Alfonso Contreras, M.D., M.P.H.

Risk & Behavior Change Communication

From Action to Theory

Session ObjectivesSession Objectives

Identify decision-making criteria applied in selecting Community Mitigation Measures

Identify critical elements during the simulation exercise that influenced risk communication outcomes

Identify decision-making criteria applied in selecting Community Mitigation Measures

Identify critical elements during the simulation exercise that influenced risk communication outcomes

http://nymag.com/news/articles/wtc/gallery/10.htm

New Global Public Health ChallengesNew Global Public Health Challenges

• Man-made disasters• Emerging and re-emerging

infectious diseases• Climate change and natural

disasters

• Man-made disasters• Emerging and re-emerging

infectious diseases• Climate change and natural

disasters

Uncertainty

High-concern,

Controversial,

Emotionally-charged,

Health-threat

Appetite for Risk Communication?Appetite for Risk Communication?

Risk FormulaRisk Formula

RISK = HAZARD + OUTRAGE

RISK = HAZARD + OUTRAGE

“The risks that kill you are not necessarily the risks that anger and frighten you”

Peter M. Sandman, 1987

Four Types of Risk Communication

Four Types of Risk Communication

HAZARD

OUTRAGE

OUTRAGE MANAGEMENT

HEALTH EDUCATION

CRISIS COMMUNICATION

(1) Peter Sandman. Crisis Communication Guideline for Action, p. 10

1

The ABC of Risk CommunicationThe ABC of Risk Communication

Risk communication is about truth and trustRisk communication is about truth and trustA

B

C

Truth in the content and trust in the sourceTruth in the content and trust in the source

Truth in what is to be said and trust in who is chosen to say it to the publicTruth in what is to be said and trust in who is chosen to say it to the public

Extended Parallel Process Model

LOW

HIGH

HIGH LOW

Perception of Efficacy

Perc

epti

on o

f Thre

at

DANGER CONTROL

FEAR CONTROL

NO RESPONSE

MILD FEAR CONTROL

Kim Witte. Putting the .fear. back in Fear Appeals and A Meta-analysis of the Fear Appeal Literature