1. welcome meri-k appy vision 20/20 manager of strategic partnerships & executive board liaison...
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WELCOME
Meri-K AppyVision 20/20 Manager of Strategic Partnerships & Executive Board Liaison to Strategy 2
Fire Safety Materials GeneratorBackground
Vision 20/20 Strategic Planning Symposium (2008)Goals:
– Increase number of working smoke alarms in the U.S.– Focus on #1 cause of home fires = cooking– Allow FDs to customize based on local risks and demographics
Thank You to AFG
3 Fire Prevention & Safety Grants supported a research-based process
Brief History of Development Process
Research Phases:• 3 rounds of creative research & review• 1 round of user experience testingGoals:• Understand behavioral determinants in play• Determine effective message points• Evaluate creative concepts’ impact on
behavior
Concept Testing
Research Goal: Explore behavioral determinants of smoke alarm installation and maintenance in context of the home
Research Method: 70 interviews of homeowners and renters
Key Findings: Messages with emotion – especially those emphasizing ‘love’ – humanized the risk by tying the behavior of having working smoke alarms to keeping loved ones safe
Message Research
Research Goal: Evaluate language options to determine ability to evoke actionResearch Method: 6 small discussion groupsKey Findings:
What is interesting? Ease and frequency of testing, reminder tips and tricks
What is persuasive? Vivid and direct language
What is memorable? Emotional appeals (family, protection, mortality)
What is powerful? Combine emotion with rational (fight the fear with a plan)
Message & Creative Testing
Research Goal: Determine what messages convey to consumers, and where fire professionals differResearch Method: – 50 door-to-door interviews (consumer interviews)– Fire Department Survey, 211 responses
Key Findings:• Where There is Love, There Are Smoke Alarms.• Smoke Alarms. A Sound You Can Live With.• Give a Beep. Smoke Alarms Show You Care.
Web Tool User Experience Testing
Research Goal: Evaluate the user experience, navigation, and ease of use of the materials generator tool
Research Method: 5 1-hour virtual interviews with fire service practitioners (This was supplemented with additional user-research by S>M)
Key Findings: Tool is easily navigable and to the point. Minor adjustments made for user account creation.
Thanks to User Experience Testers
• Monica Colby, Rapid City (SD) Fire Department• Marsha Giesler, Village of Downer’s Grove (IL) Fire
Department• Kim O’Malley, Delaware Fire Training• Tammy Peavy, Mississippi State Fire Marshall’s Office• Maria Rosen, Miami Fire Rescue
Development Team Review
• Messaging: – Accuracy of technical detail– Literacy level– Identify & clarify supporting behaviors to be
addressed• Design: – Number of messages at a time– Diversity of images– Accuracy of diagrams
Thanks to Development Team
• Karen Berard-Reed, NFPA• Zach Cahalan, American Red Cross• Linda Church, ProLiteracy• Tonya Hoover, California State Fire Marshal• Teressa Kaas, United States Fire Administration• Angela Mickalide, Emergency Medical Services for Children• Tammy Peavy, Mississippi State Fire Marshal’s Office• Robin Poindexter, Richmond (CA) Fire Department• Maria Rosen, City of Miami Fire-Rescue
Vision 20/20 • Founding Sponsor
– Institution of Fire Engineers, US Branch
• Executive Committee– Meri-K Appy, Strategic Partnerships Manager– Jim Broman, IFE Liaison– Jim Crawford, Project Manager– Peg Carson, Staff Coordinator– Ed Comeau, Communications Manager
• Liaisons– Sandy Facinoli, USFA– Margaret Wilson, DHS
Salter>Mitchell Team
Peter MitchellChairman &
Chief Creative Officer
Karen OngCreative Director
Alex BuchholzSenior Digital
Manager
Lindsay FordProject
Manager
QUESTIONS?