We Know What We Want Them To Do, But How Do We Tell Them? Public Education


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Speakers:  Mary Schoenfeldt, Public Education Coordinator, City of Everett Office of Emergency
 Rebekah Green, Associate Director, Resilience Institute
 CJ Huxford, Project Coordinator, Resilience Institute
 Riley Grant, Project Coordinator, Resilience Institute
Public Education Campaigns come and go. Some are good, even great, but if we don‟t deliver the
message correctly, no one really hears us. The message is only as good as the messenger. Everett
Office of Emergency Management, Snohomish County, and Western Washington University teamed up
to research the effectiveness of Who Depends on You, Are You Prepared for Disaster? And, they found
some interesting results. For instance, in some areas more people have plans for their pets than for their
children. Does that tell us about parents or about our messaging? Does our message catch the attention of those with a high school education more than those with a college education? Is our message missing
important recipients? Come hear the results of the research, discuss their meaning, and participate to
help us design message delivery systems that work. If a public education message falls in the forest and
no one is listening…

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We Know What We Want Them To Do, But How Do We Tell Them? Public Education

  1. 1. Or, If a Public Education Message Falls In The Forest, But No One Is Listening….
  2. 2.  Mary Schoenfeldt, Public Education Coordinator, Everett Office of Emergency Management Rebekah Green, Resilience Institute, WWU Riley Grant, WWU CJ Huxford, WWU
  3. 3.  Small groups Brainstorm answers to question on next slide… lid
  4. 4.  Do your teeth hurt? Peer Pressure? It’s become unpleasant to have fur on your teeth? Your love life will suffer?
  5. 5.  We’d all eat vegetables, cut down on salt, stay away from fatty foods, get enough sleep, f f tt f d t h l exercise regularly, drive the speed limit, not work too much, take our vacations, stay , , y home when we’re sick and wash our hands frequently. Hummm… now on to Motivation…
  6. 6.  Alarm went off and you jumped out of bed with excitement… yelling… excitement yelling YIPPEE….I can’t wait for another day of sitting in a cold/hot stuffy room in uncomfortable chairs too close to people I don’t know listening to someone speak about something I already know something about and might even be able to do a better job of presenting so I hope it is at best interesting but know that at worse it might be very boring.
  7. 7.  Guilt G l Accountability Anticipation of g p good outcome Responsibility to self Responsibility to others
  8. 8.  Image Peer Pressure Responsibility
  9. 9.  Insurance Dental Hygiene Preventive Medicine Car Maintenance Skil Corporation H1N1 H d W hi Hand Washing
  10. 10.  Peer Pressure… everyone one else is doing it and if I don’t, people will notice Frequent Media Reminders… Stories and PSA’s Signs in Public Places specifically ASKING you to use Hand Sanitizer, Wash, Cover Your Cough Messaging was simple, visual and coming from multiple “voices” voices Education of the risk to me and others
  11. 11. WHO DEPENDS ON YOU ? Are You Prepared For A Disaster?Make sure you are p p y prepared so y you can take care of them. THEY NEED YOU
  12. 12. I can take care k of myself My kidsI only have will take myself to care of my f be grandkidsconcerned about I’ll do it later
  13. 13.  Research Focus ◦ Is the WDOY campaign reaching targeted communities? ◦ Is the WDOY increasing protective behavior? Three locations Three stage approach ◦ 324 pre survey ◦ Campaign ◦ 304 post survey 6/1/2011 16
  14. 14. Who would you immediately be concerned about most if a majordisaster like an earthquake, flood, fire or major storm happened rightnow?•Greatest concern for childrenand spouses Everett Tulalip Sultan•Pets a big concern in Sultan Young Child(ren) in home 34.3% 57.6% 54.8%and Everett Spouse or Significant Other 37.4% 30.5% 65.4% Pets 26.3% 17.8% 50.0%•Sultan respondents withwidest network of concern Other Immediate or Extended  19.2% 26.3% 46.2% family living elsewhere• Other concerns – neighbors, Grown Children living  22.2% . % 23.7% 35.6% 3.7%elderly church members, elsewheregrandchildren, those with Self 23.2% 16.1% 35.6%wood stoves and those inhazard zones 6/1/2011 17
  15. 15. How difficult would the following situations be for your household?• High concern over loss of water, Situation Everett Tulalip Sultanpower and roads Loss of water for 1 week High High High• Only moderate concern over Loss of power for 1 week High High Midloss of phone communication, Widespread road closures to  Mid High High vehicles for 2 weekshospitals, grocery stores Loss of income for 2 weeks Mid High Mid Jammed telephone and • Low concern over school cellular lines for 2 days Mid Mid Midclosures, even for families with Closure of restaurants and  Mid Mid Midchildren grocery stores for 1 week Pharmacy closures and  limited hospital service for 2  Mid Mid Mid week Loss of ATM and banking  Mid Mid Mid services for 1 week School closure for 1 month Low Low Low 6/1/2011 18
  16. 16. • Familiarity with the campaign 25%increased from fall to spring 20% - Greatest increase in Sultan 15% - Lowest familiarity in Tulalip Fall Spring 10% 5% 0% E tt Everett T l li Tulalip S lt Sultan 6/1/2011 19
  17. 17. • More renters than homeownersnoticed and remembered thecampaign Renter buses and billboards Owners community events• Familiarity highest for those withhigh school education or equivalent 6/1/2011 20
  18. 18. • Campaign mosteffective at getting ff i irespondents to thinkabout and discusshousehold disasterpreparedness•Campaign leasteffective at gettingrespondents to act andin catching theirattention6/1/2011 21
  19. 19. • More effective in Everett• More effective with those having a high school education• More effective with pet owners than non-pet owners6/1/2011 22
  20. 20.  Notable difference in behavior between those familiar and unfamiliar with WDOY f ili d f ili ith Familiarity with the WDOY  Campaign Preparedness  Preparedness Actions No Yes IncreaseFamily Emergency  Plan 26.3% 58.7%  32.4%  Battery operated  radio 63.4%  83.0%  19.6% Out of area contact 31.6%  46.8%  15.2%  Extra copies of documents ready  36.4%  55.3%  18.9%  to grab and go 6/1/2011 23
  21. 21.  Notable difference in behavior between pet owners familiar with WDOY f ili ith Pet Owners Familiarity with the  WDOY Campaign Preparedness  Actions No (N=114) Yes  (N=33) Increase Extra emergency  27.0% 27 0% 51.5% 51 5% 24.5%  24 5% supplies for pet Designated  person to  35.7% 42.4% 6.7%  provide care for  pet 6/1/2011 24
  22. 22.  What groups do we want to reach? ◦ Families with Young Children ◦ Pet Owners ◦ Young Professional/College Age ◦ Rural Families ◦ Non English Speaking ◦ ?
  23. 23.  Key Questions to answer… What matters to them? Key concerns, key vulnerabilities, vulnerabilities what are they afraid of How do they get information? What images are most/least appealing? What do we want to avoid with this group?
  24. 24.  How can we use this to develop or deliver more effective messages?
  25. 25. www.whodependsonyou.com www.wwu.edu/huxley/resilience
  27. 27.  Why did HE get up this morning when the alarm went off?
  28. 28. Prepared for Snohomish County Emergency Management by Western Washington University, y g y, Resilience InstituteDr. Rebekah Green, Ril GD R b k hG Riley Grant, and CJ H f d of the R ili d Huxford f h Resilience Inst. Mary Schoenfeldt, SnoCo EM 6/1/2011 33
  29. 29.  Convenience Sample Locations View Survey Tulalip Sultan Ridge/Madison Total •Door t d D to door – E l •Employee- •Sultan Hi h S lt High 33 emailing list – School •Staples booth on 50 Winterfest - Pre Evergreen Way- •Tribal craft fair 105 324 Survey 67 and dividend distribution - 69 •Alberstons •Employee email •Community Post booth on list - 106 Fair -99 304 Survey Evergreen Way - 99 Subtot 199 225 204 628 al 6/1/2011 34
  30. 30.  Study area characteristics Everett Tulalip Sultan ◦ Predominantly homeowners, especially Tulalip and Sultan Place of residence owned by occupier 49% 73.8% 64.8% ◦ A tenth to a quarter had children in household generally household, 19.6% 4.8% 18.3% 0‐25K 0 25K 1 infant, highest in Tulalip Household Income 27.5% 30.6% 15.1% 25‐50K ◦ A tenth had persons with disabilities in household, highest 50‐100K 24.5% 41.9% 29.0% in Everett and T l li i E d Tulalip H 13.7% 11.3% 14.0% ◦ Over 2/3 had pets in household, +100K especially Sultan Average people per household 2.8 3.4 2.8 ◦ High tribal affiliation in Tulalip g p Average number infants (0‐5)*  g ( ) 1.2 1.2 1.1 Average number of mature adults* 1.3 1.5 1.1 Average number persons with disabilities* 1.6 1.7 1.0 Average number of pets needing care in emergency* 2.4 2.3 3.0 5.3% 78.9% Tribal affiliation 7.5% 6/1/2011 35
  31. 31. Stored food and water - 90% one week of food - 23% no stored water -25% one to two days water Other preparedness actions or supplies generally low80%60%40%20% 0% Family plan Battery Out of area Important docs Flood Earthquake operated radio contact in grab and go insurance insruanceHalf of pet owners had emergency supplies and planfor petsA quarter of households with infants, disabled orelderly had supplies and plans 6/1/2011 36
  32. 32.  Little changes in behavior between pre and post survey respondents Important documents ready to grab and go, g g , increased from 28%-38% 45% increase in WDOY website traffic, Feb to June 6/1/2011 37