california’s earthquake preparedness problem, … benthien california's... · california’s...
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California’s Earthquake Preparedness Problem, Challenge and Solution
Christopher NanceChief Communications Officer
California Earthquake Authority
Mark BenthienDirector of Communication, Education and Outreach
Southern California Earthquake CenterExecutive Director,
California Earthquake Country Alliance
Seismic Risk Mitigation Leadership ForumSan Francisco, California
May 2-3, 2011
California has an earthquake-preparedness
problem!
Linda Bourque, Ph.D.
University of California at Los Angeles
Dennis Mileti, Ph.D.
University of Colorado at Boulder
Earthquake Preparedness Research Experts
• Produced baseline data describing how prepared California residents are for earthquakes and where they get their information about preparedness and mitigation.
Primary Funders –
California Seismic Safety Commission (CSSC)
California Emergency Management Agency (CalEMA)
2008 Survey Led by Dr. Bourque
• California residents are exposed to numerous ongoing programs and recommended actions designed to increase household earthquake preparedness and mitigation.
• Most of the actions Californians have taken are simple preparations; relatively few households have acted to mitigate losses and reduce injuries.
• Over 80% of California residents have collected information about earthquake preparedness from TV anchors or reporters and, to a lesser extent, radio hosts or reporters (58.6%), schools (54.1%), and friends and relatives (50.6%).
2008 Survey Results
• Intuition has most frequently been used as the basis for developing the content and dissemination of earthquake preparedness and mitigation programs in California; evidence-based knowledge about how to motivate people to get ready has been underutilized.
• Messages on earthquake preparedness and mitigation developed specifically for dissemination in California have low market penetration.
2008 Survey Results, continued
• Disseminate a standardized message to households about earthquake preparedness and mitigation.
• Coordinate the content and dissemination efforts of information providers so that they constitute an ongoing stream of communication across time and targets.
2008 Survey Recommendations
Standardized Message
Redwood Coast
Bay Area Central Coast
Southern California
• Mega-study on public readiness.
• Most people don’t perceive risk to high-consequence, low-probability events.
• They perceive personal safety from nature’s fury and other disaster types.
• And they’re right…most of the time.
Primary Funder –
U.S. Department of Homeland Security
2009 Study Led by Dr. Mileti
Two key factors that drive public action:
• “Received” information from multiple sources, over multiple channels, about actions to take, how to cut losses, and is consistent across messages.
• “Observed” information through clues, watching others take actions.
2009 Study Results
• Don’t try to motivate the public with increased probabilities.
• Convince groups to stop providing unique messages, branded messages work best.
• Provide information from as many different sources as possible.
• Distribute the same information over many and diverse channels.
• It’s better to communicate over time; not just for a day or a week.
2009 Study Recommendations
• Covered process to motivate public readiness
• Didn’t cover content (exactly what to say) and style (how it’s presented)
2009 Study Didn’t Cover Everything
YIKES! More work to do!
California earthquake-preparedness stakeholders now know
the process to “motivate” public readiness.
But California earthquake-preparedness
stakeholders remain challenged on exactly
what to say.
Primary Funders –
California Earthquake Authority (CEA), and;
• Retained Harris Interactive (HI) to identify and understand the underlying earthquake- preparedness needs and motivations for California residents.
• Developed a communications template, or map, depicting the decision-making thought process that have provided a blueprint for action.
• Retained Ogilvy Public Relations to assist with creative treatment for research result.
CEA-led Research Study
U.S. Department of Homeland Security grant sought through
California Emergency Management Agency (CalEMA)
• We know that people will allow themselves to be persuaded with rational arguments about specific and salient features of messages and the functional benefits associated with them, but California residents are more likely to be motivated to act when these arguments tap into their emotions and personal values.
• The most effective messages complete the linkages between the tangible components of the benefit being offered and the person.
• Stated another way – the fundamental premise of strategic positioning is that you “persuade by reason and motivate through emotion.”
Harris Interactive Study Foundation
Communicate THROUGH the brain TO the heart for ACTION!
• Sought to answer questions about the relationships between California residents and issues that are impossible to answer using traditional survey research or focus group techniques.
• Provided an understanding of how consumers link the attributes of the earthquake-preparedness issue with their own functional, emotional and personal values.
Harris Interactive Study Design
Harris Interactive Summary Map
Harris Interactive Summary Map
• It’s my responsibility to take steps to protect my family or me and prepare for the event of an earthquake.
• Being prepared for an earthquake will help my family or me survive and recover.
• Being prepared for an earthquake is important to keeping my family or me safe and secure.
• Being prepared for an earthquake will help my family or me be ready to react when it happens.
• Taking steps to protect my family or me from an earthquake helps me be in control.
Harris Interactive Top-Line Statements
• “Preparing for the next damaging earthquake can help you survive and recover.”
• Execution to evoke “responsibility” as appropriate.
• Creative mantra TBD.
Draft Message Summary Statement
You paid how much for that summary statement?I could have told you that!
Harris Interactive Summary Map
California earthquake-preparedness
stakeholders now have a message solution!
Now how do we run with a standardized message?
Earthquake Country Alliance (ECA)• Statewide coalition of
earthquake and preparedness organizations and advocates
– SCEC, USGS, CalEMA, FEMA, CEA, Red Cross, Caltech, State Farm, and others
• Builds upon years of research in science and preparedness
• Identifies and integrates resources
• Creates and coordinates programs including the Great California ShakeOut
www.earthquakecountry.org
ECA already seeking to do what the doctors ordered:
• Standardizing (branding) the message.
• Deriving synergies from coordinating distribution of content.
• Distributing content from many sources and through many channels.
• Sustaining communications over time.
ECA Plan-for-Programs
• Introducing information through summary message:
“Preparing for the next damaging earthquake can help you survive and recover.”
• Executing programs to evoke “responsibility” as appropriate.
• Organizing supporting information under three categories: prepare, survive and recover.
ECA Learning to Run with a Branded Message
25
What do people need to know?(Information in Putting Down Roots publication)
ECA Coordinating How to Run with the Branded Message
Totally Unprepared
CEA Marketing Value ProgramShakeOut CEA Residential
Retrofit Program
Earthquake and Tsunami Program
Engaging Individuals and Organizationsin a Common Vision for Resiliency
What is The ShakeOut?
The Great California ShakeOut is an annual statewide earthquake drill on the third Thursday of October
Millions of people practice…
Register today at ShakeOut.org!
ShakeOut Goals
• Participation of millions of people• Participants practice how to protect themselves:
Drop, Cover, and Hold On!• Register at www.ShakeOut.org
• Shift the culture in California about earthquakes• Get people talking with each other about preparedness• Come together around a common vision for a resilient California
• Significant increase in earthquake readiness at all levels• Whole Community: Family, community, school, business, government,
and all others…• Build Resiliency: Our capacity to stabilize and recover quickly
2008: The Great Southern California ShakeOut
• November 12-16, 2008
• Regional earthquake drill on Nov. 13• 5.4 million participants: schools,
families, community groups, businesses, etc.
• Concurrent with statewide “GoldenGuardian” emergency exercise
• 4,000 participants representing more than 100 local, state and federal agencies
• Los Angeles International EarthquakePolicy Conference • 300 participants from over 20 countries
2009: The Great California ShakeOut!
• October 15, 2009
• Statewide earthquake drill for all residents, businesses, schools, organizations… everyone!
• 6.9 million participated• Now will be annual, on the
third Thursday of October
• Learn more at ShakeOut.org
2010 ShakeOut:7.9 million participants
2011 ShakeOut:October 20 @ 10:20 a.m.5+ million already registered
2009 2010K-12 Schools 5,024,651 5,498,047
Districts 4,475,522 4,919,027Private 170,941 197,637
Colleges 994,286 1,274,314
Organizations 882,057 1,124,611
Individuals 15,973 17,420
ShakeOut Participation
• 97% of survey respondents said they would participate every year
• 51% practiced other aspects of their plan
• 66% used drill planning resources on the ShakeOut.org website
• 80% tried to get others to participate
Survey of Individual/Family Registrants
Survey of 2008 Organizations (1 year later)
If your organization participated in the 2008 Southern California ShakeOut, did it lead to you making improvements in these areas?
• Your Organization’s Disaster Plan, policies or procedures 61%• Reducing your physical exposure to risks 37%• Developing your preparedness to respond 62%• Seeking needed training 33%• Devoting more time to emergency planning 44%• Devoting more funds to emergency planning 12%• Educating staff for disaster prevention 71%• Involving staff more in disaster planning 53%• Encouraging disaster planning at home 64%• It did not lead to making any improvements 4%
ShakeOut: Beyond California
New Zealand’sGreat West CoastShakeOut: 9/18/09
Great GuamShakeOut: 10/21/10
470,000
3,000,000+
110,00038,000
38,000
8,000
Aligned $3 million in CEA programming to co-promote 2008, 2009, and 2010 ShakeOut drills:
• Delivered 125 million paid-media impressions.
• Developed numerous media partnerships to co-promote participation.
• Distributed 1.8 million pieces of direct mail.
• Delivered 6 million impressions through in-store displays.
• Distributed 17,250 preparedness starter kits to consumers.
• Circulated ECA news releases, media advisories and PSAs.
CEA’s Commitment to ShakeOut Support
TV Markets StationsSacramento KOVR, KMAX, KTXLSan Francisco KPIX, KBCWLos Angeles KCBS, KCAL
Radio Market Radio StationsBakersfield KERN, KNZR (KBFP-FM Spanish)Chico KPAY, KFBK, KSTEFresno KMJ (KFSO-FM Spanish)
Los AngelesKFI, KLAC, KNX (KLVE-FM Spanish), KFWB, KMRB (Chinese)
Merced KJSN, KMJModesto KFIV, KJSN, KSTEMonterey-Salinas-Santa Cruz KION, KCBS, KGO (KPRC-FM Spanish)Oxnard/Ventura KFI, KLAC, (KLVE-FM Spanish)Palm Springs KPSI, KFIRedding KQMS, KFBK, KSTERiverside-San Bernardino KDIF, KTDD, KFI, KLAC, (KLVE-FM Spanish)Sacramento KFBK, KSTE, KGO, KSFOSan Diego KGB, KOGO, KFI
San FranciscoKGO, KISQ, KKSF, KNEW, KUFX, KSFO, KVTO (Chinese)
San Jose KGO, KKSF, KNEW, KUFX, KSFOSan Luis Obispo KVEC, KYNS, KMJSanta Barbara KTMS, KFISanta Maria-Lompoc KSMX, KSNISanta Rosa KGO, KNEW, KSRO, KSTE, KSFOStockton KJOY, KFBK, KFIV, KGO, KSTE, KSFOVictor Valley KATJ, KNX, KFI (KLVE-FM Spanish)Visalia-Tulare-Hanford KMJ (KFSO-FM Spanish)
City Newspaper Web sitesContra Costa contracostatimes.comFresno fresnobee.comInland Valley dailybulletin.comLake County record-bee.comLong Beach presstelegram.comLos Angeles dailybreeze.comLos Angeles la.comLos Angeles Latimes.comMarin marinj.comModesto modbee.comMonterey montereyherald.comOakland insidebayarea.comOrange County ocregister.comOroville orovillemr.comPasadena pasadenastarnews.comRed Bluff redbluffdailynews.comRedlands redlandsdailyfacts.comRiverside pe.comSacramento sacbee.comSan Bernardino sbsun.comSan Diego signonsandiego.comSan Francisco sfgate.comSan Gabriel sgvtribune.comSan Jose mercurynews.comSanta Cruz santacruzsentinel.comSilicon Valley siliconvalley.comSolano/Napa Timesheraldonline.comStockton recordnet.comUkiah ukiahdailyjournal.comVacaville thereporter.comVan Nuys dailynews.comWhittier whittierdailynews.comWoodland dailydemocrat.com
ETHNIC PRINTPUBLICATION CITY LANGUAGE
California Advocate Fresno English
Globe Newspaper San Leandro English
L.A. Sentinel Los Angeles English
Sing Tao Daily SF San Francisco Chinese
The World Journal Los Angeles Chinese
Philippine News San Francisco English
Asian Journal - LA Los Angeles English
The Hmong Tribune Fresno Bilingual
Korea Daily -LA Los Angeles Korean
Korea Times - SF San Francisco Korean
El Mensajero San Francisco Spanish
Vida En El Valle Fresno Spanish
EGP News Los Angeles Bilingual
India West San Leandro English
Cali Today San Jose Vietnamese
Viet Bao Orange County Vietnamese
ETHNIC WEB SITESPublication Website Ethnicity
L.A. Watts Times www.lawattstimes.com African American
The Globe www.globenewspapers.com African American
Yo! Youth Outlook www.youthoutlook.org African American
India Currents www.indiacurrents.com Asian-Indian
Carib Press www.caribpress.com Caribbean
Sing Tao www.singtaousa.com Chinese
Asian Journal L.A. www.Asianjournal.com Filipino
The Inquirer www.inquirer.net Filipino
Korean Journal www.koreamjournal.com Korean
Impulso www.impulsonoticias.com Hispanic
Alianza Metropolitan News www.alianzanews.com Latino
Impre Media www.impre.com Latino
La Oferta www.laoferta.com Latino
Silicon Valley De-Bug www.siliconvalleydebug.org Multi
New America Media www.newamericamedia.org Multi
Los Angelese Beez www.labeez.org Multi
Viet Tribune www.viettribune.com Vietnamese
Committed $5 million for first ever annualized 2011 CEA marketing program:
• Three flights of ShakeOut style tactics– paid media, direct mail,
preparedness starter kits– scheduled to run in June, August
and October.
• Generated television and radio news station initiatives.
• Engaging participating insurance company agents.
CEA Marketing Value Program
CEA MVP, continued
Corroborating research studies:
• Social science
• Message
• Branding
• Market
• Policyholder
• Economic
CEA MVP, continued
Sample integration of ECA and CEA branded messages:
• ECA branded message:
– “Preparing for the next damaging earthquake can help you survive and recover”.
• CEA branded message:
– “We’re here to make sure you’ll always have the strength to rebuild”.
• Personal value execution:
– “Working with our network of leading insurance companies, we provide both claim-paying power and expert service. Together, we’ve created an unshakeable foundation with the strength to match your resolve”.
CEA MVP, continued
Related CEA ProgrammingS.637 – The Earthquake Insurance Affordability Act
Problem: Only 1 in 10 homes in California carries earthquake insurance.
Barriers to purchase:
• Perception of risk (social science research).
• Belief that government will “bail me out”.
• Insurance perceived as high cost/high deductible.
S.637– Creates greater value proposition necessary to increase take up:
• “Preparing for the next damaging earthquake can help you survive and recover”.
• Results in approximately $100 million in savings – each year – that the CEA would pass on to policyholders in form of reduced rate and lower deductibles.
Committed $20 million for first-ever statewide residential retrofitting program:
• Facilitated emergency adoption of the first California Building Code for retrofitting existing residential structures.
• Established description of CEA’s Residential Retrofit Program in State Multi-Hazard Mitigation Plan.
• Completed RFQ to identify statewide administrator of consumer incentives and contractor training.
• Nearing completion of joint exercise of powers agreement (JPA) with CalEMA.
• Incorporating “Preparing for the next damaging earthquake can help you survive and recover”.
• Supported passage of state legislation to authorize hiring CEA chief mitigation officer.
CEA Residential Retrofit Brace and Bolt Program
CalEMA / CSSC / CEA “Totally Unprepared” Program
Committed $1 million to joint funding from CalEMA, CSSC and CEA to launch earthquake preparedness program into the social media space:
• Named “Totally Unprepared”.
• “Preparing for the next damaging earthquake can help you survive and recover”.
• (Will be) Producing entertaining videos for viral distribution.
• (Will be) Enticing technology community to produce earthquake preparedness applications.
• (Will be) Hosting stakeholder Web site.
• (Will be) Posting blogs about “Totally Unprepared” videos, apps and Web site.
Earthquake & Tsunami Program
• Awareness & Preparedness Week
• Educational Materials
• K-12 Curriculum
• Web site
• Evacuation Route Road Signs
• On Message (TBD): “Preparing for the next damaging earthquake and tsunami can help you survive and recover”.
Coming Soon
ECA Plan-for-Programs Message Workshops
• San Diego – May 13, 2011
• Los Angeles – May 17, 2011
• Inland Empire – May 18, 2011
• San Francisco – May 19, 2011
• Sacramento – May 20, 2011