Presentation by: Mark Benthien, Director for Communication, Education, and Outreach, USC - Southern California Earthquake Center

1. Great ShakeOut Earthquake Drills:
Application of the Collective Impact Framework
Mark Benthien
Southern California Earthquake Center @ USC

2. CEO Funding & Development Efforts
• Collaboratory of 800+ scientists at 70+ institutions worldwide, with
headquarters at the University of Southern California (SCEC.org)
• Funded by NSF and USGS to coordinate earthquake system
science, focusing on the ‘natural laboratory’ of California
• Communication, Education and Outreach Program (“CEO”)
– 2017-2022 Theme: Partner Globally, Prepare Locally
– Translates SCEC science via 4 focus areas with overlapping long-term
outcomes
– Applies and evaluates social science approaches for behavior change
Southern California Earthquake Center
Southern California Earthquake Center 2

3. SCEC CEO Focus Areas
Southern California Earthquake Center 3

4. Great ShakeOut Earthquake Drills
• Schools, organizations, and families
practice earthquake safety and other
aspects of their emergency plans
• 2018: 62+ million people worldwide
• 2018 International ShakeOut Day:
October 18
• Learn more and register:
ShakeOut.org
Southern California Earthquake Center 4

5. Southern California Earthquake Center 5
ShakeOut put these findings into practice
People Get Motivated to Prepare When:
Based on research results of Mileti, D., Wood, M., Bourque, L., and others
• They see and hear consistent information about
what to do frequently, in many forms, and from
many sources
• They see others like themselves getting prepared
• They talk about preparedness with people they know
• They learn potential consequences, and how to
avoid them
People are Motivated to Prepare When…

6. Southern California Earthquake Center 6
Collective Impact Framework:
Five Key Elements
1. Common Agenda for change including a shared understanding of the problem and a joint
approach to solving it.
2. Mutually reinforcing activities via a plan of action that outlines roles of each participant.
3. Common Progress Measures across all participants ensures shared measurement for
alignment and accountability.
4. Continuous Communication across the many players to build trust, assure mutual
objectives, and create common motivation.
5. Backbone organization(s) with staff and specific set of skills to serve the entire initiative.
John Kania & Mark Kramer (FSG, Inc.), Stanford Social Innovation Review (Winter, 2011)

7. 1. Common Agenda
Southern California Earthquake Center 7
• ShakeOut was created in 2008 in So.
California, and grown worldwide through strong
partnerships:
• social and physical sciences
• government emergency management at all levels
• private sector organizations
• school safety leaders
• non-profit community groups.
• New regions have joined the ShakeOut
movement each year, adapting their local
messaging into the global ShakeOut
framework.

8. Southern California Earthquake Center 8
Encourage people worldwide
to practice earthquake safety
Shift the culture about
earthquakes and preparedness
Increase earthquake
readiness at all levels
Goals

9. Southern California Earthquake Center 9
Example StatisticsState, Regional, and National Customized Websites
ShakeOut websites are now online in English, Spanish,
French, Italian, and Japanese.

10. 2. Mutually Reinforcing Activities
Southern California Earthquake Center 10
• Global infrastructure for providing earthquake information to the public and
involving them in life-saving response behaviors, community resilience, and further
dialogue.
• Customized information for more than 20 audience categories: comprehensive
drill manuals, instructional videos, and downloadable posters, flyers, and artwork.
• Schools and organizations use and distribute these materials
and apply lessons learned from their drills to develop or revise
their emergency plans.
• Organizations and ShakeOut coordinators
(at the local, state, and national levels)
develop their own ShakeOut resources
which are shared with other regions.

11. • Social media messaging #ShakeOut
• News release templates
• Common talking points
• Downloadable earthquake safety videos
• Animated GIFs and more!
ShakeOut.org/messaging
2008
2016

12. • Know how to adapt your response
- If you can’t get up,
don’t get down
• Instruct others how to assist you
• Practice is key
• EarthquakeCountry.org/disability
Adapt Your Response

13. Workplace Video
youtube.com/greatshakeout

14. Messaging templates, instructor’s guide, and
PowerPoint slides (with link to Drill Broadcast)
ShakeOut.org/colleges:

15. ShakeOut.org/schools
• ShakeOut Drill Planning
Resources for Schools
• School Preparedness Information
• ShakeOut Educational Resources
• REMS TA Center Resources
(U.S. Dept. of Education Readiness and
Emergency Management for Schools Technical
Assistance Center)

16. • Options for:
• holding a ShakeOut Drill
• coordinating participation
• promoting ShakeOut
• Examples of government
ShakeOut activities
• ShakeOut.org/resources
Government Agency Participation

17. 3. Common Progress Measures
• ShakeOut’s registration system:
• Allows registrants to indicate how many people
will participate in their drills and describe their
plans
• Tallies information locally, regionally, nationally,
and globally, and by participation category.
• Lists registrants (with their permission) on the
website, which facilitates social cues
• These statistics interest others to
participate in “something big”
• This provides a common structure
for assessing local participation in
preparedness activities.
California BusinessesAll Regions

18. Which things has your institution done to prepare for earthquakes?
Did you do them because of the ShakeOut?
39%
50%
15%
17%
10%
10%
38%
39%
55%
52%
64%
59%
0 0.25 0.5 0.75 1
Encourage staff to prepare at home
Provide staff training in EQ
preparedness
Have plans for continuity of operations
Secure tall/heavy
furnishings/equipment
Hazardous materials
limited/isolated/eliminated/secured
Buildings meet current EQ safety
standards
Because of ShakeOut Other Reasons
Survey Results: Organizations

19. 4.Continuous Communication
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• SCEC and ShakeOut Regional Coordinators coordinate
throughout the year to facilitate recruitment and develop resources.
• Registrants receive monthly e-mail updates providing drill
instructions, preparedness and mitigation information, and relevant
news
• ShakeOut’s social media encourages milling with others to seek
additional information and confirmation of appropriate behaviors.
• Millions more learn about ShakeOut via broad news media
coverage that encourages dialogue about earthquake preparedness.
Twitter.com/shakeout (@ShakeOut)
Facebook.com/greatshakeout

20. 5. Backbone Organization (SCEC)
Southern California Earthquake Center 20
• Manages the California ShakeOut, and the websites of 27 other customized
ShakeOut websites on behalf of state or regional partners
• Creates and distributes regionally customized monthly update emails
• Contacts organizations who haven’t renewed their registration
• Posts frequent social media messaging, new content, etc.
• Provides resources and training to ShakeOut Regional Coordinators
• Coordinates Evaluation (with Michele Wood, CSU Fullerton)
• Surveys show increased preparedness, mitigation, planning, encouragement
of peers to participated and prepare

21. Great ShakeOut Earthquake Drills:
Application of the Collective Impact Framework
Mark Benthien
Southern California Earthquake Center @ USC
benthien@usc.edu 213-926-1683