Doing it Right: Engaging Citizens in a Notification Program

For ENS managers across the country, one of the biggest challenges is convincing local citizens to actively engage in the alerts and warnings program. In many cases, the notification data itself is dependent on citizen input making stimulating awareness (and action) even more important.

AlertSCC: A Great Example

One of the best examples we've seen of a local government promoting its notification program is in Santa Clara County, California. It is currently implementing a comprehensive marketing plan to educate citizens on its "AlertSCC" program. The ultimate goal is to encourage the public to register for notifications through its online portal.

The county is deploying local television, radio, and print ads to spread the word. Produced by Oakland, CA-based communications firm CirclePoint, these ads are not your typical boring PSAs, but are instead produced with humor and creativity to attract and motivate audiences. The campaign shuns a direct "fear-based" approach, instead tapping into personal relationships and everyday people with a slogan of "I love you, please sign up" according to Eddie Kurtz of CirclePoint.

In addition, the County is working on a soon-to-be-released viral campaign--a portal that allows individuals to upload their own pictures into these ads and send to friends and family. They are also managing a Facebook page with informational updates and links to these ads. Other methods are being deployed as well, including outreach efforts to specific community organizations within the county.

See the ads here on the AlertSCC Facebook page.

Funding for AlertSCC Campaign

Funding for this extensive campaign came from two sources according to Gwen Mitchell, Director of the Office of Public Affairs in Santa Clara county. The City of San Jose received a UASI grant for $250,000 that was applied to the effort, and the County matched this amount from its operating budget (total of $500,000).

Advice to ENS Managers

What advice would Gwen give to emergency managers regarding public outreach efforts?

First, don't ask them to do too much. "One thing our research showed, is even though people know it is important to take steps to prepare, they don’t do it. I think it is important they be given messages with which they can take immediate action. For instance, signing up for this only takes a few minutes. It’s a step they can take right now. I think that kind of messaging is effective, not a list of 20 things."

Second,use frequent, multiple means of getting the message out. "Communicate often, especially if they are in areas where there is potential for disaster."

Third, center the message on the audience and don't be afraid of creativity. "Target populations where they may not be able to receive the message through mainstream media. You have to be creative and really think about this issue in very broad ways to reach as many people as possible."


It is too early in the campaign to tell whether the time and resources applied here will generate the results Santa Clara County desires. However, we applaud the effort to pair investments in notification technology with investments in community education. The outcome is likely to be a safer more informed community.

All the best,

Lorin