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Who Participates in the Great ShakeOut? Why Audience Segmentation Is the Future of Disaster Preparedness Campaigns

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  • Rachel M. Adams

    (Center for Public Health and Disasters, Fielding School of Public Health, University of California at Los Angeles, Los Angeles, CA 90095, USA)

  • Beth Karlin

    (The Norman Lear Center, Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA 90089, USA)

  • David P. Eisenman

    (Center for Public Health and Disasters, Fielding School of Public Health, University of California at Los Angeles, Los Angeles, CA 90095, USA
    Division of General Internal Medicine and Health Services Research, David Geffen School of Medicine, University of California at Los Angeles, Los Angeles, CA 90095, USA)

  • Johanna Blakley

    (The Norman Lear Center, Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA 90089, USA)

  • Deborah Glik

    (Center for Public Health and Disasters, Fielding School of Public Health, University of California at Los Angeles, Los Angeles, CA 90095, USA)

Abstract

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.

Suggested Citation

  • Rachel M. Adams & Beth Karlin & David P. Eisenman & Johanna Blakley & Deborah Glik, 2017. "Who Participates in the Great ShakeOut? Why Audience Segmentation Is the Future of Disaster Preparedness Campaigns," IJERPH, MDPI, vol. 14(11), pages 1-13, November.
    • Handle: RePEc:gam:jijerp:v:14:y:2017:i:11:p:1407-:d:119326
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    References listed on IDEAS

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    1. Plough, A. & Fielding, J.E. & Chandra, A. & Williams, M. & Eisenman, D. & Wells, K.B. & Law, G.Y. & Fogleman, S. & Magaña, A., 2013. "Building community disaster resilience: Perspectives from a large urban county department of public health," American Journal of Public Health, American Public Health Association, vol. 103(7), pages 1190-1197.
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    Cited by:

    1. Ke Cui & Ziqiang Han & Dongming Wang, 2018. "Resilience of an Earthquake-Stricken Rural Community in Southwest China: Correlation with Disaster Risk Reduction Efforts," IJERPH, MDPI, vol. 15(3), pages 1-14, February.
    2. Yanan Xu & Yunhai Dai, 2022. "Immersive Disaster Training Schema Based on Team Role-Playing," Sustainability, MDPI, vol. 14(19), pages 1-13, October.
    3. Dingde Xu & Enlai Liu & Xuxi Wang & Hong Tang & Shaoquan Liu, 2018. "Rural Households’ Livelihood Capital, Risk Perception, and Willingness to Purchase Earthquake Disaster Insurance: Evidence from Southwestern China," IJERPH, MDPI, vol. 15(7), pages 1-19, June.
    4. Ziyi Wang & Ziqiang Han & Yuhuan Li, 2023. "The Interplay between School Preparedness and Student’s Individual Protective Actions: The Mediating Role of Disaster Education," Sustainability, MDPI, vol. 15(20), pages 1-14, October.
    5. Yingnan Ma & Wei Zhu & Huan Zhang & Pengxia Zhao & Yafei Wang & Qiujie Zhang, 2021. "The Factors Affecting Volunteers’ Willingness to Participate in Disaster Preparedness," IJERPH, MDPI, vol. 18(8), pages 1-10, April.

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