Who Participates in the Great ShakeOut? Why Audience Segmentation Is the Future of Disaster Preparedness Campaigns

The Great ShakeOut, the largest earthquake preparedness drill in the history of the United States, first took place in 2008 and offered the Lear Center a chance to study and assess how people participated and whether audience segments shared behavioral patterns. Our online survey revealed four clusters of participants: Minimal, Basic Drill, Community-Oriented and Interactive and Games. Our full, peer-reviewed report on our findings has just been published and the take-away should inform all future disaster prep campaigns. READ IT NOW.