Caribbean: Music for hurricane season

Duration: 2 years

Context: A World Bank Study identified several barriers hindering proactive action measures.

Common barriers

1. People don't receive preparedness messages.
2. People don't internalize risk.
3. Lack of trust in government messaging.
4. People do not take action. The challenge was to find creative ways to nudge people to internalize risk and increase preparedness.

Objectives

• To overcome identified behavioral barriers, using music to nudge people to internalize risk and help increase preparedness.
• People have the information they need, including preparing an emergency plan, preparing an emergency kit and knowing your nearest shelter.
• People share the message with neighbors and friends.
• People have increased self-efficacy and motivation to take action.

Activities

• The prototype: Music for Hurricane Season in Haiti (2020): In partnership with local artists, a musical message was created with preparedness recommendations. This message was distributed in local radios all over the country to announce Hurricane Season. Song w/ French Subs Song w/ English Subs (World Bank Case Study: An n prepare n pi plis toujou ! [Let us be more and more prepared]).
• Phase Two: Disaster Fighters: Music for Hurricane Season in the Caribbean (2021): In partnership with artists and cricketers from 10 countries, a musical message was created to announce Hurricane Season in the Caribbean. (Disaster Fighters song)
• Measuring Effects on Hurricane Risk Perception and Behavioral Change. Conducted a randomized controlled survey with 977 participants in 12 countries to measure the song's effects on driving risk perception and protective action. Download the study

Impact

• The Haiti prototype reached 5,5 million people in Haiti. (View the results)
• The Disaster Fighters Campaigns reached 20 million people in 19 countries. 380 media articles in the region. Results from Randomized Controlled Experiment showed that music increases message liking, helps build trust, increases self efficacy, and lends relevance to the message.
• Actors Involved
  • The World Bank
  • Regional Emergency Agency CDEMA.
  • Pacifico Risk Communications