SAN FRANCISCO CITIZEN CORP COUNCIL

Tuesday, February 24, 2009

Introductions & Agenda

On-line Information Sharing

• http://sfcitizencorps.ning.com/• Calendar for events• Forum for discussion• On-line document sharing

California Statewide Strategy to Promote Earthquake Preparedness

• Newly Merged CalEMA (formerly OES and OHS) are initiating a State-wide Earthquake Preparedness Communications Strategy and Five Year Strategic Plan

• CalEMA bringing together State-wide earthquake preparedness programs, initiatives and events into a comprehensive strategy

• CalEMA’s intent is to facilitate a shared vision, and develop communications “blue print” to maximize effectiveness, promote synergy, reduce “siloing”

• Leveraging social research science to guide the development strategy

Research Highlights

• Conducted by Dennis Mileti of Natural Hazards Institute, University of Colorado at Boulder, with support from UCLA.

• Largest study every conducted on what leads the public to take readiness actions

Breakthrough Results

• “Identical Results”(rare) For:• GROUPS: Hispanics, African Americans, Asian/Pacific

Islanders, Anglos• AREAS: New York City, Los Angeles, Washington, D.C.,

the Nation• HAZARDS: Terrorism & other reasons

• “Strong”(as good as it gets) Findings:• High explained variance (41-48%) in all models

6

“Information” Drives Public Readiness

• Information “Received”:– 1. Multiple SOURCES– 2. Multiple communication CHANNELS– 3. Content breadth about ACTION TO TAKE and how they CUT LOSSES – 4. CONSISTENCY across messages

• & Information “Observed”:– 5. CUES (seeing others get ready)

7

In Simple Terms

8

INFORMATION AND CUES

READINESS ACTIONS

KNOWLEDGE PERCEIVED EFFECTIVENESS MILLING

AN EVIDENCE-BASED“TOOL KIT”

FOR GROWING PUPLIC READINESS(10 Steps)

9

The General Principle

• Information is the KEY Factor that Motivates the Public to Get Ready:– Works everywhere for everyone (in U.S.)

• Mainstream Americans & racial/minorities• Across the country & in different cities

– The Information Imperative: richer fields of information (sources, channels, content) yield more public readiness action-taking

10

STEP 1: Use Evidence Based Approaches

• All Public Education & Information Campaigns Are Not Equal:– More could be accomplished if we redesign &

distribute public readiness information that….– “Uses research-based evidence about how to

make it effective”

11

STEP 2: Stop Doing Things That Don’t Work

• Don’t Try to Motivate People with Increased Risk Probabilities or Codes to Convince Them They’re at Risk:– Increased probabilities may be useful for some

things but….– “Perceived risk does not motivate or predict public

readiness action-taking”

12

STEP 3: Use Multiple Information Sources

• Provide Information from as Many Different Sources as Possible:– “Regardless of who you are, you alone can’t

provide very effective public information”– You need partners to be really effective because:

• The more partners = the more sources• The more sources = the more the public does

13

STEP 4: Brand the Message

• Convince Groups to Stop Providing the Public with Unique Messages:

– Work with other information providers so everyone tells the public the same thing

– “Branded public readiness messages work best”

14

STEP 5: Use Multiple Information Channels

• Distribute the Same Information Over Different & Diverse Channels:

– “People do more when they get the same information different ways”

15

PUBLIC

It Looks Like This:

GROCERYBAGS SIGNS &

PLACARDS

MAILEDBROCHURE

SCHOOLCOLORING BOOKS

ADVERTISEMENTS

INTERNET

RADIO

NEWSPAPERS

TV

BUMPERSTICKERS

FAST FOOD PLACEMATS

CABLE TV

16

STEP 6: Communicate Over the “Long Haul”

• Its Better to Communicate:– Over time & not just for a day or week– “People do more after receiving the same message

many times”

• And its Best if Communication is:– “Sustained over extended periods of time as an

ongoing process that doesn’t end”

17

STEP 7: Focus Provided Information on Actions

• The Most Effective Thing to Tell People is:

– “Exactly what to do to get ready & where to find more information about how to do it”

– For example….. A What To Do Brochure

18

STEP 8: Talk About Consequence Reduction

• Provide Information About How Actions Reduce Losses:

“People are more likely to take readiness actions based on information about how those actions cut losses in case something happens”

19

STEP 9: Position “Cues” for People to See

• Get Public Readiness Out of the Closet and Into the Streets:

– People are more likely to take action if they see others doing it

– “Monkey see, monkey do applies”

20

STEP 10: Target Talking

• Encourage People to Talk about Getting Ready with Each Other:– People are more likely to do something if they

think doing it is their own idea:• Comes from talking about it with others

– “Use innovative ways to get people talking about readiness actions among themselves

21

LAST: Evaluate• Measure Your Starting Place:

• Get a “baseline” of public readiness

• Measure Changes:• Is public readiness changing over time

• Evaluate Program Effectiveness:• Which information components work/don’t work

• Fine Tune:• Revise information provided based on findings

22

Post Script 1

• Everything Doesn’t Have to Say Everything:– Refer them to other places to find out more– Seeking additional information (milling) on their

own increases the odds that they’ll take action

23

Post Script 2

• Remove Wrong Information:– Its not just about “putting in” information– Its also about “removing” wrong information– They don’t know that they believe myths, they

think its true

24

Post Script 3

• Other Strategies May be Needed for Low Resource People:– Point out “no cost” actions to take– Having few resources can constrain some

readiness action-taking– Work with NGOs to ready to fill the readiness gap

after impact

25

Loma Prieta 20th Anniversary

October 14 – 17, 2009

28

The Big Rumble™ SF Event ProducersProduced by: Funded in part by:

In partnership with:

And other government agencies:

In Consultation with:Business Critical Media

San Francisco Interfaith Council

29

The Big Rumble Mission Statement

Provide multiple channel “events” to be held annually, through which government, private and community-based organizations, businesses and residents of San Francisco can partner to foster a Culture of Preparedness and continue to increase the City’s readiness to respond, recover and rebuild in the event of a disaster.

30

What is The Big Rumble?An annual City-wide event series that includes:

• Shake Out SF 2009 – City-wide drill• Neighborhood Events + Community

Volunteer Day• City Readiness Summit• 20th Anniversary of Loma Prieta

Commemorative Event• The Big Rumble SF event website• Neighborhood Readiness Meter• Rumble Emergency Readiness Map• And more…

31

The Big Rumble Target Audience

Anyone who lives and/or works in San Francisco• Families

• Children• Elderly• Specific Needs

Populations• People with Pets• Multicultural

Populations• Schools/Day Care

Centers

• Community Organizations/Nonprofit

• Faith-based Community

• Neighborhood Associations

• Businesses/Private Sector

• Creative Community• And Others…

32

Shake Out SF 2009(Friday, Oct 16)

A key component of The Big Rumble event will be the annual City-wide earthquake drill conducted by the SF Department of Emergency Management.

The first drill, held in Oct 2008 and called Shake Up SF, was extremely successful with close to 180,000 participants from City departments/agencies, businesses and schools.

In 2009 the drill will be enhanced and re-named Shake Out SF to align with efforts to develop a State wide drill.

33

Rumble Neighborhood Event(Saturday, Oct 17)

6 primary Rumble events and 5 “mini” events to cover 11 city districts.

Featuring:• Activities• Entertainment• Exhibits• Resource Fair• Community Volunteer

Day

By targeting the communities where people live, events can be tailored, culturally appropriate and centralized to identify and mobilize resources within the neighborhoods where they will be needed in an actual emergency.

34

Rumble Community Volunteer Day

(Saturday, Oct 17)Volunteers are critical to event

success!Volunteer Roles:• Set up the neighborhood events• Conduct grass roots Neighborhood Readiness

Survey• Create neighborhood plans and identify resources

for disaster response and recovery• Participate in projects to help the elderly,

underserved or special needs community to prepare their homes.

35

Virtual Rumble(soft launch targeted April 2009)

PUBLIC/EVENT WEBSITE• Calendar of Events• Games, videos• Participant and volunteer registration• Readiness survey• Links to key sites for preparedness information and

resources• And more…

PLANNING WEBSITE• For government and key agency use• Calendar sharing• Project Planning• Post and share files• Contact database

36

Neighborhood Readiness Meter

What’s a little healthy competition?• The public will be invited to register on the

Rumble site and take a readiness survey.• The survey can be accessed to make updates as

residents increase their level of readiness through education and action.

• Results will be aggregated, updated and reported on the site by zip code or block.

37

Rumble Emergency Map - front

Map will highlight:• Districts • Healthcare

facilities, Clinics • Fire Stations • Police stations • Libraries• Churches• Retail streets • Schools • Neighborhood

Recreation Centers

Image is a sample only

38

Rumble Emergency Map - back

• Includes Mayor’s message

• Eventually available in multiple languages

•Image is a sample only

39

City Readiness Summit(Wed, Oct 14 – Thu, Oct 15)

The Summit will be a forum for the City to bring together key disaster preparedness stakeholders to foster open and collaborative communication and ongoing progress through active working sessions and roundtables.

We hope to establish this as an annual summit and in 3-5 years, position San Francisco as the global destination for other cities to model and participate in an innovative and collaborative approach to disaster readiness planning.

40

Targeted ProgramsWeek of Oct. 14-17, 2009

• Wednesday, Oct 14 - Thursday, Oct 15– City Readiness Summit

• Friday, Oct 16– Shake Out SF 2009 - Readiness drill for

Organizations• Saturday, Oct 17

– Rumble Public events coordinated in multiple neighborhoods

– Community Volunteer Day– 20th Anniversary of Loma Prieta

commemorative event

41

Thank You!

WE INVITE YOU TO GET INVOLVED!

For more information please contact:

Donna LeeThe Big Rumble c/o

Committed2CommunityEmail: dlee@c2csf.org

Ph: 415-440-4360

Shake Out 2009

Shake Out SF 2009• Proposed date: Friday, October 16, 2009• Target participation: 30% of SF’s daytime

population• Participants: Schools, Businesses, Nonprofits,

Faith-based Organizations, Government, Health-care facilities

• On-line registration• Coordinated with Bay Area Earthquake Alliance

Shake Out SF Toolkit• Available on-line and as a CD-ROM• Scalable to the suit the needs of both large &

small organizations• Tailored for a variety of audiences –

Businesses, CBOs, FBOs, Schools, Hospitals/Clinics, Senior Centers, Hotels

• Designed by Academy of Art students

Toolkit Contents Include:• Participant flyer• Step-by-step guide for conducting drill• Scenario• ICS Overview PPT & Table-top instructions• General preparedness materials• Resource list• Participant Survey• Messaging to help promote among audience

Targeted Outreach• Schools – more outreach to SF’s Catholic &

independent schools– Lucas.Eckroad@sfgov.org or 487-5012

• Businesses – networking organizations (BOMA, BARCFirst, BRMA, ACP, Chamber, Hotel Council)– Michael.Cummings@sfgov.org or 487-5008

Targeted Outreach Cont.

• Non-profits – SF CARD?

• Faith-based Organizations – SFIC?

• Neighborhoods – Daniel.Homsey@sfgov.org or 554-7114

• Announcements• Date for next meeting