National Prevention Summit Establishing a Culture of Preparedness October 27, 2006

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National Prevention SummitEstablishing a Culture
of Preparedness October 27, 2006
Moving the Needle Toward Increased All-Hazards
Preparedness A Personal Behavior Change Model
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Current and Trend Data

• NCDP DATA
• lt 1/3 of Americans (31) have a basic family
  emergency plan (two days supply of food and
  water, a flashlight, a portable radio, spare
  batteries, and emergency phone numbers and a
  meeting place)
• 66 feel personally unprepared
• In New York State and NYC, fewer people (26)
  have a basic family preparedness plan compared to
  31 nationally

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Current and Trend Data

• ORC MACRO DATA
• Does your household have a disaster plan at home
  that includes instructions about where to go and
  what to do during a disaster situation?
  Pre-Katrina 58 Post-Katrina
  43
• Have you discussed this disaster plan with others
  in your household, such as family or roommates?
  39 (2005)
• Does your disaster plan include a specific
  meeting location for all members of the household
  to meet during or after a disaster? 37 (2005)

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Post-Katrina FindingsBarriers to Preparedness
ORC Macro, 2005
CEG/Red Cross
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What will it take to move the needle toward
greater personal preparedness?

• Our efforts to communicate to the public how and
  what they can do to increase their personal
  preparedness for disasters need to improve.
• FIRST STEP Determine what motivates and deters
  Americans to engage in effective and sustained
  preparedness.

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Snapshot view The Personal Behavior Change Model
for Disaster Preparedness (PDP)

• Purpose
• To describe the factors that influence peoples
  motivation for to engage in recommended
  preparedness behaviors and describe ways to
  target those factors through communication and
  outreach in an effort to increase personal
  preparedness.
• Theoretical Development
• Extended Parallel Process Model (EPPM)
• Stages of Change/Transtheoretical Model
• Key Model Components
• Individual factors
• Individual Threat/Efficacy Preparedness Profile
• Social marketing/outreach activities
• Social marketing/outreach outcomes
• Preparedness behavior outcomes
• Next Steps
• Focus groups to test the models constructs
• Household survey will examine some of the models
  components

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Theoretical Underpinnings
Protection Motivation Theory
Health Belief Model
Socio-Ecological Model
Stages of Change
Social Cognitive Theory
Persuasive Health Message Framework
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Extended Parallel Processing Model (Witte, K.
1998)
High
Threat (Susceptibility Severity)
Low Threat No Response
Low
High
Efficacy (Self- Response-)
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Extended Parallel Processing Model
High Threat Low Efficacy Fear Control
Response
High
Threat (Susceptibility Severity)
Low
High
Efficacy (Self- Response-)
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Extended Parallel Processing Model
High Threat High Efficacy Danger Control
Response
High
Threat (Susceptibility Severity)
Low
High
Efficacy (Self- Response-)
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Stages of Change Model (Prochaska, J.O.
DiClemente, C.C. 1982)
Maintenance
Action
Preparation
Contemplation

• Precontemplation

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Individual Factors Factors may influence
motivation to engage in preparedness actions

• Age
• Sex
• Race/ethnicity
• SES (education, income, etc.)
• Language and culture
• Trust in government
• Civic engagement experience
• Prior experience with disasters
• Religiosity
• Disability/ability
• Occupation and work environment
• Home structural characteristics
• Perceived community/social norms
• Modes of transportation
• Geographic location

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Threat/Efficacy Profiles
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Outreach and Social Marketing to Address Low
Perceived Threat
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Outreach and Social Marketing to Address Low
Perceived Efficacy
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Behavior Maintenance
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External Motivation
External Motivation External factors that
influence personal preparedness Policies,
school/workplace initiatives, incentives (e.g.,
tax-free purchases, insurance benefits)
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Preparedness Behavior Outcomes
CONTEMPLATION/PREPARATION
M A I N T E N A N C E
Individuals Receptive to Preparedness
Messages/Contemplating Preparedness Behaviors
ACTION
Individuals Engaging in Recommended Preparedness
Behaviors
P R E C O N T E M P L A T I O N
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ORC Macro Support of DHS Office of Community
Preparedness Citizen Corps

• Tracking and Analysis of Citizen Preparedness
  Research
• Citizen Preparedness Reviews available at
  http//www.citizencorps.gov/ready/research.shtm
• Preparedness Behavior Change Model
• Telephone Survey of U.S. Households
• Tracking Preparedness Measures (Based on TCLs)
• Behavioral Measures (Based on Behavior Change
  Model)
• Media Framing Study
• Triangulated analysis of how the media presents
  disaster preparedness information, research and
  communication campaigns to consumers
• Research with the Responder Community
• Research with representatives from emergency
  management, emergency medical/public health, law
  enforcement, and fire service

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Thank you for your attention.
Please send us your comments on the model as
well as future preparedness surveys.
ORC Macro Contacts

• Carol Freeman
• Principal
• ORC Macro
• 11785 Beltsville Drive
• Calverton, MD 20705
• 301-572-0581(tel.)
• 301-572-0999 (fax)
• Carol.S.Freeman_at_orcmacro.com

• Stephanie Kamin
• Project Manager
• ORC Macro
• 3 Corporate Square Suite 370
• Atlanta, GA 30329
• 404-321-3211(tel.)
• 404-321-3688 (fax)
• Stephanie.L.Kamin_at_orcmacro.com