California's Earthquake Preparedness Problem, Challenge and Solution
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California’s Earthquake Preparedness
Problem, Challenge and Solution
Seismic Risk Mitigation Leadership Forum
San Francisco, California
May 2-3, 2011
Christopher Nance
Chief Communications Officer
California Earthquake Authority
Mark Benthien
Director of Communication, Education and Outreach
Southern California Earthquake Center
Executive Director,
California Earthquake Country Alliance
California has an
earthquake-preparedness
problem!
Earthquake Preparedness Research Experts
Linda Bourque, Ph.D.
University of California
at Los Angeles
Dennis Mileti, Ph.D.
University of Colorado
at Boulder
2008 Survey Led by Dr. Bourque
• 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 Results • 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, continued • 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 Recommendations
• 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.
Central
Bay Area
Coast
Redwood Southern
Coast California
Standardized
Message
2009 Study Led by Dr. Mileti
• 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 Results
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 Recommendations
• 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 Didn’t Cover Everything
• Covered process to motivate public readiness
• Didn’t cover content (exactly what to say) and style (how it’s presented)
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.CEA-led Research Study
• 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.
Primary Funders –
California Earthquake Authority (CEA), and;
U.S. Department of Homeland Security grant sought through
California Emergency Management Agency (CalEMA)Harris Interactive Study Foundation • 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.” Communicate THROUGH the brain TO the heart for ACTION!
Harris Interactive Study Design • 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 Summary Map
Harris Interactive Summary Map
Harris Interactive Top-Line Statements • 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.
Draft Message Summary Statement
• “Preparing for the next damaging earthquake can help you
survive and recover.”
• Execution to evoke “responsibility” as appropriate.
• Creative mantra TBD.
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.orgECA Plan-for-Programs
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 Learning to
Run with a Branded Message
• 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.What do people need to know?
(Information in Putting Down Roots publication)
25ECA Coordinating How to Run
with the Branded Message
CEA Marketing
ShakeOut CEA Residential
Value Program Retrofit Program
Totally Earthquake and
Unprepared Tsunami ProgramEngaging Individuals and Organizations in 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 quickly2008: 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 “Golden
Guardian” emergency exercise
• 4,000 participants representing more than
100 local, state and federal agencies
• Los Angeles International Earthquake
Policy Conference
• 300 participants from over 20 countries2009: 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
ShakeOut Participation
2009 2010
K-12 Schools 5,024,651 5,498,047
Districts 4,475,522 4,919,027
Private 170,941 197,637
Colleges 994,286 1,274,314
Organizations 882,057 1,124,611
Individuals 15,973 17,420Survey of Individual/Family Registrants • 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 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
470,000
38,000
110,000
Great
Guam
ShakeOut:
10/21/10
38,000
New Zealand’s
3,000,000+
Great West Coast
ShakeOut: 9/18/09
8,000CEA’s Commitment to ShakeOut Support
City Newspaper Web sites
Aligned $3 million in CEA Contra Costa contracostatimes.com
programming to co-promote 2008, Fresno fresnobee.com
Inland Valley dailybulletin.com
2009, and 2010 ShakeOut drills: Lake County
ETHNIC WEB record-bee.com
SITES
Long Beach ETHNIC PRINT
presstelegram.com
Publication Website Ethnicity
Los Angeles
PUBLICATION dailybreeze.com
CITY LANGUAGE
• Delivered 125 million paid-media RadioL.A.
Market
Watts Los AngelesRadio
TimesAdvocate
California
la.com
Stations
www.lawattstimes.com
Fresno
African
English
American
Los AngelesKERN, KNZR Latimes.com
impressions. Bakersfield
Marin
Globe Newspaper San
(KBFP-FM Spanish)
marinj.com
Leandro African
English
Chico The Globe KPAY, KFBK, KSTE
www.globenewspapers.com
Fresno Modesto KMJ (KFSO-FM modbee.com
Spanish) American
L.A.
TVSentinel
Markets Los Angeles
Stations English
African KFWB,
Yo! Youth OutlookMonterey KFI, KLAC, montereyherald.com
KNX (KLVE-FM Spanish),
www.youthoutlook.org
• Developed numerous media Los Angeles Sacramento
Sing Tao Daily SF KOVR,
San
Oakland KMRB (Chinese) KMAX, KTXL American
Francisco
insidebayarea.com Chinese
partnerships to co-promote TheSan
MercedIndia Currents Francisco
World Orange
JournalCounty KPIX, KBCW
ocregister.com
www.indiacurrents.com
KJSN, KMJ
Los Angeles Asian-Indian
Chinese
Modesto Oroville
Los Angeles KFIV, orovillemr.com
KJSN,
KCBS, KSTE
KCAL
participation. Carib Press
Philippine News
Monterey-Salinas-Santa Pasadena
Cruz
www.caribpress.com
San Francisco
pasadenastarnews.com
KION, KCBS,
Caribbean
English
KGO (KPRC-FM Spanish)
Sing TaoAsian Journal www.singtaousa.com Chinese
Oxnard/Ventura Red-Bluff
LA KFI, Losredbluffdailynews.com
KLAC, Angeles
(KLVE-FM Spanish)English
Palm Springs
Asian Journal L.A.Redlands
The Hmong Tribune KPSI, KFI redlandsdailyfacts.com
www.Asianjournal.com
Fresno Filipino
Bilingual
• Distributed 1.8 million pieces of Redding Riverside
The Inquirer Daily -LA
KQMS, KFBK,
pe.com
www.inquirer.net
KSTE
Filipino
Riverside-SanKorea Los Angeles Korean
direct mail. Sacramento
Bernardino
KoreanKorea
Journal
SacramentoKDIF, KTDD, KFI, KLAC, (KLVE-FM
sacbee.com
www.koreamjournal.com
KFBK, KSTE, KGO, KSFO Korean
Spanish)
TimesSan- Bernardino
SF Sansbsun.com
Francisco Korean
San Diego
Impulso San Diego KGB, KOGO, KFI
signonsandiego.com
www.impulsonoticias.com Hispanic
El Mensajero San Francisco Spanish
San KGO, KISQ,
Francisco KKSF, KNEW, KUFX, KSFO, KVTO
sfgate.com
• Delivered 6 million impressions AlianzaVida
San Francisco Metropolitan
En El ValleNews (Chinese)
San Gabriel
www.alianzanews.com
Fresno
sgvtribune.com
Latino
Spanish
through in-store displays. San Jose
San Luis Obispo
EGP NewsSan Jose KGO,
Impre Media KKSF,
www.impre.com KNEW, KUFX, KSFO
Losmercurynews.com
Angeles
KVEC, KYNS, KMJ
Latino
Bilingual
La Oferta Santa Cruz www.laoferta.com
santacruzsentinel.comEnglish
Latino
Santa BarbaraIndia West KTMS,SanKFI Leandro
Silicon Valley siliconvalley.com
Silicon Cali
Valley
Santa Maria-Lompoc De-Bug
Today www.siliconvalleydebug.org
KSMX, KSNI
San Jose Multi
Vietnamese
• Distributed 17,250 preparedness Santa Rosa
New America
Solano/Napa
Media KGO,
Timesheraldonline.com
KNEW, KSRO,
www.newamericamedia.org KSTE, KSFO
Multi
Viet Bao Stockton KJOY, recordnet.com
Orange County Vietnamese
starter kits to consumers. Stockton
Los Angelese Beez Ukiah
KFBK, KFIV, KGO, KSTE,
ukiahdailyjournal.com
www.labeez.org
KSFO
Multi
Victor Valley KATJ, KNX, KFI (KLVE-FM Spanish)
Visalia-Tulare-Hanford Vacaville KMJ (KFSO-FMthereporter.com
Spanish)
Viet Tribune www.viettribune.com Vietnamese
Van Nuys dailynews.com
• Circulated ECA news releases, Whittier whittierdailynews.com
media advisories and PSAs. Woodland dailydemocrat.comCEA Marketing Value Program
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 MVP, continued
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”.Related CEA Programming
S.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.CEA Residential Retrofit Brace and Bolt Program
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.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
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