising campaign for New Zealand ShakeOut was
not feasible. Instead, one of the key messages was for participants to “share the ShakeOut” and encourage
others to sign up. CDEM Groups and Councils were encouraged to boost the reach by undertaking further local
advertising if they could.
Many organisations around New Zealand generously offered their support. Some examples follow:
Following an interview with Rotorua District Council Emergency Management Coordinator Pauline
Hitchcock, TV Rotorua offered to run the new television advertisements free of charge as a community
service.
Clemengers BBDO placed a ShakeOut billboard on top of their Wellington building in the week leading up
to 26 September.
The New Zealand Transport Agency supported New Zealand ShakeOut by using hundreds of Variable
Message Signs (VMS) on urban, rural and regional roads to remind people about the drill. In the two weeks
leading up to the drill, signs displayed ShakeOut reminders on various days of the week.
Stratford mini-stock car driver Adam Young and his father Allan got behind the New Zealand ShakeOut
campaign in Taranaki. The Get Ready Get Thru message was displayed on Adam’s car when it raced at
Stratford Speedway. Adam’s stock car was also on display in a shop window in Stratford for a month as
part of a New Zealand ShakeOut promotion.
In April 2012 Energizer New Zealand Ltd approached MCDEM with a proposal to include Get Ready Get
Thru branding on their in-store battery display stands. The proposal was agreed to on the condition that
the stands included ShakeOut messaging. Energizer New Zealand bore all production costs. The display
stands were placed in more than 70 stores across New Zealand, including New World, Pak n Save,
Warehouse and Mitre 10.
Air New Zealand used their Flying social network to spread the word with their extensive networks.
5.4.4. Print and design
Agencies wishing to use graphics and logos were encouraged to make contact with the New Zealand ShakeOut
Coordinators. This provided some protection against incorrect use and provided the ShakeOut Coordinators
with some idea of what print and web communication was being used around the country. Agencies overall,
seemed very happy to provide their materials, often sending in hard copies of their promotional materials.
Where agencies wanted to create their own materials that might have a different size requirement from what
was openly available, the planning team was happy to provide alternatives.
5.5. Communication
Along with multi-media, many other communication methods were used to engage with different groups of
people regarding the ShakeOut drill. The Minister of CDEM, the Director of CDEM, Mayors, planning team
members and MCDEM, CDEM Group and council staff all put in a lot of effort to encourage participation.
Letters and emails were sent, phone calls made, articles written and many presentations given.
New Zealand ShakeOut 2012: Final Report April 2013
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A lot of effort was also put into directly contacting the 18 established category groups (Individuals/Families,
Pre-schools, Schools, Local Authorities, Emergency Services, Businesses, Heath & Disability Sector, Non-
Government Organisations, Volunteer/Service Clubs, Youth Organisations, Tertiary Education, Iwi, Government
Agencies, Animal Shelter/Service Providers, Agriculture/Livestock, Science/Engineering Organisations, Media
Organisations, and Community Groups).
5.5.1. Newsletters
Two types of regular newsletters were developed to keep people informed throughout the campaign. The first
newsletter was developed for Civil Defence Groups and partner agencies (Appendix 3). These were sent
monthly via email from February 2012 and contained information such as:
General information on New Zealand ShakeOut and where to find further information.
New Zealand ShakeOut Coordinators’ details
General updates and new resources
ShakeOut participant numbers and how we were tracking
Tips on encouraging participation
News from around the country on what organisations were doing for the ShakeOut
National planning and activity updates.
A second newsletter was distributed monthly to New Zealand ShakeOut participants who had registered on the
New Zealand ShakeOut website. This distribution list was administered by the team in California, who sent the
newsletters out on our behalf via Mail Chimp. As the day of the ShakeOut drill approached, both of these
newsletters were sent out on a more frequent basis. Copies of these newsletter updates can be found at
www.shakeout.govt.nz/updates/.
5.5.2. Letters
Letters written included:
Letters to the Top 100 Businesses in New Zealand according to staff numbers,
Letters to all Government Agencies,
Letters to all Ministers and MPs (from the Minister of Civil Defence),
Letters to all CDEM Group Joint Committee members and Emergency Management Officers,
Letters to all Schools and Pre-schools, and funded Tertiary Education Providers,
Letters to members of the Insurance Council, and
Letters to Shopping Malls.
5.5.3. Articles
Articles about New Zealand ShakeOut were included in the following publications in the lead up to New
Zealand ShakeOut:
MCDEM E-bulletin (monthly)
MCDEM Impact (quarterly)
Education Gazette
Newsletters on the business.govt.nz website
Engineering Insight
Articles about New Zealand ShakeOut were included in the following publications following New Zealand
ShakeOut:
New Zealand ShakeOut 2012: Final Report April 2013
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Australian Journal of Emergency Management
Crisis Response Journal
Business Continuity Newsletter
5.5.4. Meetings and reporting
Monthly meetings were held with the New Zealand ShakeOut Planning Team, and weekly meetings were held
internally at MCDEM. CDEM Groups were asked to report fortnightly to the National Coordinators to outline
what had been achieved in the campaign regionally and next steps over the coming weeks.
5.5.5. Presentations
The National Coordinators made Power Point presentation templates available to CDEM Groups early on in the
planning phase during February and March 2012. Presentations were made to various groups and at various
conferences, such as the National Animal Welfare in Emergency Group, National Exercise Programme
Governance Group, Business Continuity Forum, Australasian Hazard Management Conference, GOVIS
Conference, Local Government Conference, various Government Departments, Emergency Services
Communication Working Group and Access Radio in the lead up to the drill.
5.5.6. Communications plan
A communications and marketing plan was developed with work divided into seven work streams, each with its
own detailed plan. The work streams are described in Table 7.
Table 7: Core work streams outlined in the New Zealand ShakeOut Communications and Marketing Plan.
Core information
This was the agreed, consistent, information used by all the work streams. It can
include a summary of New Zealand ShakeOut
key messages
style guide
list of national spokespeople
list of champions (people well-known and respected in their sectors who
could personally endorse New Zealand ShakeOut)
New Zealand ShakeOut
website
The information and advice different visitors needed to take part in New Zealand
ShakeOut and be better prepared to “Get Thru” an earthquake.
Advertising, Marketing
(including sponsorship)
Central to the media plan was a calendar of media releases and other possible
events based on project milestones.
Social media Twitter and Facebook were used. A plan was developed with support from
Government Technology Services.
Printed material and
other collateral
Supporting material such as brochures, stickers, bottles, videos etc. within the
available budget.
Partner organisations Organisations and community groups who would work with, and support New
Zealand ShakeOut were identified. This work stream looked at how to provide
them with the information and materials they would need.
What happens after New Zealand ShakeOut is intended to be part of the Ministry’s continuing public
New Zealand ShakeOut 2012: Final Report April 2013
29
9.26, 26.9? education programme. A plan needs to be developed setting out how the website,
social media networks, information and material developed for the project will
continue to be used.
5.6. Media
News media were invited to be involved in three ways, reporting media releases and events, promoting New
Zealand ShakeOut, and as employers having their own workplace drills and other preparedness activities.
Media releases were issued using MCDEM’s existing media release distribution list, which includes
approximately 170 contacts. In addition, the Minister of Civil Defence wrote to the chief executives of all the
major media organisations and the Radio Broadcasters’ Association explaining the campaign and asking for
their support. The Director also met chief reporters, news editors and other senior staff from the radio and TV
networks to encourage their involvement.
Where possible, all media releases were distributed to the CDEM sector and other organisations involved
before they were sent to the media. This was to ensure those organisations would not be surprised by what
was issued and to help them create local angles for media in their area. Organisations involved were
encouraged to contact media themselves. The planning committee provided resources, support and ideas to
encourage but not control or manage organisations’ engagement with media.
Media releases began with the launch of the campaign and were issued as milestones were reached and events
held. Their frequency increased through the campaign from, at the beginning, one each week or fortnight, to
several a week, then daily for the last few days, and several on 26 September.
Media coverage increased over time and was most prevalent in local and community media. The steady flow of
information from many sources and via many channels, including Facebook and Twitter, was important to
achieving this growing media interest.
In the week before and on the morning of the drill, all major radio and TV broadcasters carried interviews with
the Minister, Director and National Coordinators. Many local and other broadcasters also interviewed local
coordinators and others involved in New Zealand ShakeOut as well as the Minister, Director and National Co-
ordinators. On the day, TVNZ broadcast a drill live from Mt Eden Primary School and TV3 broadcast
preparations for the drill, live from Sumner School in Christchurch.
Radio broadcasters had been provided with suggested scripts for announcers and DJs to use in the lead up to
the drill and to announce the start of the drill at 9:26am, and its end about 10 seconds later. They were also
given copies of the “sting” to broadcast during interviews before the drill and at the start of the drill. All, except
Radio New Zealand, used the “sting”, and many local and other stations also requested copies of the scripts
and “sting”. These were provided to them.
The media were overwhelmingly supportive of New Zealand ShakeOut and were happy to be involved. News
editors and chief reporters treated events and media releases on their news value on the days they were
issued. At radio networks, news editors and chief reporters asked for suggested scripts to make their job easier
and to ensure the information was correct.
Overall, media were an important channel for reaching the public and publicly endorsing people’s involvement
in the drill. Perhaps, the most crucial involvement was radio networks and TVNZ broadcasting live to “trigger”
the drill. Without that, it would have been extremely difficult, and maybe impossible, to have a nationwide
announcement of the start, and end, of the drill.
New Zealand ShakeOut 2012: Final Report April 2013
30
6. New Zealand ShakeOut earthquake drill Over 1.3 million people in New Zealand prepared themselves to Drop, Cover and Hold at 9:26am on
Wednesday 26 September, which is a phenomenal result. TV and radio broadcasters ran feature stories on the
day of the drill and many radio stations helped to trigger the drill by broadcasting the civil defence ‘sting’.
Schools, hospitals, individuals and families at home, community groups and other workplaces all participated in
the drill, and successfully took a step towards better preparing themselves for an emergency. For many of
these groups, the ShakeOut activities did not stop there. Building evacuations, group discussions and debriefs,
business continuity testing and full scale exercises were conducted across the country.
6.1. Participation statistics
Exactly 1,340,529 people were registered to participate in New Zealand ShakeOut, approximately 30 per cent
of New Zealand’s population. This included 127 people who did not live in New Zealand, but wanted to
participate from overseas. It is acknowledged that this participant total can only be taken as an approximate as
some people who were registered may not have taken part in the drill. We also received reports of people
participating but not registering.
A key finding from the evaluation of the first Great Southern California ShakeOut was that 79 per cent of those
who signed up for the Drill actually participated in it on the scheduled day3. If a similar assumption was made
for New Zealand ShakeOut, well over 1 million people would still have participated, which was one of
objectives of the campaign.
6.1.1. Projected vs. actual tracking of participant numbers
Overall, the actual tracking of participant numbers reflected fairly accurately the projected figures. The graph
below (Figure 4) illustrates the slow momentum at the start of the campaign, and as word spread, the numbers
grew exponentially and were well in excess of the target of one million participants.
Figure 4: Target versus actual tracking of registered participants for New Zealand ShakeOut.
3 Blakely, J., Chen, N. & Kaplan, M. 2009 An Evaluation of the First Great California ShakeOut: A report about the impact of a
unique disaster-preparedness communication campaign, The Norman Lear Center, University of Southern California, Los
Angeles
New Zealand ShakeOut 2012: Final Report April 2013
31
6.1.2. Category group participation
Participants of New Zealand ShakeOut included individuals and families, schools, businesses, government
departments, emergency services, community groups and many other organisations. A breakdown of final
participant numbers by category group is illustrated in Table 8.
Table 8: New Zealand ShakeOut Category Groups and Corresponding Participant Numbers.
Category Participants
Individuals/Families 20,499
Pre-schools 108,936
Schools 650,962
Youth Organisations 1,345
Tertiary Education 134,140
Iwi 384
Government Agencies 72,597
Local Authorities 28,623
Emergency Services 17,510
Businesses 203,712
Health & Disability Sector 59,220
Non-Government Agencies 14,961
Volunteer/Service Clubs 1,440
Animal Shelter/Service Providers 274
Agriculture/Livestock 311
Science/Engineering Organisations 5,234
Media Organisations 2,103
Community Groups 9,378
Other 8,800
TOTAL 1,340,429
As can be seen from the above table, schools were by far the largest participant group with 650,962
participants. This was due largely to the combined efforts of the Ministry of Education and local emergency
management officers advocating participation directly to schools and pre-schools.
6.1.3. Participation by Region/District
The Wellington Region (35.94%) and Wellington City (41.20%) had the highest per capita participation in New
Zealand ShakeOut for a region and local authority respectively (refer to Table 9). The Canterbury Region had
the lowest participation rate (15.91%). This was due to ‘earthquake fatigue’ in the region and a lot of residents
wishing to be excused from participation as they felt they had had enough practice during 2010 and 2011.
New Zealand ShakeOut 2012: Final Report April 2013
32
Table 9: New Zealand ShakeOut participant statistics by Region and Territorial Authority.
Region/District Population (as per 2010
localcouncils.govt.nz)
ShakeOut
participants
% of population
participating
NEW ZEALAND 4367800 1340429 30.69%
NORTHLAND 157400 28913 18.37%
Far North 58400 8535 14.61%
Whangarei 80000 14492 18.12%
Kaipara 18950 1627 8.59%
AUCKLAND 1461900 448674 30.69%
WAIKATO 409300 91723 22.41%
Thames Coromandel 27000 2776 10.28%
Hauraki 18650 5006 26.84%
Waikato 63400 10590 16.70%
Matamata-Piako 31800 5620 17.67%
Hamilton 143100 40379 28.22%
Waipa 45700 10186 22.29%
South Waikato 22900 5508 24.05%
Otorohanga 9290 1434 15.44%
Waitomo 9640 1905 19.76%
Taupo 34000 7101 20.89%
BAY OF PLENTY 275100 81646 29.68%
Western Bay of Plenty 45400 7965 17.54%
Tauranga 114300 31105 27.21%
Opotiki 9000 1509 16.77%
Whakatane 34400 8927 25.95%
Rotorua 68600 19740 28.78%
Kawerau 6990 1942 27.78%
GISBORNE 46500 13107 28.19%
HAWKE'S BAY 154800 46968 30.34%
Wairoa 8440 1813 21.48%
Hastings 75100 20604 27.44%
Napier City 57600 16621 28.86%
Central Hawke's Bay 13500 5266 39.01%
New Zealand ShakeOut 2012: Final Report April 2013
33
Region/District Population (as per 2010
localcouncils.govt.nz)
ShakeOut
participants
% of population
participating
TARANAKI 109100 28704 26.31%
New Plymouth 73200 18648 25.48%
Stratford 9160 2376 25.94%
South Taranaki 26900 6055 22.51%
MANAWATU-WANGANUI 231500 66792 28.85%
Ruapehu 13550 2232 16.47%
Rangitikei 14850 2906 19.57%
Wanganui 43500 11871 27.29%
Manawatu 29700 9414 31.70%
Palmerston North City 81300 24560 30.21%
Tararua 17750 2907 16.38%
Horowhenua 30600 5964 19.49%
WELLINGTON 483300 173682 35.94%
Masterton 23400 7821 33.42%
Kapiti Coast 49400 10824 21.91%
Carterton 7540 1749 23.20%
South Wairarapa 9340 2209 23.65%
Upper Hutt City 41100 9768 23.77%
Porirua City 52100 14648 28.12%
Hutt City 102700 35839 34.90%
Wellington City 197700 81449 41.20%
NELSON-TASMAN 92800 21969 23.67%
Nelson City 45500 10226 22.47%
Tasman 47300 9522 20.13%
MARLBOROUGH 45300 11800 26.05%
WEST COAST 32700 7391 22.60%
Buller 10000 1494 14.94%
Grey 13850 3248 23.45%
Westland 8880 1851 20.84%
CANTERBURY 565700 89978 15.91%
Kaikoura 3800 755 19.87%
Hurunui 11100 1544 13.91%
New Zealand ShakeOut 2012: Final Report April 2013
34
Region/District Population (as per 2010
localcouncils.govt.nz)
ShakeOut
participants
% of population
participating
Selwyn 39600 5504 13.90%
Waimakariri 47600 4505 9.46%
Christchurch City 376700 58310 15.48%
Ashburton 29400 6231 21.19%
Mackenzie 4010 423 10.55%
Timaru 44300 8469 19.12%
Waimate 7550 1019 13.50%
OTAGO 207400 50718 24.45%
Queenstown Lakes 27800 7812 28.10%
Central Otago 18200 4434 24.36%
Dunedin City 124800 27897 22.35%
Clutha 17450 4175 23.93%
Waitaki 20800 5340 25.67%
SOUTHLAND 94200 24176 25.66%
Southland 29500 10688 36.23%
Gore 12300 2958 24.05%
Invercargill 52400 9630 18.38%
CHATHAM ISLAND 640 168 26.25%
Further information about participants can be found at http://www.shakeout.govt.nz/whoisparticipating/
6.2. Triggering the drill Participating organisations were encouraged to trigger the drill in a way that best suited them. Various options
were recommended, such as using a whistle, air horn, bell, meeting reminder on the computer or using a voice
command to signify the start of the drill. The civil defence “sting” (the electronic sound that has been given to
broadcasters to use before making an official civil defence emergency announcement) was also made available
via the New Zealand ShakeOut website. Organisations and radio stations were able to broadcast the sting
through loudspeakers or a public address system in conjunction with appropriate voiceover announcements. A
guide was developed to assist organisations using the sting. This document, ‘Triggering the ShakeOut with the
civil defence ‘sting’ and sample voiceover broadcast scripts’ can be found at
www.shakeout.govt.nz/resources/index.html#manuals.
6.3. Case studies and photos A number of case studies and photos were collected during and after the New Zealand ShakeOut campaign.
Those that were uploaded to the New Zealand ShakeOut website can be viewed at
http://www.shakeout.govt.nz/share/index.html. Here are a few stories from around the country:
New Zealand ShakeOut 2012: Final Report April 2013
35
Nelson Tasman Nelson City and Tasman District Councils had all staff, Mayors, Deputy Mayors and CEO’s practising Drop, Cover
and Hold. The whole of Garin College, including teachers gathered in assembly and did the drill, just over 500
students at once! (see Figure 5) Local pre-schools had a ‘shaky shaky’ day, having jelly castles, and messy
lunches. Nelson Mitre 10 Mega hardware store hosted local radio stations and Nelson-based New Zealand
Response Team 2. Nelson Library had a real turtle come in for Turtle safe story time. “Turtle safe” is the
resource used to teach pre-school aged children Drop, Cover and Hold. All Gibbons Construction builders on
every site stopped at 9:26am and did the Drop, Cover and Hold drill.
Figure 5: Students and teachers at Garin College participating in the Drop, Cover and Hold drill. Image:
Nelson Tasman Emergency Management.
Hawke’s Bay In Hawke’s Bay nearly 47,000 residents registered to participate in New Zealand ShakeOut, a great result!
Schools, local authorities and other workplaces dropped, covered and held with some going on to complete full
evacuation and rescue exercises. Solar powered torch radios and personal survival kits were given away as
incentives to register for New Zealand ShakeOut with more available to anyone in Hawke’s Bay who uploaded
stories or photos of their ShakeOut experience. An important element was the use of the well-known Hawke’s
Bay Civil Defence Emergency Management Group website (hbemergency.govt.nz) to provide local content and
links to the national New Zealand ShakeOut website.
Figure 6: Staff at Waipawa Kindergarten taught the children the right actions to take during an earthquake.
Image: Sue White.
Waikato More than 90,000 people in the Waikato signalled their intent to participate in New Zealand ShakeOut,
including about 65,000 pre-schoolers and students who completed the Drop, Cover, Hold exercise.
At Te Aroha Community Hospital, the drill started a 24 hour exercise which involved shutting off power and
water supplies. CEO Nikki Close said at the end of the exercise that some changes would need to be made to
the hospital’s emergency plan, but overall procedures in place beforehand had worked well. “The whole point
of the exercise was to find the stresses in the plan, identifying what was idealistic versus realistic. There are
New Zealand ShakeOut 2012: Final Report April 2013
36
some parts of the plan which will need to be re-written.” All staff involved in the exercise, which spanned three
shifts, participated in a debrief.
Figure 7: Te Aroha Hospital turned off power for 24 hours and practised using alternative heating, cooling
and lighting. Images: Waikato Region Civil Defence Emergency Management Group.
Bay Of Plenty After the whistles had stopped being blown and Bay of Plenty Regional Council staff were given the all clear to
emerge from under their desks, the real benefit of New Zealand Shakeout proved to be the debrief afterwards.
Staff got thinking about what they’d do once the shaking stopped, and how they might contact their families
and meet up with them when they couldn’t just jump in a car. The debriefs proved worthwhile in all five
offices, and provided food for thought for many staff who then headed home that night to ensure their
household emergency plans were up to date.
Figure 8: James Lowe and David Phizacklea of the Bay of Plenty Regional Council talk through a scenario.
Image: Bay of Plenty Regional Council.
Canterbury Despite being well practised in what to do during earthquakes, with over 10,000 earthquakes rocking the
region since September 2010, many Cantabrians still showed support to New Zealand ShakeOut. Five schools
from the Waimate district (175 students, plus teachers and parents) participated in an exercise starting with
the New Zealand Shakeout drill, and then an afternoon of earthquake related scenarios including learning how
to boil water and make shelters. Students went home with a home survival kit checklist to complete. One
New Zealand ShakeOut 2012: Final Report April 2013
37
school in Kaikoura was fully evacuated and a welfare centre established. All councils in the region took part,
with the Regional Council, and Ashburton and Kaikoura District Councils practising full evacuations. Many
community radio stations got on board and played features leading up to the day as well as helping to trigger
the drill by playing the civil defence ‘sting’ at 9:26am (the ‘sting’ is an electronic sound that has been given to
broadcasters to use before making an official civil defence emergency announcement).
Wellington Region Emergency Management Office (WREMO) For WREMO, New Zealand ShakeOut was all about community engagement. The earthquake drill was the
opportunity for emergency management staff to be out and about in their community and encourage people
to practise Drop, Cover and Hold. Staff got involved with local council drills and evacuations. Berhampore
School, whose registration took New Zealand ShakeOut to more than 1 million participants, warmly received
some goodies from mascot Stan the Dog. Wellington International Airport provided national media with a focal
point for an en-mass Drop, Cover and Hold drill. Senior Advisor, Craig Hamilton hailed the campaign a success,
“A successful campaign – Yes, ShakeOut has opened doors for us, now our challenge is to keep them open.”
Taranaki All 500 staff of New Plymouth District Council actively participated in New Zealand ShakeOut activities. As well
as participating in the earthquake drill at 9:26am on 26 September, the council took the opportunity to test
their newly developed emergency management and business continuity plans. An earthquake exercise was
developed to test the plans, and working through this led to raised awareness of the need to be prepared for
emergencies and greater confidence that the Council had a good set of plans to respond to emergency events.
The district council is now working on incorporating recommendations into their plans.
A family experience - Wakerori Rooney “Yesterday our family checked our disaster packs that we were all guilty of using or removing items from e.g.
batteries, aspirin, Milo, sleeping bags, yes even toilet paper. So it was good reminder to restock! We went
through different scenarios of what to do if we were at school, work, walking or driving home, where to meet lf
home was not viable etc. Our 10 & 11 year old grandchildren were distressed at what I would do because I'm
on crutches. Showing them the steps I would take in a disaster helped ease their minds. Showing them where
survival items would be kept, safe spots, exit routes, and danger areas in the home gave us all confidence. I also
got the grandchildren to refill the drinking water supply. The more we got them involved the better we all felt.
We are grandparents with custody of two beautiful granddaughters. All our immediate Whanau live up north.
So we would like to thank you for all the information. Without your help we would not have been prepared and
would have been doing it on our own.”
An individual experience - Bobbie Poll “I am a 68 year old widow living alone, right on the Alpine Fault. I could 'get down' but probably couldn't get up
again so during the exercise I lay face down on my couch with cushions over my head. Immediately after the
'quake' I went to a free standing cupboard outside my back door and removed my emergency 'barrel'. I then
replaced all food, medications and water, checked all batteries and re-acquainted myself with what I had
available. Thank you to all the organisers for this very useful and timely exercise.”
New Zealand ShakeOut 2012: Final Report April 2013
38
7. Evaluation of New Zealand ShakeOut The evaluation of New Zealand ShakeOut is being carried out in conjunction with GNS Science. As some
evaluation work is looking at the long term effects of New Zealand ShakeOut, not all results have been collated.
A New Zealand ShakeOut Research and Evaluation Strategy was developed by GNS Science and outlines the
following work streams. They are:
1. Evaluation of New Zealand ShakeOut within the education sector – This research is being conducted by
a PhD student and the results are yet to be published.
2. Organisational observation – This research is based on the results of over 5000 completed observation
forms received by GNS Science outlining how people participated in the drill. Results of this workstream
are summarised in Section 7.1.
3. A longitudinal survey – this survey aims to determine how well New Zealand ShakeOut messages have
been retained, and what preparedness actions have been undertaken as a result of New Zealand
ShakeOut. This survey will be conducted approximately 9 months after the earthquake drill, in June
2013.
As well as the work streams being conducted by GNS Science, MCDEM also gathered feedback from CDEM
Groups and partner agencies after the drill through an online survey. These results can be viewed in Section
7.2.
7.1. A summary of initial findings from the Organisational Observation work stream
An observation form was created and advocated in July 2012 in order to capture key observations of how the
Drop, Cover and Hold earthquake drill was carried out in organisations. For example, observers were asked to
record how the start of the drill was announced, did participants Drop, Cover and Hold, how long did most
people drop, cover and hold for etc. A copy of this form and all questions asked can be viewed at
www.shakeout.govt.nz/resources/index.html#manuals. 5,129 completed observer forms were sent to GNS
Science, which is a great result. Collated observation results include:
An alarm sounding was by far the preferred method to communicate the start of the drill, with the
second being someone from within the organisation.
Of the people observed, the vast majority practised Drop, Cover and Hold in the earthquake drill.
The majority of people (64.4 per cent) observed took action within 10 seconds of the drill starting.
The majority of people (68.2 per cent) held the Drop, Cover and Hold position for 11-60 seconds.
37.6 per cent of those observed seemed hesitant to participate fully in the drill. Disability and age
appear to have been factors in people being reluctant or unable to participate, as well as
embarrassment.
The majority of people were notified that the drill was over by either an alarm, fire warden or someone
from the organisation. For ten per cent of people there was no official “all clear” given.
The workplace appeared to be the most common place where people heard information about New
Zealand ShakeOut. Of the traditional media outlets, radio appeared to be the most frequently quoted,
with newspapers being the least. Social media ranked low, as did text messaging.
New Zealand ShakeOut 2012: Final Report April 2013
39
The majority of people who were observed were at work, either for a business or government
organisation.
Nearly 500 people answered that they would allow researchers to contact them in the future. This
provides an opportunity for following up the long-term effects of New Zealand ShakeOut.
7.2. Survey to CDEM Groups and partner agencies
A New Zealand ShakeOut survey was developed and sent to CDEM Group contacts and partner agencies shortly
after the earthquake drill. The survey was developed to ascertain views on the planning of the campaign, the
use resources and whether or not there should be a future campaign. 142 surveys were completed. The results,
and key observations, are as follows:
Question 1: Please indicate what type of organisation you are working for. Key observation: The main organisation represented in this survey is Local Authorities.
Organisation Response Per cent Response Count
Local Authority 60.6 80
Government Agency 21.2 28
Emergency Services .8 1
Lifeline Utility 2.3 3
Non-Government Organisation 3.8 5
Health & Disability Sector 4.5 6
Business 6.8 9
Other 6.8 9
Response Count Total 132
Question 2: Please select the region that best describes the geographical area that your organisation’s role(s) cover. Key observation: The majority of organisations represented in this survey cover the Waikato and Wellington
regions.
Region Response Per cent Response Count
Northland 2.8 4
Auckland 8.5 12
Waikato 16.2 23
Bay of Plenty 3.5 5
Gisborne .7 1
Hawke’s Bay 2.1 3
Taranaki 4.2 6
Manawatu-Wanganui 2.8 4
Wellington 16.2 23
Nelson Tasman 8.5 12
Marlborough 2.1 3
West Coast 2.1 3
Canterbury 7 10
Otago 7 10
Southland 3.5 5
New Zealand ShakeOut 2012: Final Report April 2013
40
Chatham Islands .7 1
Nationwide 7.7 11
Other 4.2 6
Response Count Total 142
Question 3: Please select the option that describes the extent to which you agree or disagree with the following statements (about the planning of New Zealand ShakeOut). Key observations:
86.3 per cent of the survey responders felt that the ShakeOut planning at the national level went well (a
further 6.8 per cent didn’t know).
70.4 per cent of the survey responders felt the ShakeOut planning at the CDEM Group level in their
region went well (a further 15.9 per cent didn’t know).
75 per cent of the survey responders felt the ShakeOut planning in their city/district went well (a further
12.9 per cent didn’t know).
93.2 per cent of the survey responders felt the ShakeOut planning in their organisation went well (a
further 1.5 per cent didn’t know).
58 per cent of the survey responders felt the New Zealand ShakeOut national planning team was
approachable (a further 27.5 per cent didn’t know).
47.9 per cent of the survey responders felt the New Zealand ShakeOut national planning team
responded to queries in a timely manner (a further 36.2 per cent didn’t know).
Question 1
(Strongly
agree)
2. 3. 4
(Neutral)
5. 6. 7
(Strongly
disagree)
Don’t
know
Response
Count
The ShakeOut
planning at the
national level went
well
43.9%
(58)
35.6%
(47)
6.8%
(9) 4.5% (6)
0.8%
(1)
0.8%
(1) 0.8% (1)
6.8%
(9) 132
The ShakeOut
planning at the
CDEM Group level in
my region went well
27.3%
(36)
33.3%
(44)
9.8%
(13)
7.6%
(10)
3.0%
(4)
1.5%
(2) 1.5% (2)
15.9%
(21) 132
The ShakeOut
planning in my
city/district went
well
25% (33) 37.1%
(49)
12.1%
(16) 6.1% (8)
4.5%
(6)
2.3%
(3) 0.0% (0)
12.9%
(17) 132
The ShakeOut
planning in my
organisation went
well
36.8%
(49)
46.6%
(62)
9.8%
(13) 3.0% (4)
0.8%
(1)
0.8%
(1) 0.8% (1)
1.5%
(2) 133
The New Zealand
ShakeOut national
planning team was
approachable
32.8%
(43)
22.1%
(29)
3.1%
(4)
14.5%
(19)
0.0%
(0)
0.0%
(0) 0.0% (0)
27.5%
(36) 131
The New Zealand
ShakeOut national
planning team
responded to
queries in a timely
28.3%
(36)
15.7%
(20)
3.9%
(5)
15.7%
(20)
0.0%
(0)
0.0%
(0) 0.0% (0)
36.2%
(46) 127
New Zealand ShakeOut 2012: Final Report April 2013
41
manner
Response Count Total 133
Question 4: Please select the option that describes the extent to which you agree or disagree with the following statements (about the New Zealand ShakeOut website). Key observations:
73.8 per cent of the survey responders felt that the New Zealand ShakeOut website was easy to
navigate (a further 9.5 per cent didn’t know).
79.1 per cent of the survey responders felt that the New Zealand ShakeOut website content was useful
(a further 9.7 per cent didn’t know).
Question 1
(Strongly
agree)
2. 3. 4
(Neutral)
5. 6. 7
(Strongly
disagree)
Don’t
know
Response
Count
The New Zealand
ShakeOut website is
easy to navigate
27.8%
(35)
35.7%
(45)
10.3%
(13)
12.7%
(16)
3.2%
(4)
0.8%
(1) 0.0% (0)
9.5%
(12) 126
The New Zealand
ShakeOut website
content is useful
36.3%
(45)
32.3%
(40)
10.5%
(13)
10.5%
(13)
0.0%
(0)
0.0%
(0) 0.8% (1)
9.7%
(12) 124
Response Count Total 126
Question 5: Please select the option that describes the extent to which you agree or disagree with the following statements (about the Get Ready Get Thru website). Key observations:
76.8 per cent of the survey responders feel that the Get Ready Get Thru website is easy to navigate (a
further 12 per cent didn’t know).
79.2 per cent of the survey responders feel that the Get Ready Get Thru website content is useful (a
further 11.2 per cent didn’t know).
Question 1
(Strongly
agree)
2. 3. 4
(Neutral)
5. 6. 7
(Strongly
disagree)
Don’t
know
Response
Count
The Get Ready Get
Thru website is easy
to navigate
28.8%
(36)
34.4%
(43)
13.6%
(17)
10.4%
(13)
0.0%
(0)
0.8%
(1) 0.0% (0)
12%
(15) 125
Get Ready Get Thru
website content is
useful
35.2%
(44)
32.8%
(41)
11.2%
(14)
8.8%
(11)
0.0%
(0)
0.8%
(1) 0.0% (0)
11.2%
(14) 125
Response Count Total 125
Question 6: A large number of resources were created for participants to use in the lead-up to New Zealand ShakeOut. Please indicate which resources you used (tick as many as required). Key observation:
The top 5 resources used by survey responders were -
1. ‘Participation guidelines for Civil Defence Emergency Management Groups’
2. ‘Countdown to ShakeOut for Organisations’
New Zealand ShakeOut 2012: Final Report April 2013
42
3. ‘Web banners’
4. ‘Triggering the ShakeOut will the civil defence ‘sting’ and sample voiceover broadcast scripts’
5. ‘Observer information and evaluation form for evaluating the drop, cover and hold drill at 9:26-26:9’
Resource Response Per
cent
Response Count
Participation guidelines for Civil Defence Emergency Management
Groups 45.2% 52
Champions guideline 16.5% 19
One million people doing an earthquake drill? How you can help 29.6% 34
Countdown to ShakeOut for Organisations 43.5% 50
"Get Ready Get Thru" planning guide for small businesses 17.4% 20
Triggering the ShakeOut will the civil defence ‘sting’ and sample
voiceover broadcast scripts 40.9% 47
Observer information and evaluation form for evaluating the drop, cover
and hold drill at 9:26-26:9 40.0% 46
Post-drill workplace discussion sheet 36.5% 42
Posters 77.4% 89
Customer flyers for various category groups 27.0% 31
Web banners 41.7% 48
Additional graphics and logos 27.0% 31
New Drop, Cover and Hold Advertising Campaign links to TV
advertisements 27.8% 32
New Drop, Cover and Hold Advertising Campaign links radio
advertisements 15.7% 18
Online Resources – GNS earthquake video 13.9% 16
Online Resources – Why Drop, Cover and Hold video 25.2% 29
Colouring in Pictures for children 14.8% 17
Facebook Timeline Banner images 8.7% 10
Online advertisements 10.4% 12
Desktop backgrounds and screensavers 13.0% 15
Response Count Total 115
Question 7: Please select the option that describes the extent to which you agree or disagree with the following statements (about communication methods). Key observations:
71.3 per cent of the survey responders felt that the New Zealand ShakeOut update newsletters were
useful (a further 13.9 per cent didn’t receive or didn’t know).
65.2 per cent of the survey responders felt that the New Zealand ShakeOut updates in E Bulletin were
useful (a further 21.5 per cent didn’t receive these or didn’t know).
48.2 per cent of the survey responders felt that New Zealand ShakeOut updates in Impact magazine
were useful (a further 35.3 per cent didn’t receive these or didn’t know).
59.4 per cent of the survey responders felt that New Zealand ShakeOut updates in Impact magazine
were useful (a further 17.8 per cent didn’t receive these or didn’t know).
New Zealand ShakeOut 2012: Final Report April 2013
43
Question Did not
receive
1
Strongly
agree
2. 3. 4
Neutral
5. 6. 7
Strongly
disagree
Don’t
know
Response
Count
The New
Zealand
ShakeOut
update
newsletters
were useful
4.9%
(6)
34.4%
(42)
30.3%
(37)
6.6%
(8)
10.7%
(13)
.8%
(1)
1.6%
(2)
1.6%
(2)
9%
(11) 122
The New
Zealand
ShakeOut
updates in E
Bulletin were
useful
9.9%
(12)
25.6%
(31)
28.9%
(35)
10.7
%
(13)
9.9%
(12)
0%
(0)
1.7%
(2)
1.7%
(2)
11.6
%
(14)
121
The New
Zealand
ShakeOut
updates in
Impact
magazine were
useful
17.2%
(20)
19.8%
(23)
22.4%
(26)
6%
(7)
13.8%
(16)
.9%
(1)
.9%
(1) .9% (1)
18.1
%
(21)
116
The New
Zealand
ShakeOut email
updates (sent
to the
individuals who
registered their
organisation)
were useful
6.8%
(8)
35.6%
(42)
22.9%
(27)
6.8%
(8)
11.9%
(14)
.8%
(1)
1.7%
(2)
2.5%
(3)
11%
(13) 118
Response Count Total 124
Question 8: Please select the option which describes the extent to which you agree or disagree with the following statements (about social media use). Key observations:
20.8 per cent of survey responders felt that the NZ Get Thru Facebook page was useful (a further 56.8
per cent didn’t know).
6.4 per cent of survey responders felt that the NZ Get Thru twitter posts were useful (a further 68.5 per
cent didn’t know).
Question 1
(Strongly
agree)
2. 3. 4
(Neutral)
5. 6. 7
(Strongly
disagree)
Don’t
know
Response
Count
The NZ Get Thru
Facebook page was
useful
4% (5) 8%
(10)
8.8%
(11)
19.2%
(24)
1.6%
(2)
.8%
(1) .8% (1)
56.8%
(71) 125
The NZ Get Thru 1.6% (2) 1.6% 3.2% 20.2% 2.4% 1.6% .8% (1) 68.5% 124
New Zealand ShakeOut 2012: Final Report April 2013
44
twitter posts were
useful
(2) (4) (25) (3) (2) (85)
Response Count Total 125
Question 9: Please select the option which describes the extent to which you agree or disagree with the following statements (about the effectiveness of New Zealand ShakeOut). Key observations:
94.2 per cent of survey responders felt that New Zealand ShakeOut was effective in increasing the
public’s preparedness for earthquakes (a further 2.4 per cent didn’t know).
93.4 per cent of survey responders felt that the New Zealand ShakeOut campaign was successful overall
(a further 1.6 Per cent didn’t know).
Question 1
(Strongly
agree)
2. 3. 4
(Neutral)
5. 6. 7
(Strongly
disagree)
Don’t
know
Response
Count
The New Zealand
ShakeOut was
effective in
increasing the
public’s
preparedness for
earthquakes
52% (64) 33.3%
(41)
8.9%
(11) .8% (1)
.8%
(1)
0%
(0) 1.6% (2)
2.4%
(3) 123
The New Zealand
ShakeOut campaign
was successful
overall
47.5%
(58)
38.5%
(47)
7.4%
(9) 1.6% (2)
.8%
(1)
.8%
(1) 1.6% (2)
1.6%
(2) 122
Response Count Total 123
Question 10: Shall we run the New Zealand ShakeOut campaign again? Key observation:
95.9 per cent of survey responders would like the New Zealand ShakeOut campaign to be repeated, with
the majority wanting it to be held annually.
Resource Response Per
cent
Response Count
No 4.1% 5
Yes, annually 39.0% 48
Yes, every 2 years 31.7% 39
Yes, every 3 years 18.7% 23
Other (please specify) 6.5% 8
Response Count Total 123
New Zealand ShakeOut 2012: Final Report April 2013
45
8. Recommendations
8.1. Recommendations for further earthquake preparedness information
The New Zealand ShakeOut campaign highlighted a number of gaps in current information available and
accessible to the New Zealand public. Therefore the following recommendations are being made:
1. It is recommended that detailed advice on what to do before, during and after is developed for a wide
range of scenarios not yet considered on the Get Thru website. For example, what to do if you work on a
construction site, in a warehouse situation, industrial kitchen, preschool nursery etc. A lot of questions
arose for these specific locations and it would be useful to have this information available on the Get
Thru website.
2. It is recommended that guidance be developed on what to do if you are in an earthquake prone building
during an earthquake, and that this guidance is made available on the Get Thru website. Although the
right actions to take will be the same as in non-earthquake prone buildings, there appears to be a need
for specifically stating the advice for earthquake prone buildings.
8.2. Recommendations for future New Zealand ShakeOut campaigns
Overall, the approach taken by the New Zealand ShakeOut Coordinators, Planning Team, and CDEM Groups to
New Zealand ShakeOut worked very well. In addition to following this approach for future New Zealand
ShakeOut campaigns, the following recommendations are being made:
3. That a New Zealand ShakeOut campaign is held on a regular basis, as done in the United States, Canada,
and other participating countries and regions. While an annual drill would be the preference, resource
constraints and the need to also focus on other hazards and exercise types are acknowledged. It is
therefore recommended that the next New Zealand ShakeOut be held in 2015 and there-after every
three years (to be reviewed after each campaign). This recommendation will be put to the National
Exercise Programme Governance Group in August 2013.
4. That two staff from MCDEM/DIA are assigned on a full time basis to organise any future New Zealand
ShakeOut campaign.
5. That tsunami awareness and preparedness is brought into future New Zealand ShakeOut campaigns, so
that people in coastal communities at the time of an earthquake are also aware of the tsunami risk.
6. That Participation Guidelines for CDEM Groups are provided to CDEM Groups at least one month ahead
of the launch date of a New Zealand ShakeOut campaign.
7. That a Lifelines category be included as a category group in future New Zealand ShakeOut campaigns.
Some lifeline organisations felt they did not fit into any of the category groups established.
8. That for future ShakeOut campaigns, a strong emphasis is placed upon CDEM Groups organising
community events in their region. For the 2012 New Zealand ShakeOut, there were a lot of enquiries
from members of the public about what was happening on the day and how they could join in an
earthquake drill in their community.
9. That more specific guidance on what people should do on the day of a New Zealand ShakeOut
earthquake drill be developed. It is recommended that the approach taken by California, with Drill
Manuals outlining different levels of participation, be considered.
10. That specific guidance on how long people should Drop, Cover and Hold during the earthquake drill
should be developed.
11. That specific guidance on how to trigger and finish an earthquake drill be developed.
New Zealand ShakeOut 2012: Final Report April 2013
46
12. That a large emphasis be placed on advocating New Zealand ShakeOut campaigns in the workplace.
Approximately 50 per cent of people heard about the campaign at work, which highlights the key role
that work places play in educating adults about appropriate actions to take before, during and after
earthquakes. An appropriate avenue would be through Health and Safety teams.
13. That New Zealand ShakeOut Coordinators work with the Office for Disability Issues and the Disabled
Persons Assembly when creating resources for New Zealand ShakeOut in order to ensure they are in an
accessible format for those with disability issues.
14. That New Zealand ShakeOut Coordinators comply with New Zealand Government Web Standards when
creating a New Zealand ShakeOut website (www.webtoolkit.govt.nz). This will help ensure that the
website is in an accessible format for those with disability issues.
15. That for future ShakeOut campaigns, the New Zealand ShakeOut Coordinators record, in detail, key
events along the way in order to make it easier for reporting purposes. Although this was done during
the 2012 campaign, greater detail would have been better.
16. That New Zealand ShakeOut links are put up on the earthquake and tsunami hazard pages of the Get
Ready Get Thru website as soon as a New Zealand ShakeOut website is launched. This will ensure that
people who visit these pages are aware of the earthquake drill.
9. Conclusion In conclusion, the New Zealand ShakeOut campaign was extremely successful. A huge amount of time and
effort from Civil Defence Emergency Management Groups and partner agencies went into driving the campaign
and as a result, there was a very positive reaction from the New Zealand public. This is best demonstrated by
the high level of participation in the drill (approximately 30 per cent of the country’s population) and by
feedback received by participants. This feedback indicates that the aim of New Zealand ShakeOut was achieved
– those who participated became better prepared to Get Thru an earthquake.
95.9 per cent of people who responded to a survey sent out to CDEM Groups and partner agencies following
the campaign, indicated that they would like New Zealand ShakeOut to be repeated, with the majority wanting
it to be held annually. While an annual drill is recommended, resource constraints and the need to focus on
other hazards are acknowledged. With this in mind, the next New Zealand ShakeOut is proposed to take place
in 2015. This proposal will be discussed at the next National Exercise Programme meeting in August 2013.
New Zealand ShakeOut 2012: Final Report April 2013
47
10. Acknowledgements The New Zealand ShakeOut Coordinators, along with the Director of Civil Defence, would like to acknowledge
the tremendous amount of assistance provided by the following individuals and agencies throughout the life of
the New Zealand ShakeOut campaign:
Mark Benthien, John Marquis and other staff at the Southern California Earthquake Center at the
University of Southern California
The former Minister of Civil Defence, Hon Chris Tremain
Department of Internal Affairs staff including staff from the Ministry of Civil Defence & Emergency
Management
Members of the New Zealand ShakeOut Planning Team
o Greater Wellington Regional Council
o Auckland Council
o Tauranga City Council
o Hamilton City Council
o Ministry of Social Development
o Ministry of Education
o Ministry of Health
o Department of Prime Minister and Cabinet
o New Zealand Defence Force
o New Zealand Police
o New Zealand Fire Service
o GNS Science
New Zealand Government Agencies
New Zealand Businesses
New Zealand public who participated in New Zealand ShakeOut
A list of all those who participated in New Zealand ShakeOut can be viewed at
http://www.shakeout.govt.nz/participants.php?start=All
New Zealand ShakeOut 2012: Final Report April 2013
48
11. References Becker, J.S. 2012, Increasing household preparedness for earthquakes: Understanding how individuals make
meaning of earthquake information and how this relates to preparedness, PhD. Thesis, Massey University. Blakely, J., Chen, N. & Kaplan, M. 2009 An Evaluation of the First Great California ShakeOut: A report about the
impact of a unique disaster-preparedness communication campaign, The Norman Lear Center, University of Southern California, Los Angeles
Colmar Brunton 2012, Ministry of Civil Defence & Emergency Management: Campaign Monitoring Research,
Wellington.
New Zealand ShakeOut 2012: Final Report April 2013
49
12. Appendices
New Zealand ShakeOut 2012: Final Report April 2013
50
12.1. Appendix 1: Website information gathering plan template
This website plan is based on The Great California ShakeOut website (www.shakeout.org)
Page Page section Section content requirement Information source Main contact Required by Complete (Y/N)
HOME PAGE
WHY
PARTICIPATE?
WHO IS
PARTICIPATING?
HOW TO
PARTICIPATE
SHAKEOUT
RESOURCES
MEDIA CENTRE
NEWS AND
EVENTS
PARTICIPANT
LOGIN
PARTNERS
CONTACT US
Colour key for contacts
Name #1 Name #2 Name #3 Name #4 Name #5
New Zealand ShakeOut 2012: Final Report April 2013
51
12.2. Appendix 2: New Zealand ShakeOut website – testing plan and record of issues
The following table represents the different pages and page sections of the New Zealand ShakeOut website. The section content column contains an overview of what
should be available on each page. Issues are to be recorded next to the relevant sections.
General Issues
Page Page section Section content Issues
HOME PAGE
WHY
PARTICI-PATE?
WHO IS PARTICI-
PATING?
HOW TO PARTICIPATE
RESOURCES
MEDIA CENTRE
NEWS AND EVENTS
SHARE THE SHAKEOUT
PARTICIPANT LOGIN
PARTNERS
CONTACT US
OTHER SHAKEOUTS
New Zealand ShakeOut 2012: Final Report April 2013
52
12.3. Appendix 3: Example of a New Zealand ShakeOut newsletter
