Ketan Chitnis, PhDCommunication for Development SpecialistUNICEF Viet Nam

Risk communication theories on engaging communities

Disclaimer: The presentation represents the personal view of the author and does not necessarily represent the position of the United Nations Children's Fund (UNICEF)

Communities…DRM

Community limited capacity to act or make decisions . Relies on authority.

Resilience, social capital, social

networks, interpersonal trust

Community - autonomous - preferences, resources, capabilities. Active.

Great East Japan Earthquake – role of communities

Volunteer Fire corps (Syobo-dan)Since 18th century, 890,000 active volunteers Most people

rescued by relatives and neighbours

within the first 24 hours, before

respondersNeighborhood associations (Jichikai)Mobilize communities in disaster drills

Timeline of CBOs in Japan

Lessons…Strong and effective community-based DRM requires

grassroots support and linkages to the community. Linking disaster risk awareness and preparedness

activities to local cultural events effective in maintaining a culture of preparedness.

Building effective and sustainable capacity for community-based DRM requires the formal recognition and support of local and national authorities.

In addition to providing financial and technical assistance, local and national governments should develop legislation on and institutionalize the role of CBOs.

WHY SHOULD WE ENGAGE WITH COMMUNITIES?

Risk Perception & Vulnerability (Adaptive capability - Smith and Wandel, 2006)

• Physical attributes• Exposure Assessment

• Ability to cope, resist, recover• Risk perception – protective and

inhibitoryVulnerability

• Assessment• Vulnerability

Perceived Risk

Risk assessment – avian flu communication

1. Expert driven messaging dominated communication 2. High risk group segmentation not conducted adequately –

backyard/producers/wet markets3. Cultural context, economic situation, emotional elements were

overlooked

Social Determinants of Community Preparedness & Resiliency

Social cohesion

Environ-ment

Socio-economic

s

Preparedness – engagement, trust, inputs, ownership in planning

Resiliency – increased with “whole of community” process

Why engage with communities • Higher poverty neighborhoods less likely to

rapidly or easily evacuate early enough• Media blamed lack of responsibility, deficits in

infrastructure and resources led to severe damage

Hurricane Katrina

• Control of the spill, underwater infrastructure and long-term eco-system damage

• Later unanticipated social and economic disruption to communities inland and on the shoreline emerged

Deepwater horizon disaster

• School closure not adhered to due to economic reasons, risk perception was low

• Severity of illness over public good• Communication and outreach not tailored for

different population types

2009 H1N1 pandemic

Lessons from theories/models

Risk perception

Hazard Outrage

Lessons from theories/models

Risk perception

Hazard Outrage

Planning, ownership

Complexity of behaviours

Media and outreach

Questions to ponder…

• What can risk communication for disease outbreaks learn from community-based disaster risk management?• How risk communication can match the expert

advice with local realities, cultural practices and socio-economic context?• How best can communication address risk

perception, resilience and social cohesion in the context of disease outbreak?

ReferencesBiedrzycki, P.A and Koltun, R. (2012) Integration of Social Determinants of Community Preparedness and Resiliency in 21st Century Emergency Management Planning. Homeland Security Affairs, 8(14)Patterson, O.; Weil, F.; Patel, K. (2010) The Role of Community in Disaster Response: Conceptual Models. Population Research Policy Review, 29, pp. 127–141Shaw. R; Ishiwatari. M; & Arnold. M. (n.d) Community-based Disaster Risk Management. Kyoto University and World BankChitnis, K. (2012). Risk Communication and Emerging Infectious Diseases: L:essons from Avian Influenza Control in. Obregon, R. & Waisbord, S.. The Handbook of Global Health Communication.