Deeper understanding brings better engagement, says Heena Dave
 
In summer 2007, England and Wales witnessed episodes of severe flooding on an unprecedented level. In total, 50,000 homes and 7,000 businesses were affected. The damage was extensive and much work still needs to be done to be better prepared for the scale of flooding seen in June and July last year.

Last December’s interim report of the independent review commissioned by the Government – The Pitt Review – identified the lessons learned from the emergencies and made 15 urgent recommendations to reduce the impact of flooding that may occur in the near future. These included managing flood risk, groundwater monitoring, local and national planning and response, public information and public preparedness.

Sir Michael Pitt went on to call for deeper public engagement to ensure a process of adaptation to the rising flood challenges across the nation, encouraging positive behavioural change at grass roots level. 

Raising awareness

The Environment Agency’s Flood Awareness Campaign, running from 1999, has always focussed on achieving this public recognition and raising awareness of flood risk amongst people living and working in areas at risk from flooding.

At local level we prioritise certain areas and go door-to-door to warn people about flood risk. Our staff use every opportunity to raise flood awareness, targeting public events, shopping centres and other places. All this has helped increase awareness, but we still need to get people to act on what we tell them. When some people are flooded they don’t think it will happen again, so we want to show them that there’s a real threat of repeat flooding, especially as the climate changes. We’re also starting to put more emphasis on how flooding affects people, rather than on flooding in general. Again, the aim is to help persuade those at risk to take action.

Regular surveys are commissioned to establish the public’s attitude to flooding and flood preparedness. The latest research demonstrated a positive increase in the public’s response to the Environment Agency’s communications, but the 2008 flood awareness campaign tracking survey1 confirmed a widespread apathy and tendency for people to deny the risk and assume it will never happen to them. Research shows that the major obstacle is getting people to accept they’re at risk of flooding. The latest research showed that, of respondents living in flood risk areas, only half (52 per cent) were aware that their property was at risk of flooding, and of those only 57 per cent had taken any measures to prepare in advance of flooding. 

The role of psychology

To understand the motivations behind this denial the Environment Agency worked in tandem with psychological expert Philip Hodson.

‘Flooding is seen as a complex issue that is difficult to deal with and to control,’ commented Hodson. ‘That is why people choose to ignore it. We receive numerous warnings in everyday life, yet we only have the capacity to deal with some of those. Psychologically, we hope that by ignoring the issue it will go away – but that simply doesn’t happen.’ 
 
Taking these psychological insights into consideration, the Environment Agency continues to look at innovative ways to communicate to the public and stimulate attitudinal and behavioural change. One instance of this is their partnership with Cultural Dynamics Strategy & Marketing (CDSM), leading advisors on the implications of changing cultural and individual values on policies, processes and procedure. 

Classifying values

Using quantitative research conducted since 1973 that has measured the values, beliefs and motivations of the UK population, CDSM has developed a typology called values modes that explains the dynamics of personal, market and cultural change. The values modes methodology, a psychological method of customer segmentation, categorises people into three motivational groups. Within each of these there are four separate values modes, totalling 12 discrete psychographic types that are based on value sets.

These values are individuals’ sets of beliefs and motivations that underpin their attitudes, which go on to underpin their behaviour. In this way, they demonstrate why people do certain things and make certain choices. As a person’s values or needs are met they then move through the value modes, determining how an individual’s motivation can change over time.

By employing the values modes methodology, and breaking people down into the correct psychological profile, communicators have the chance to target and engage them more effectively.

The first of the three primary motivational groups are the sustenance-driven Settlers. Settlers have core psychological needs; in particular, the need for safety and belonging. The second are the outer-directed Prospectors. Prospectors are searching for the esteem of others and the need to develop their own self esteem. The third are inner-directed Pioneers. Pioneers display the need to understand their surroundings and how everything works. They need knowledge, aesthetics and understanding. 

Using the classification

In December 2007, a pilot communications campaign was launched to find out whether using this classification could improve the Environment Agency’s communication with the public. This would be tested during a series of 20 nationally coordinated flood awareness roadshows which took place in March 2008. Designed to raise awareness of the risk of flooding in each area, the roadshows outlined the relevant steps that local residents can take to protect their homes and families from flooding. 

Using the classification to engage better with the public, Environment Agency staff would make initial contact with the customers. Using their training, they would develop a relationship with their customer to encourage them to find out if their home was at risk of flooding. The customer could do this by entering their postcode into the Environment Agency’s flood mapping service. If the customer’s property was found to be at risk, they would go on to sign up to the free Flood Warnings Direct Service. Staff would then engage with their customer to advise on how to protect their home from flooding. This involved putting together a flood kit using the materials provided on the stand, so that they felt prepared and equipped to repeat the process in their own home.

Key Environment Agency regional and area staff were briefed and trained over a two-day interactive programme. They learned to engage with people attending the roadshows, using the values modes approach. They participated in a series of workshops and role plays, to allow them to devise appropriate ways to use the flood awareness stand materials to target the three motivational groups. They allowed members of staff to empathise with the diverse values of the different audience groups, whilst ensuring a consistent approach across all the roadshows. 

Increased response

Carol Mayston, Campaign Coordinator from Ipswich, said, ‘The values modes training allowed me to understand the motivations of our target audience. By categorising them into groups I was able to tailor my message to suit them and gain their trust. It was very beneficial to understand what motivates people to want to find out more about flooding, and equally how a particular approach might frighten or alienate them.

‘The roadshow I attended was in an area populated in the most part by Pioneers. This group are very self-aware. They generally have already got some background knowledge, but are always very keen to know more. I found that by placing the flood map in a prime position, instinctively they wanted to check the location of their property on it. Once I had their attention I was able to encourage them to overcome any initial concerns and check to see if their home was at risk.’

Flood Risk Management Communications Programme Manager Jon Challis said, ‘Our latest research has shown a steady increase in people responding to our ongoing communications, but we still need to do more. Our association with values modes has allowed us to test new ways of engaging people.

‘The local roadshows provided the necessary platform to open a dialogue with customers at grassroots level. Our customers form their opinion on flooding from a range of different sources, and how we communicate with people is important. values modes has allowed us to specifically tailor our approach. Knowing how to pitch our message to connect with people and engage with them about flooding is essential. In turn this means we are more likely to motivate them to take action when they get home.’

‘This cutting edge approach has had a significant impact and played a pivotal role in the success of our roadshows,’ he added. ‘Whilst the comprehensive evaluation results will be announced in July, our area staff have already reported a positive response. Initial results have indicated that customer engagement increased, with all visitors to the stands fully participating with the interactive elements of the roadshow.’

References

1. Ipsos MORI (21 February-1 April 2008). Face-to-face survey of 1129 'at risk' respondents

Heena Dave is Flood Awareness Campaign Communications Account Manager