National Wildfire Prevention Campaign: Survey Results. Hayley Hesseln, Toddi Steelman, David Zhang University of Saskatchewan

Transcription

1 National Wildfire Prevention Campaign: Survey Results Hayley Hesseln, Toddi Steelman, David Zhang University of Saskatchewan October 25, 2015

2 The problem

3 The problem

4 The problem

5 The problem

6 The problem

7 The problem

8 National survey: assess the public s awareness and knowledge of fire prevention, and behaviour with respect to campfire safety, recreation use and forest residents; Assessment of current perceptions regarding fire prevention messages; Research objectives

9 Assessment of social media effectiveness; Identify successful future campaign messages (e.g. focus on benefits of safety, fire danger, consequences); Best practices moving forward. Research objectives

10 Collaborative survey development Sponsored by CIFFC Wildfire Prevention Working Group (WPWG) Translated/tested Finalized Internet survey (French and English) Probit representative panel data Agency invitations social media Launched on July 22 nd Closed after Labour Day long weekend (Sept 7 th ). The approach

11 General overview need & purpose Sections Media preferences Message receipt and compliance Knowledge Fire use Slogans/messaging Demographics The survey

12 37,444 individuals 3,412 people began the survey, 1,824 completed the survey Overall completion rate of 4.9%. Probit panel: N = 1,437 completed surveys, Social media blasts N = 387 completed surveys. Respondents from all provinces, YK and the NWT Completion rates: AB (14%), NFLD (9%), Nova Scotia (6%). All other jurisdictions had a 5% completion rate or less. Results

13 1. Twitter/tweets 2. Facebook 3. TV news broadcasts 4. Fire danger rating signs 5. Radio PSAs 6. Printed materials 7. Agency websites 8. Public lectures/meetings 9. School programs Media effectiveness/preference

14 Source # Received # Started # Finished % Started % Finished Facebook 3, Twitter 2, % Total Web 1, TOTAL 7, % 47% 5% Social media effectiveness

15 1. Twitter/tweets 2. Facebook 3. TV news broadcasts 4. Fire danger rating signs 5. Radio PSAs 6. Printed materials 7. Agency websites 8. Public lectures/meetings Messaging likelihood receipt/compliance

16 Reason # % People don t understand the risks involved when they fail to use fire safely. People don t believe they will get caught if they start a wildfire The current ways of delivering the messages are not reaching the right audience. Current messages are not memorable or meaningful. 1, Reasons for non compliance

17 Top suggestions for non compliance (n=663) # % Failure to recognize risk Perception: It won t happen to me! Careless Stupid Lack of information Lack of respect, failure to be responsible/accountable Comments non compliance

18 Poorly answered questions: What is the greatest cause of fire in Canada? (68.7% - human causes) The time of day that wildfires typically will spread most rapidly (69.6% - 10am to sundown) Fire use frequency: To clear grass, brush or woody debris (n = 175, avg/mo. =0.24) Backyard (n=143, avg/mo. = 1.88) Cottage/cabin (n=72, avg/mo. = 2.4) National, regional or local park (n=102, avg/mo = 1.4) Knowledge: they passed & Fire use

19 1. If you start a wildfire, you are criminally and civilly liable! 2. The majority of wildfires are human-caused. Don't let it be you! 3. If you don't practice wildfire prevention, who will? 4. When you see a fire, report it immediately! 5. Remember - Only YOU can prevent forest fires! 6. It is YOUR responsibility to prevent the forest from going up in smoke! 7. Soak it. Stir it. Soak it again! 8. Be prepared. Don't let your fire go wild. 9. Prevention is the best way to reduce the occurrence of wildfire. 10.How can you help to prevent wildfires? 11.We're in this together and we CAN prevent forest fires! 12.Know your Fire Danger: Look, Listen, Feel! Slogan preference

20 Soak it. Stir it. Soak it again! (most memorable) When you see a fire, report it immediately! (most persuasive) The majority of wildfires are human-caused: Don t let it be you! If you start a wildfire, you are criminally and civilly liable! Remember Only YOU can prevent forest fires! Preferred slogans

21 Suggestions Check in, Check out, Light a fire, Put it out Make sure YOU don t set the world on fire! (Aimed at ATV users) You can be: a hiker, a camper, a smoker, a toker... but before you leave, make sure you're a soaker Put out your fire! You light it; you fight it! One tree makes a million matches; one match destroys a million trees. Roses are red, Violets are blue, Forest fires can be prevented, But only by you!

22 Messaging should be based on what matters most to people: (1) protection of communities, (2) the environment, and (3) wildlife Messaging that targets human values, should focus on the importance of protecting people, homes, cottages, and businesses. Messaging should focus on humans as the most common cause of wildfire and that 10am to sundown are the times of greatest risk Target those who use fire the most/most often. Recommendations

23 Focus campaigns on different behaviours and actions (e.g. preventing fires from starting, reporting fires once they start) Use fire danger rating signs, TV, and radio (highest message receipt and compliance). Broadcast campaigns using preferred media by jurisdiction (fire danger rating signs, television, radio, and in some jurisdictions, Facebook NS, PEI, Aboriginal). Recommendations

24 Develop campaigns that change perceptions of risk and consequences: Develop video campaigns aimed at changing perceptions Use more direct messaging with commands e.g. When you see a fire, report it Demonstrate the consequences of fire Recommendations

25 It won t happen to me?

26 Hayley Hesseln University of Saskatchewan Thank you

27 Region Most Memorable Preferences by group Most Persuasive Overall British Columbia & 7 Alberta Saskatchewan Manitoba & 4 Ontario Quebec & 4 New Brunswick Nova Scotia Prince Edward Island 1 & Newfoundland & Labrador Yukon 7 7 & 4 7 Northwest Territories Aboriginal & 7