Harnessing the Power of Family Ties, Women and Children in Warning Communication

Public response decisions to severe weather events, such as tornados and hurricanes, are typically made by citizens in the context of “families” of emotionally and socially connected adults and children. These families take on many forms and may not always occupy the same household. However, in today’s technological world they are connected as never before. From an increasingly young age children use computers and wireless devices to stay connected with family and friends. Elderly adults keep in touch electronically with their families. Young adults and Millennials, if not residing with their parents, are likely to call and text often, sometimes daily. How might the weather enterprise capitalize more effectively on these family relationships to promote appropriate protective responses to severe event forecasts and warnings? Families are primary socializers, not just of children, but also of adults. Today’s cultural trend toward more child-focused parenting has increased the influence of children’s opinions on adult behavior. Messages directed toward children have been effective in addressing public health issues, such as anti-smoking and seat belt usage. Gender differences in response to risk are well documented, with women being more likely to advocate for protective action. So how might these “persons of influence,” i.e., women and children, assist the weather community and its partners in promoting warning response? This presentation advocates, and provides examples, of targeted media campaigns that harness the power of family ties, gender differences, and the influence of children to promote appropriate, life-saving responses to severe weather events.