Jim Williams – Associate Director May 9, 2006

1. Emergency Preparedness CampaignResearch and Strategy OverviewPresentation byJohns Hopkins Bloomberg School of Public Health Center for Communication Programs Jim Williams – Associate Director May 9, 2006

2. Fear Management TheoryExtended Parallel Processing ModelTheoretical Framework for Campaign Development • Fear can be motivating or incapacitating • Two Components in the Model • Perception of Threat determines motivation • Sense of Self Efficacy determinesresponse

3. Communication Campaign Objective: Increase individual self efficacy by persuading residents of the Baltimore region to be better prepared for emergencies by assembling 3 basic home emergency preparedness items: - Portable Radio - Flashlight - –with extra batteries - Water Supply (1 gallon, per person, per day for 3 day minimum)

4. Additional Benefit: • Increased individual preparedness will lessen initial burden of first responders • Enable them to attend to urgent community situations

5. Quantitative Research • WB&A MarkeTrak Survey: Quarterly, multi-client, randomized, telephone study among heads of household • Coverage: 6 jurisdictions, proportional to population: Harford County Baltimore County Baltimore City Howard County Anne Arundel Carroll County • Sample n=294; half men, half women • Data collection July 14 - 31, 2005

6. Quantitative Findings • Half of respondents reported feelings of insecurity • Greater concern about manmade versus natural emergencies • Only 24% say they are prepared to deal with emergencies • Only half believe that individuals have a responsibility for emergency preparedness

7. Quantitative Findings • 91% believe having supplies would be helpful. • 2/3 say they have some supplies assembled. • 1/3 of respondents do not currently have supplies assembled, but are likely to do so now. • 1/3 haven’t done so because they haven’t thought about it. • 1/5 don’t feel at risk or don’t know what supplies to assemble.

8. Barriers to Assembling a Kit 1/3 said they do not have these supplies assembled. News about emergencies may be common, but communication is needed to raise awareness and prompt action about emergency preparedness.

9. Qualitative ResearchFocus Group Discussions • 14 Groups with heads of households 2 - “prepared" groups, mixed gender, Columbia and Towson 12 -“unprepared" groups, separate gender, two per jurisdiction Harford County Baltimore County Baltimore City Howard County Anne Arundel Carroll County • 141 participants (79 females and 62 males) • Conducted during September, 2005

10. Qualitative Findings • Manmade disasters most concerning –difficult to prepare for because so unpredictable • Barriers: • Not knowing what basic supplies to include,lack of perceived threat, denial/‘immunity,’ procrastination • Each gender group felt more responsible for assembling a kit. • Women more likely to purchase pre-made kit. • Different price thresholds

11. Emergency Supplies are Useful and Very Important to Have • Easy/quick to assemble • Flashlight/radio and batteries common • Adequate water supply more problematic • Maintenance of water supply • Confusion over how much is needed • People embrace the idea of an “Emergency Preparedness Kit”, but prefer to keep individual supplies in separate locations

12. Six Strategic Directions Tested • Be a Good Citizen • Be Less Anxious • Be a Good Neighbor • Be Concerned • Be in Control • Be Responsible

13. Be in Control & Be Responsible Most Liked Control • Empowering; increased self efficacy to better cope • Consistent with feelings of confusion, frustration, discomfort Responsible • ‘Taking care of loved ones’, very appealing, emotional • Appropriate • Does not over-promise

14. Additional Input: • Tone of message should be informational, not accusatory • Use common spokespersons –victims or first responders • Include a simple list of items, with pictures • Television and newspapers considered most effective media • Bring program into the schools and retail stores

15. Summary Observations

16. Basic Preparedness Varies 1/3 – Are Ready 1/3 – Think They Are Ready 1/6 – Want To Be Ready 1/6 - Are Disengaged

17. Preparation is Personal • Definition of “Emergency” Varies • Power Outage to Terrorism • Definition of “Preparedness” Varies • Flashlight to Generators • Need for Clear/Consistent Definition

18. Responsibility to Self and Loved Ones • First and Foremost • Not to Neighbors, Community, or the Government • “Self Preservation Vs. Species Preservation”

19. Self-Efficacy • Achievable but contingent on emergency • Saw value in having 3 basic items • Most people feel capable of getting prepared--some don’t feel/see the need • Or don’t know what supplies are needed and how to assemble them—Want a list with pictures

20. Scope of Work Based on Formative Research Findings, A Comprehensive Communication PlanCommunication Strategy • Campaign Identity /Logo • Campaign Theme/Slogan • Advertising materials to include: • :30 & :10 TV Spots • Two print ads • :30 radio spot • Pre-Test & Finalized All Creative Materials • Produce and place materials in all media • Plan to extend campaign with retail partners, school programs and governmental agencies.

21. Campaign Launch Today • Initial Media Burst - Television (380 Spots) - Newspaper ( 17 papers) - Web site promotion • Follow Up Activity - Television - Newspapers - Radio - Web Promotion - Retail Partnerships - School Programs