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Fátima Prieto 152850

Case 8: Is your family prepared?

In 2006 the focus of the government of Canada was the public safety and security, they wanted to reduce the impact of events such as hurricanes, floods and winter storms, those hazards that could occur any time without any notice and the population wasn’t prepared to respond to those emergencies. That’s why in November 2006 Public Safety launched “Is your family prepared” as a national social marketing initiative with 3 main purposes and an approximate cost of $3.5 million for the first year:   

Raise awareness of the threat/risk environment (“all hazards approach) Increase the number of Canadians who have a family emergency plan Increase the number of Canadians who have a 72-hour emergency kit

The Canadas national emergency protocol require that Canadians as individuals attend their own needs for at least 72 hours during a major disaster, and as a result of a research made just before of the campaign launch indicate that only about 28% of the Canadians were aware of this protocol and know what to do in case of emergency, also just a 33% had a family emergency plan prepared and 32% an emergency kit. In general, the level of personal emergency preparedness ranges from moderate to low.

The Canadians readiness to change behaviors towards the 3 purposes that were intended to be adopted were; 1 in 5 intended to learn more about the types of emergencies that could be facing anytime, 15% planned to create an emergency plan, prepare a kit only 18%. Moreover, those who didn’t prepared a kit thought that they do not need one even though 61% of Canadians believed that preparing a kit is an important part of safety.

Target audience Primary: Parents aged 35-54 years, mainly woman, living in urban centers. The target was extended in 2007 to lower-income families, seniors and people with disabilities, the corporate business sector, first responders and educators.

Objectives Behavioral objectives: To increase a percentage of the target audience who obtain information about emergency, to complete an emergency plan and to assemble or purchase an emergency kit Knowledge objectives: To increase a percentage of the target audience who know more about emergency situations and how to respond. Belief objectives: To decrease a percentage of the target group who believe there are many emergencies you can not prepare for. The campaign also wanted to increase the number of Canadians who believe there is a sense of urgency about getting prepared and that preparedness is necessary for their own and their family ´s safety.

Barriers of adoption    

Psychological beliefs Lack of awareness Reliance on government Language barriers

Strategies Product The augmented product consisted on an emergency-preparedness web site, a tollfree number, a family emergency preparedness guide and prepackaged emergency kits. Price The prepackaged emergency kits were made available for $57 USD, emergency guides and the web site that included information on risks, family plan templates and kit checklist that were available for free. Place Canadians were asked to list some of their trusted sources of information and that lists was used to identify the channels of distribution for the campaign, those places includes fire and police departments, nonprofit organizations, municipal government, news media, among others. Prepackaged kits and campaign promotional material were distributed to retail partners such as grocery stores, department stores, hardware stores and pharmacies a total of 4,000 stores participated.

Promotions Advertising: 2 national TV flights, print ads in 16 national women-targeted magazines and newspapers, also ads on web sites matching the magazines and emarketing programs. Public relations: Staff seminars and a testimonial program, those testimonials were solicited through contests. Direct marketing: Partners helping with the creation of direct marketing programs, the emergency preparedness guides were inserted into the emergency kits and training manuals, and retail collateral such as posters and end-of-aisle displays supported the phrase “Is your family prepared?” International communication: Staff training seminars

Results The initial indicators were positive, in the firsts 4 months there were 242,694 visitors to the web site, nearly 60,000 downloads of the emergency guide, 2,955 Canadians completing the online emergency plan, around 2,700 e-mail subscribers, 4,758 calls to the hot-line 80% of those calls were made form woman and 30,793 guides were ordered. Also, within the first month of the campaign a survey was conducted and the results indicated an increases in knowledge, beliefs and behaviors....