Speakers:  Mary Schoenfeldt, Public Education Coordinator, City of Everett Office of Emergency Management  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…

1. Or, If a Public Education Message Falls In The
Forest, But No One Is Listening….

2.  Mary Schoenfeldt, Public Education
Coordinator, Everett Office of Emergency
Management
 Rebekah Green, Resilience Institute, WWU
 Riley Grant, WWU
 CJ Huxford, WWU

4.  Small groups
 Brainstorm answers to question on next
slide…
lid

5.  Do your teeth hurt?
 Peer Pressure?
 It’s become unpleasant to have fur on your
teeth?
 Your love life will suffer?

6.  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…

7.  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.

9.  Guilt
G l
 Accountability
 Anticipation of g
p good outcome
 Responsibility to self
 Responsibility to others

10.  Image
 Peer Pressure
 Responsibility

11.  Insurance
 Dental Hygiene
 Preventive Medicine
 Car Maintenance
 Skil Corporation
 H1N1 H d W hi
Hand Washing

12.  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

13. 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

14. I can
take care
k
of myself My kids
I only have will take
myself to care of my
f
be grandkids
concerned
about
I’ll do it
later

16.  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

17. Who would you immediately be concerned about most if a major
disaster like an earthquake, flood, fire or major storm happened right
now?
•Greatest concern for children
and 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 with
widest 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, elsewhere
grandchildren, those with Self 23.2% 16.1% 35.6%
wood stoves and those in
hazard zones
6/1/2011 17

18. How difficult would the following situations be for your household?
• High concern over loss of water, Situation Everett Tulalip Sultan
power and roads Loss of water for 1 week High High High
• Only moderate concern over Loss of power for 1 week High High Mid
loss of phone communication, Widespread road closures to
Mid High High
vehicles for 2 weeks
hospitals, 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 Mid
closures, even for families with Closure of restaurants and
Mid Mid Mid
children 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

19. • 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

20. • More renters than homeowners
noticed and remembered the
campaign
Renter buses and billboards
Owners community events
• Familiarity highest for those with
high school education or equivalent
6/1/2011 20

21. • Campaign most
effective at getting
ff i i
respondents to think
about and discuss
household disaster
preparedness
•Campaign least
effective at getting
respondents to act and
in catching their
attention
6/1/2011
21

22. • More effective in Everett
• More effective with those having a high school education
• More effective with pet owners than non-pet owners
6/1/2011
22

23.  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 Increase
Family 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

24.  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

25.  What groups do we want to reach?
◦
Families with Young Children
◦ Pet Owners
◦ Young Professional/College Age
◦ Rural Families
◦ Non English Speaking
◦ ?

26.  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?

27.  How can we use this to develop or deliver
more effective messages?

29. www.whodependsonyou.com www.wwu.edu/huxley/resilience

30. CUT SLIDES
BELOW

32.  Why did HE get up this morning when the
alarm went off?

33. Prepared for
Snohomish County Emergency Management
by Western Washington University,
y g y,
Resilience Institute
Dr. Rebekah Green, Ril G
D 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

34.  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

35.  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

36. 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 low
80%
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 plan
for pets
A quarter of households with infants, disabled or
elderly had supplies and plans
6/1/2011 36

37.  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