Use cultural factors to improve the effectiveness of disaster communication

General association with cultural factors: Norms/values, Customs/traditions/rituals, Worldviews, Open-mindedness, Individual/collective memory, Local knowledge, Languages, Communication, Rule of law, Power relations, Attitudes toward authorities, Attitudes toward the media, Attitudes toward environmental issues, Gender roles, Age-related roles, Ethnicity, Educational system, Density of active citizenship, Social networks, Social control, Social exclusion, Access and use of infrastructure/services

Recommendations for implementation by using cultural values and related emotions:

When making leaflets or similar material, whether in print or digital formats, position pictures that instigate negative emotions for the targeted cultural group on the front, as this will enhance preparedness, and position the pictures that instigate positive emotions next to recommendations.

Related cultural factors: Norms/values, Customs/traditions/rituals, Worldviews, Communication

In order to make information about disaster risk more salient and meaningful across different cultural groups, it should have an affective code, for instance, by using different symbols to emphasise important details, using letter grades to mark safety data, and/or adding affective descriptions alongside numbers (e.g., excellent, good).

Related cultural factors: Communication

To ensure that citizens with different worldviews and lifestyles are reached out to in disaster preparedness communication, use both time frames: mention immediate consequences, but also life-time concerns.

Related cultural factors: Worldviews, Communication

To improve behavioural change in disaster preparedness, promote a “culture to help” by embedding shared cultural values (e.g. Mediterranean family value, or collective memory of neighbourhood help in previous disasters) in behavioural guidelines such as information leaflets or other campaigns.

Related cultural factors: Norms/values, Customs/traditions/rituals, Worldviews, Individual/collective memory, Local knowledge, Communication, Social networks

Design information brochures that appeal to citizens’ feelings, which are more likely to activate or change behaviour, rather than merely providing “facts” about disaster risks. For example, use altruistic emotions, which are part of cultural value systems, to enhance motivation for preparedness, i.e. appeal to citizens’ feelings of responsibility towards vulnerable others, e.g. family or community members, as a motivator that is stronger than self-protection.

Related cultural factors: Communication

Recommendations for implementation by using (cross-)cultural symbols:

Generally, communication and information campaigns aiming to advise different cultural groups about the disaster risks in their area should be accessible in different languages and through easily understandable (i.e. cross-culturally valid) drawings/symbols to avoid miscommunication, translation errors and semantics misinterpretation in sending messages to citizens with different cultural backgrounds. Such cross-cultural symbols could, e.g., be developed and tested in cooperation with other disaster management authorities across different countries, aiming to establish an “international glossary” of cross-culturally valid safety symbols.

Related cultural factors: Languages, Communication

To make use of emotions and cultural identification, information should not consist only of statistical data and “dry” facts but should incorporate narratives, e.g., from other victims that the members of the target group can identify themselves with, or community members.

Related cultural factors: Individual/collective memory, Local knowledge, Communication

Cross-cultural symbols (e.g., the use of icons) should be thoroughly tested before implementation in different languages / nationalities, and with people from different socio-economic and cultural backgrounds.

Related cultural factors: Norms/values, Customs/traditions/rituals, Languages, Communication, Ethnicity, Socio-economic status

Recommendations for implementation by using “physical” aides and methods:

To increase the display / visibility of information about disaster preparedness, make use of public or semi-public spaces (e.g., busses, waiting halls, entrance areas of sports stadiums, shopping centres, concert halls), but also private spaces (e.g., hotel lobbies).

Related cultural factors: Communication

To improve personal preparedness, promote the setup of personal emergency plans by encouraging family discussions about emergency contacts, meeting points, means of communication, and provide simple reminder “templates” that can be filled and kept (e.g., as a pic on the mobile phone, in the purse, or to stick on the fridge).

Related cultural factors: Communication, Social networks

To improve citizens’ quick and appropriate response in case of a disaster, develop information campaigns that focus specifically on and promotes the identification of “safe spots” or “safe zones” in their homes, their workplaces, and their local area, categorised by (locally relevant) type of disaster.

Related cultural factors: Communication

To meet citizens’ expectations, provide paper-based information at least once per year, e.g., brochures or leaflets about how to prepare themselves and their family / friends for disasters. This can also be linked with specific initiatives to raise interest and increase impact. Online information is not enough.

Related cultural factors: Communication

Establish what communication channels will be used in case of a disaster, test them regularly, and ensure that they are accepted and used by the target groups (e.g., train people to use Facebook).

Related cultural factors: Communication

To educate the different target groups about the importance of disaster management and possible coping mechanisms, use also non-traditional ways, e.g. role modelling, soap operas, etc.

Related cultural factors: Communication

Explore the possibility of using Bluetooth beacons for push messages that provide information about emergency procedures in the entrance areas or focal spots in mass gathering locations, or when entering tourist attractions, the latter ideally in multiple languages.

Related cultural factors: Languages, Communication

Get in contact with providers of free WiFi in public and private spaces, and ask them for their cooperation by advertising a link to disaster preparedness/response related information sources when a user connects to this WiFi network.

Related cultural factors: Communication

Use games and gaming culture to educate and communicate with specific target groups, and to showcase the risks and realities of disasters.

Related cultural factors: Communication

Recommendations for implementation by identifying, engaging and cooperating with cultural stakeholders/“cultural leaders”:

Cooperate with clubs and associations, where members share a specific activity or interest, to disseminate information about disaster preparedness, and recruit their members as proponents/”multipliers”. Cooperate with local Councils to identify such groups which may exist in their area.

Related cultural factors: Communication, Social networks

Identify groups who share a passion (e.g., sport, hobby) and build on their existing dynamic / team cohesion, i.e. encourage their team leaders to incorporate disaster preparedness in the group’s set of already existing common goals.

Related cultural factors: Communication, Social networks

Ask providers of computer courses to include the use of / access to websites and social media which provide disaster-related information (e.g., websites or social media sites of Civil Protection) as practical examples in their lessons.

Related cultural factors: Communication

Cooperate with gyms for the recruitment of volunteers and motivators in disaster preparedness activities.

Related cultural factors: Communication

Involve stewards in sports stadiums or other large-scale events, e.g. concerts, who are often trained in safety procedures and wear uniforms which are a visual sign of organised help, in disaster preparedness activities.

Related cultural factors: Communication

Cooperate with and make use of the skills of hotel, building and shopping centre managers, who combine managerial qualities with specific building / construction knowledge, involve them in disaster planning, and use them to communicate safety procedures.

Related cultural factors: Communication, Access and use of infrastructure/services

To foster the fast distribution of disaster information or alerts / warnings, identify and recruit “online volunteers”, e.g. through adverts/banners on social media sites, who would be willing to take up the role of an information distributor in a disaster (risk) situation, using their personal online social networks.

Related cultural factors: Communication

Recommendations for implementation by using children as communicators and multipliers:

Develop, in cooperation with educators and psychologists, specific information modules and practical drills that are adapted to the capabilities of young children, and implement/promote them in relevant sites, e.g. both public and private kindergartens.

Related cultural factors: Communication, Age-related roles

Children should be involved in risk and disaster management to make the processes more robust and demonstrate greater legitimacy. Such involvement could be achieved by, e.g., using creative arts methodologies.

Related cultural factors: Communication, Age-related roles

Make use of the potential of bi/multi-lingual children as key communicators by contacting school teachers to identify them and provide them with bi/multi-lingual information material about disaster preparedness for their parents who may not speak the local language and / or are suspicious towards authorities.

Related cultural factors: Languages, Communication, Age-related roles, Social networks

Work together with local scouts groups for:

• scouts leaders organising training/drills for kids;
• kids learning how to help other kids; and
• kids “teaching” their parents.

Related cultural factors: Communication

Children’s existing capacities should be nurtured and can support more effective disaster management during all disaster stages. Children can, e.g., pass on information to and involve other family members in disaster awareness raising and planning.

Related cultural factors: Communication, Social networks

Disaster risk reduction policies should include educating children about disaster risks to reduce their vulnerability. Children tend to have a clear and uncluttered view about risks, and their creativity, open-mindedness and enthusiasm can make them catalysts for change.

Related cultural factors: Communication, Age-related roles

Recommendations for implementation related to communication with elderly people:

Generally, elderly people are to be seen, heard and understood, have equal access to essential support services and their potential and contribution recognised, valued and supported. This should include adequate consultation and inclusion of older people. For example, they could contribute to conflict resolution and community justice, and they should be encouraged to pass their experience-based coping capacities on to the community, with regard to, e.g., traditional survival systems and appropriate technologies.

Related cultural factors: Individual/collective memory, Local knowledge, Age-related roles, Social networks

To reduce the vulnerability of isolated elderly people who may misjudge the risks during an ongoing disaster, which is less “disruptive” regarding everyday routines, e.g. heatwaves or flu epidemics, sensitise those people who may be their only frequent social contact, e.g. small kiosk owners or meal-on-wheel staff, by providing them with basic behavioural / communication guidelines.

Related cultural factors: Communication, Age-related roles

Sensitise vulnerable “active pensioners” who may overestimate their own physical capabilities to better protect themselves, by disseminating information via, e.g., charity shops, computer courses for the elderly, or sports groups for pensioners, and use them as information disseminators within their age group.

Related cultural factors: Communication, Age-related roles, Social networks

Use the potential of Senior Citizens Organisations and Universities of the Third Age as sources for getting in touch with active pensioners and encourage them to learn and get engaged in disaster preparedness activities.

Related cultural factors: Communication, Age-related roles, Social networks

Recommendations for implementation related to communication with foreigners:

Cooperate with entities which employ or are in close contact with foreigners/expatriates, (e.g., foreign embassies, chambers of commerce, and/or foreign companies with expatriate staff), to provide their members/employees with disaster-related information and disaster preparedness advice in their respective foreign language.

Related cultural factors: Languages, Communication, Ethnicity

Encourage private language schools, which teach the local language to foreigners, to include disaster preparedness and response related topics, e.g., emergency contact numbers, procedures, symbols, in their course material.

Related cultural factors: Languages, Communication, Ethnicity, Access and use of infrastructure/services

In tourism areas, encourage hotel, camping site and B&B owners to not only inform their guests about local attractions, but also to include in their “welcome/information pack” guidance about local emergency contacts and local procedures in case of a disaster.

Related cultural factors: Languages, Communication, Ethnicity, Access and use of infrastructure/services

Identify language barriers where interpreters may know the respective common language but need to translate information where they may not know the correct words or phrasing in disaster response; ensure such interpreters receive specific training and have the appropriate linguistic and “technical” background in disaster communication.

Related cultural factors: Languages, Communication

In multi-cultural areas and touristic regions, focus on the development and usage of mobile phone-based technologies which provide foreigners with multi-lingual messages containing emergency information.

Related cultural factors: Languages, Communication

Recommendations for implementation by using social media and mobile phone apps:

To encourage citizens to submit information to authorities in disaster situations, e.g., via crowdsourcing, but also to provide incident-related individual information, use specifically designed mobile phone apps rather than social media.

Related cultural factors: Communication

If it is intended to merely provide information to citizens, rather than citizens submitting information to authorities, or information exchange between citizens, both social media and mobile phone apps are equally useful.

Related cultural factors: Communication

To foster information spread across different communities, local disaster responders should try to become members of “online neighbourhood watch groups”, e.g., Facebook groups, and make use of the extensive network between such groups (via citizens who move their homes but stay in touch with their previous local communities online).

Related cultural factors: Communication, Social networks

Set up or improve the Facebook presence of disaster authorities, to build and make use of citizens’ trust in authorities’ information sources online.

Related cultural factors: Communication, Attitudes toward authorities

To improve perceived usefulness and acceptance, any mobile phone app specifically designed for disaster-related information should:

• be seen to be led by public authorities, either on national or even supra-national (e.g., EU) level;
• allow authority-to-citizen, citizen-to-authority, and ideally also citizen-to-citizen communication;
• not only be useful in disaster response but also provide information in disaster preparedness; and
• be pre-installed when purchasing a new mobile phone.

Related cultural factors: Communication

To reach those citizens who are not active or frequent social media users but still frequent mobile phone users, make disaster-related information available via mobile phone apps.

Related cultural factors: Communication

Accept the risk of providing redundant information due to the existing multitude of social media channels and mobile phone apps and, rather than attempting to avoid redundancy, perceive overlapping information streams as a strength, given that cultural groups and cultural factors overlap as well.

Related cultural factors: Communication

Further reading:

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