Emergency Preparedness Campaign Research and Strategy Overview Presentation by Johns Hopkins Bloomberg School of Public Health Center for Communication Programs Jim Williams – Associate Director May 9, 2006

2 Fear Management Theory Extended Parallel Processing Model Theoretical Framework for Campaign Development Fear can be motivating or incapacitating Two Components in the Model  Perception of Threat determines motivation  Sense of Self Efficacy determines response

3 Communication Campaign Objective: Increase individual self efficacy by persuading residents of the Baltimore region to be better prepared for emergencies by assembling 3 basic home emergency preparedness items: - Portable Radio - Flashlight - –with extra batteries - Water Supply (1 gallon, per person, per day for 3 day minimum)

4 Additional Benefit: Increased individual preparedness will lessen initial burden of first responders Enable them to attend to urgent community situations

5 Quantitative Research WB&A MarkeTrak Survey: Quarterly, multi-client, randomized, telephone study among heads of household Coverage: 6 jurisdictions, proportional to population: Harford County Baltimore County Baltimore CityHoward County Anne ArundelCarroll County Sample n=294; half men, half women Data collection July , 2005

6 Quantitative Findings Half of respondents reported feelings of insecurity Greater concern about manmade versus natural emergencies Only 24% say they are prepared to deal with emergencies Only half believe that individuals have a responsibility for emergency preparedness

7 Quantitative Findings 91% believe having supplies would be helpful. 2/3 say they have some supplies assembled. 1/3 of respondents do not currently have supplies assembled, but are likely to do so now. 1/3 haven’t done so because they haven’t thought about it. 1/5 don’t feel at risk or don’t know what supplies to assemble.

8 1/3 said they do not have these supplies assembled. News about emergencies may be common, but communication is needed to raise awareness and prompt action about emergency preparedness. Barriers to Assembling a Kit

9 Qualitative Research Focus Group Discussions 14 Groups with heads of households 2 - “prepared" groups, mixed gender, Columbia and Towson 12 -“unprepared" groups, separate gender, two per jurisdiction Harford CountyBaltimore County Baltimore CityHoward County Anne ArundelCarroll County 141 participants (79 females and 62 males) Conducted during September, 2005

10 Manmade disasters most concerning –difficult to prepare for because so unpredictable Barriers:  Not knowing what basic supplies to include, lack of perceived threat, denial/‘immunity,’ procrastination Each gender group felt more responsible for assembling a kit.  Women more likely to purchase pre-made kit.  Different price thresholds Qualitative Findings

11 Emergency Supplies are Useful and Very Important to Have Easy/quick to assemble Flashlight/radio and batteries common Adequate water supply more problematic  Maintenance of water supply  Confusion over how much is needed People embrace the idea of an “Emergency Preparedness Kit”, but prefer to keep individual supplies in separate locations

12 Six Strategic Directions Tested Be a Good Citizen Be Less Anxious Be a Good Neighbor Be Concerned Be in Control Be Responsible

13 Be in Control & Be Responsible Most Liked Control  Empowering; increased self efficacy to better cope  Consistent with feelings of confusion, frustration, discomfort Responsible  ‘Taking care of loved ones’, very appealing, emotional  Appropriate  Does not over-promise

14 Additional Input: Tone of message should be informational, not accusatory Use common spokespersons –victims or first responders Include a simple list of items, with pictures Television and newspapers considered most effective media Bring program into the schools and retail stores

Summary Observations

Basic Preparedness Varies 1/3 – Are Ready 1/3 – Think They Are Ready 1/6 – Want To Be Ready 1/6 - Are Disengaged

17 Preparation is Personal Definition of “Emergency” Varies Power Outage to Terrorism Definition of “Preparedness” Varies Flashlight to Generators Need for Clear/Consistent Definition

18 Responsibility to Self and Loved Ones First and Foremost Not to Neighbors, Community, or the Government “Self Preservation Vs. Species Preservation”

19 Self-Efficacy Achievable but contingent on emergency Saw value in having 3 basic items Most people feel capable of getting prepared--some don’t feel/see the need Or don’t know what supplies are needed and how to assemble them—Want a list with pictures

20 Based on Formative Research Findings, A Comprehensive Communication Plan Communication Strategy Campaign Identity /Logo Campaign Theme/Slogan Advertising materials to include: :30 & :10 TV Spots Two print ads :30 radio spot Pre-Test & Finalized All Creative Materials Produce and place materials in all media Plan to extend campaign with retail partners, school programs and governmental agencies. Scope of Work

21 Campaign Launch Today Initial Media Burst - Television (380 Spots) - Newspaper ( 17 papers) - Web site promotion Follow Up Activity - Television - Newspapers - Radio - Web Promotion - Retail Partnerships - School Programs

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