Who Participates in the Great ShakeOut? Why Audience Segmentation Is the Future of Disaster Preparedness Campaigns
| Autor: | Beth Karlin, David Eisenman, Deborah C. Glik, Johanna Blakley, Rachel M. Adams |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Male
earthquake preparedness emergency drills community resilience audience segmentation Health Toxicology and Mutagenesis Applied psychology 0211 other engineering and technologies lcsh:Medicine 02 engineering and technology Audience segmentation Toxicology Community Networks Disasters 0302 clinical medicine Sustainable Cities and Communities Surveys and Questionnaires 80 and over 030212 general & internal medicine Child Aged 80 and over Communication Middle Aged Preparedness Female Psychology Social cognitive theory Adult Adolescent Disaster Planning Interpersonal communication Basic Behavioral and Social Science Article 03 medical and health sciences Young Adult Behavioral and Social Science Earthquakes Humans Aged 021110 strategic defence & security studies Community resilience lcsh:R Public Health Environmental and Occupational Health Community Participation Behavioral pattern United States Leadership Survey data collection Strengths and weaknesses |
| Zdroj: | International Journal of Environmental Research and Public Health International journal of environmental research and public health, vol 14, iss 11 International Journal of Environmental Research and Public Health, Vol 14, Iss 11, p 1407 (2017) International Journal of Environmental Research and Public Health; Volume 14; Issue 11; Pages: 1407 |
| ISSN: | 1660-4601 |
| Popis: | Background: In 2008, the Southern California Earthquake Center in collaboration with the U.S. Geological Survey Earthquake Hazards Program launched the first annual Great ShakeOut, the largest earthquake preparedness drill in the history of the United States. Materials and Methods: We collected online survey data from 2052 campaign registrants to assess how people participated, whether audience segments shared behavioral patterns, and whether these segments were associated with five social cognitive factors targeted by the ShakeOut campaign. Results: Participants clustered into four behavioral patterns. The Minimal cluster had low participation in all activities (range: 0–39% participation). The Basic Drill cluster only participated in the drop, cover and hold drill (100% participation). The Community-Oriented cluster, involved in the drill (100%) and other interpersonal activities including attending disaster planning meetings (74%), was positively associated with interpersonal communication (β = 0.169), self-efficacy (β = 0.118), outcome efficacy (β = 0.110), and knowledge about disaster preparedness (β = 0.151). The Interactive and Games cluster, which participated in the drill (79%) and two online earthquake preparedness games (53% and 75%), was positively associated with all five social cognitive factors studied. Conclusions: Our results support audience segmentation approaches to engaging the public, which address the strengths and weaknesses of different segments. Offering games may help “gamers” gain competencies required to prepare for disasters. Targeting the highly active Community-Oriented cluster for leadership roles could help build community resilience by encouraging others to become more involved in disaster planning. We propose that the days of single, national education campaigns without local variation should end. |
| Databáze: | OpenAIRE |
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