Using Social Science to Create More Targeted Local Outreach Programs Focused on Reaching Vulnerable Communities

The National Weather Service local forecast office’s outreach endeavors seek to cultivate a Weather Ready Nation by providing weather education within the communities they serve. While prioritizing vulnerable communities is a goal, the quantity, quality, and type of outreach often depends on various factors including, staffing, budget, transportation, and time constraints.

Presented here is an approach developed and refined by the NWS office in Newport/Morehead City, North Carolina (MHX), and scaled to include the majority of the County Warning Area (CWA). The approach systematically identifies vulnerable communities within the forecast area and constructs a tailored outreach plan based on their needs. Algorithmic databases, social vulnerability indices, forecaster/emergency manager communications, and community interactions collectively informed this process, culminating in the creation of a Vulnerability Atlas. This atlas was then utilized to develop a more equitable office outreach plan that was more focused on addressing community vulnerabilities.

WFO MHX’s 2022-23 school year outreach efforts are illustrative of the success of this approach. Visits were made to schools in each of the 14 counties within the CWA, resulting in interactions with over 4,000 students across 30 schools. The majority of these visits were to schools in vulnerable or underserved communities, often unreached by prior outreach efforts. This endeavor underscores the importance of building relationships, trust, and understanding within communities. While existing datasets may provide a starting point, grasping all critical considerations necessitates active community engagement. In the future, this approach will expand beyond schools to incorporate faith-based communities and integrate citizen science efforts into engagement opportunities.