Draft DDM Public Awareness & Education StrategyPage 1 of 14

DISASTERPUBLIC AWARENESS,

INFORMATION EDUCATION

STRATEGY

Acknowledgments

Thanks are expressed to the Montserrat Department of Disaster Management for allowing me access to their DMCA Disaster Information Policy and Education Strategy of Montserrat on which this document is based.

DISASTER PUBLIC AWARENESS, INFORMATION AND EDUCATION STRATEGY

Background

The Government of Anguilla (GoA) is committed to minimizing the loss of life, suffering, damage and disruption caused by hazard events.

To this end the Government of Anguilla (GoA) has agreed to a National Comprehensive Disaster Management(CDM) Strategy that is coordinated by the National Disaster Management Committee (NDMC) and the Department of Disaster Management (DDM)

The National Disaster Management Committee (NDMC) is the body constituted by the Government of Anguilla to oversee all national emergency/disaster situations relating to Anguilla.

The Department of Disaster Management (DDM),was formed in 2005 by an Executive Council decision as a direct result of a Department for International Development (DFID) funded institutional capability review and CDM Strategy. The Department is the primary Government agency tasked with executing the functions relating to the mitigation of, preparedness for, response to and recovery from emergencies and disasters in Anguilla. The Disaster Management Act 2007 was enacted to provide legal status for the effective management and control of disasters and to provide for related or incidental matters.

The DDM recognizes that the dissemination of disasterinformation and a consistent education campaign targeted specifically at the public are critical to the successful execution of any National Disaster Plan. There is however no distinct policy or strategy defined by the Government of Anguillato guide this process. The following is an articulation of a policy, strategy and plan to chart the way forward.

DEFINITIONS

Director, DDM – The public officer responsible to the Honourable Deputy Governor for all aspects of the Disaster Management cycle on Anguilla.

Programme Officer, COPE– The person responsible to the Director, DDM for the management of the Disaster Public Awareness, Information and Education programme.

THE POLICY

1.0INTRODUCTION

Disaster management in Anguilla has taken on increasing prominence during recent years following a spate of natural disasters, in the region,in particular Hurricanes Luis (1995) and Lenny (1999), which directly affected Anguilla; Hurricanes Ivan (2004), Wilma (2005) and Dean (2007), as well as the Montserrat Volcanic eruption (1995) and continuing related activity; most recently the 7.3 earthquake off the coast of Martinique in November, 2007 and Hurricane Omar (2008). The number of bush/wildfires which occurred throughout Anguilla in 2006 and 2007 because of drought-like conditions and the deadliest disaster event in recorded history, the Indian Ocean Tsunami in 2004, have all helped this prominence.

These recent disaster events along with the CDM review of 2004 and the Capability Review of 2005 has steered the DDM to an all hazard approach to disaster events rather than being purely hurricane based.

Information, before, during and after hazard events, is critical to building public understanding of the risks faced and actions available, or response efforts organised on their behalf by the GoA, to minimise damage and losses when hazards threaten or occur.

There is a need not only to articulate the disaster information policy of the GoA but also to develop a strategy and detailed plan that will create awareness of disaster information and confirm that the relevant disaster knowledge is being received and clearly understood by all community groupings on the island.

The DDM, as the lead government agency for the provision of services and products in the area of disaster management,has the responsibility for ensuring that the disaster education and awareness information issues are adequately addressed,confirming its authority and credibility in the dissemination of disaster information and related matters. The DDM will in association with relevant stakeholders seek to build this awareness.

This document is intended to provide guidelines for the governing of disaster awareness information and education policies of the GoAas well as outlining the strategy that will be used to ensure that the services and products reach the targeted audiences. This document refers to non-emergency situations, unless otherwise specified.

2.0PURPOSE

2.1To establish the framework within which GoA’s disaster information and education programme will be implemented;

2.2To ensure that accurate disaster information relating to all hazards and risks is consistently being disseminated to the public in a timely manner;

2.3To create a framework for managing local media that contributes to disaster education and ensures that information dissemination is accurate and consistent, both internally and externally to Anguilla;

2.4To confirm theDDM as the Coordinating Agency for all disaster management activities in Anguilla;

2.5To establish the DDM as the focal point for disaster information on Anguilla;

2.6To ensure that residents of Anguillareceive consistent, accurate, new and innovative information about the developing trends in the disaster management arena; and

2.7To build awareness of GoA’s emergency response mechanisms and approach to all hazard risk reduction, preparedness and recovery.

3.0RESPONSIBILITIES

3.1The Programme Officer, COPE shall be the Primary Contact Person and have overall responsibility for coordinating disaster related education and awareness information activities.

3.2Relevant Agencies will contribute products to the programme in their areas of technical competence.

3.3All disaster information being released for public consumption shall be vetted by the Director, Disaster Managementwith final approval given by the Honourable Deputy Governor.

4.0POLICY GUIDELINES

4.1General

4.1.1Specific goals, activities and budget shall be developed annually and the Public Awareness, Information and Education Programme shall be evaluated periodically.

4.1.2Local and regional media shall be utilized to keep the public aware of and informed about the disaster management resources, services, products and activities.

4.1.3Contact shall be established with relevant agencies to solicit information for inputs into thepublic awareness, information and education activities as necessary.

4.1.4Newsletters, brochures, lectures, use of the DDM website and other promotional materials shall be produced and distributed.

4.1.5Other effective methods of reaching the public shall be explored based on the target audiences.

4.1.6A special annual Press Briefing shall be conducted to coincide with the beginning of the hurricane season. Other press briefings shall be held to coincide with any special event that will give impetus to the Disaster Management Programme.

4.1.7The DDMmay sponsor or co-host programmes, workshops, lectures, exhibitions and other similar activities and shall cooperate with groups organizing or participating in such activitiesto fulfill the needs of the disaster community for educational or informational opportunities.

4.1.8An annual survey among a sample population of the Anguilla public/clientele shall be conducted to determine the effectiveness of the Public Awareness, Information and Education Programme.

4.1.9Efforts shall be made to incorporate cost recovery into the programme.

4.2Specific

4.2.1Media Contact

  1. Contact with the media will be coordinated and arranged by the Programme Officer, COPE in consultation with the Director DM.
  1. Contacts made by the media shall be directed to the Programme Officer, COPEwho in consultation with the Director DM shall decide the best possible source for releasing information.
  1. A list of all media houses in Anguilla with contact names and other contact information shall be kept and updated annually at the beginning of Hurricane Season.

4.2.2Speaking Engagements, Workshops, Seminars, Meetings, Training Courses

  1. Speaking engagements including lectures and similar events made by disaster agencies will be coordinated through the DDM with the approval of the Director DM.
  1. The DDM must be included as part of the planning team on disaster management issues from the conceptual stage on Workshops, Seminars, Meetings, and Training Courses to make input into or coordinate the public awareness/education components.

4.2.3Promotional and other materials

  1. Public awareness information dissemination will be through a variety of materials such as publications, handouts, brochures, speeches, promotional and similar items. All will be appropriate for specific target audiences.
  1. These materials developed for dissemination shall meet the standards and guidelines established by the DDM.

4.2.4Emergency Situations

In accordance with the National Response Plan:

  1. In an emergency situation, official statements will be released to the public and media houses via available communication mechanisms established in Anguilla, and relevant websites such as DDM, GoA,CDERA and (Anguilla Talk?).
  1. Official statements in an emergency may be made by the H.E. The Governor, Hon. Chief Minister, Hon. Deputy Governor, Director DM and the NEOC Public Information Officer (PIO). This function may be delegated to other officers as appropriate.
  1. During an emergency, the NEOC PIO in consultation with the Emergency Management Group and as applicable the Disaster Executive Groupshall produce a daily Briefing Sheet which shall contain official information that has been authorised for release to the public. When this information is provided to the media, the release will be quoted as “the NEOC Spokesperson”.
  1. Any extreme actions to be taken during an emergency shall be communicated to the media by H.E. the Governor, Hon. Chief Minister, Hon. Deputy Governor, Director DM or NEOC Spokesperson.
  1. Regular pre-prepared pre-approved, preparedness messages and special announcements related to the event may be increased, as needed for the duration of the event.

4.2.5 Situation Reports

In accordance with the National Response Plan:

  1. The NEOC PIO shall vet all Situation Status Reports (SITREPS) being disseminated by the NEOC in consultation with the NEOC Director, after signature of the Planning and Intelligence Section Manager;
  1. Contact shall be maintained with the affected area(s) of Anguillato ensure accuracy of the information being disseminated; and
  1. All relevant information entering the NEOC during the event period shall be treated as priority and shall be routed to the Emergency Operation Group via the Communications Section. Appropriate information will be copied to the NEOC PIO for dissemination.

4.2.6News Releases

  1. Regular News Releases shall be made on important disaster management issues and programmes;
  1. Relevant agencies/committees are encouraged to contribute News Releases regularly based on their programme area;
  1. All local News Releases shall be approved by the Director, DM before dissemination after vetting by the Programme Officer, COPE;
  1. All International News Releases shall be approved by the Honourable Deputy Governor before dissemination after final vetting by the Director, DM.
  1. News Releases shall conform to the prescribed format and distributed through prescribed channels.

4.2.7Training

  1. All requests for training shall be addressed to the Director DM for channeling to the GoA Training Unit for follow-through;
  1. All materials developed pertaining to training shall adhere to recommended guidelines establishedfor publications and presentations before publication;
  1. Training materials shall be made available to relevant agencies for implementation in their training programmes, using established guidelines.

4.2.8Publications

  1. All disaster management publications originating from partneragencies shall be coordinated through the DDM. This refers to the editing of the content, the design, layout, and printing of the publication;
  1. All hazard and operational plans shall follow the format as approved by the NDMC.

4.2.9Cost Recovery

The DDM shall introduce a cost recovery aspect to its Public Awareness and Education programme where appropriate.

4.2.10Reporting

Reports on the public awareness, information and education activity shall be prepared within 1 month of the date of such completion and presented to the Public Awareness, Information and Education Coordination Group.

THE STRATEGY

1.0INTRODUCTION

Disaster information needs have over the last two decades become very important due to the increase in events. Previous efforts focused on hurricane preparedness and relief action but experience from Anguilla and its regional neighbours and the international community makes it obvious that much more emphasis needs to be placed on pre-emptive planning and prevention.

The DDM’s role has evolved to encompass all aspects of the disaster management cycle and for all hazards: prevention, mitigation, preparedness, response, recovery and rebuilding. As such, the time has come to strengthen its position in the dissemination of relevant information and capacity building within its communities.

As the DDM moves to promote the concept of Comprehensive Disaster Management (CDM), public awareness, information and education will play a critical role in attaining appropriate standards in risk reduction.

It is with this in mind that theDisaster Public Awareness, Information and Education Strategy was developed to support stakeholder efforts to achieve the objectives of CDM and, at the same time, to build greater public awareness of the hazards faced, their likely consequences and to encourage public action to prevent or mitigate the harmful effects of potential disasters on the Anguilla community.

1.1Goal

“To provide a mechanism by which the population of Anguilla can plan, prepare for, respond to and minimize the impact of any disasters that might befall Anguilla by promoting awareness and understanding within the population. ”

The building of a culture of safety is undoubtedly linked to the development of CDM. In this regard, and complimentary to the promotion of hazard awareness and risk reduction mechanisms, there is a need to develop advocacy and education programmes to build support for and consensus on the CDM agenda. DDM’s ability to undertake a lead role in CDM advocacy and ownership by key stakeholders will be influenced by the nature and effectiveness of its information, education and awarenessprogrammes.

The DDM Disaster Public Awareness, Information and Education Strategy seeks to build the infrastructure for information collection, dissemination and access. It will also endeavour to develop end-user related products around which cooperation alliances can be structured. The development of a NEOC Media Centre and theDDM Disaster Public Awareness and Education Strategy will be the central lathes of the education and public awareness/informationplan.

The programme embraces the current and emerging technology in creating the architecture, access to and the dissemination of information. It also seeks to build awareness and acceptance of the CDM Strategy and the NDMC disaster programme.

1.2Outputsof the Strategy

The outputs of this strategy will be achieved by the following objectives:

  1. Enhancement of the availability of disaster related information from a wide variety of sources (scientific, practical and community generated) to the public that results in support and adoption of safer practice, decision-making and heightened levels of preparedness throughout the Anguillasociety;
  2. Promotion of acceptance and ownership of Comprehensive Disaster Management(CDM) and enhancement of DDM’s visibility as a leader in the application and educationof disaster management.
  3. To support the institutionalization of disaster management based training on Anguilla.
  1. The establishment of a culture of prevention throughout all spheres of the Anguilla society.

1.3Measurable Indicators

  1. CDM will be well known amongst disaster management partners and collaborators in Anguilla.
  1. Adoption of mechanisms promoted by the DDM. For example emergency warning, sustainable development, family preparedness and public education. Familiarity with national emergency response procedures will be articulated during practice exercise, threats or real events.
  1. At least one major awareness activity established and ongoing annually as one of the cornerstone activities of the DDM.
  1. Increased interaction between DDM and the media.
  1. A Public Awareness, Information and Education Coordination Group is established and has an active membership of at least six (6) agencies by November 2009.

2.0TARGET PUBLICS

DDM’s Public Awareness, Information and Education and information programme shall be targeted at:

  1. The political directorate, policy makers and decision makers, all of which will touch the general public;
  1. All hazard monitoring and response agencies, the media, the education sector, communitydisaster committees, community leaders, the business community, Amateur Radio Operators, Anguilla Branch of the British Red Cross, Public Servants, registered volunteers and other similar interest groups.
  1. The general public.

Programmes and activities will be designed to suit the needs of each target group.

3.0THE PROGRAMME

The Plan is designed to provide advocacy for CDM as well as to promote the work of the NDMCin disaster management. Emphasis will be placed on getting the message across to the masses as well as informing the stakeholders of the benefits of their investments. It will focus on raising the profile of DDM, increasing its visibility and producing the services and products needed by its target audience.

3.1Activities to Achieve The Programme

  1. CDM Promotion and Enhancement of DDM visibility

DDM’s promotion and visibility programme will concentrate on its identified audiences. It is noted that while DDM is one of the major contributors to building disaster management capacity in Anguilla, not enough is known about the DDM. Particular emphasis will be placed on the first target publics in the first Phase of the strategy implementation but efforts will also be made to reach out to the second and third target publics to facilitate public knowledge.

To facilitate CDM promotion and enhancement of DDM visibility the following will be undertaken:

  1. Development of speaker’s kits for Public Officials on disaster management issues, DDM, CDERA and CDM;
  1. Dissemination of information via electronic media - radio and television and will include videos and documentaries;
  1. The print media will also be used as a dissemination medium. Newspapers including non-traditional types such as universities, schools etc, magazines, flyers, information kits and similar mediumswill be utilized;
  1. Use of communication technologies- email & website;
  1. Establishment of cornerstone events such as annual press briefing, primary and secondary school lecture series, town hall meetings and radio panel discussions;
  1. Involvement incommunity disaster committees, Spanish and other ethnic communities.
II.Availability and Awareness of Disaster Management Information
Information management, public awareness/education and training must underpin the effort to embed CDM at the national level. This activity will provide for the positioning of the DDM to take the lead in creating and maintaining the position as the disaster management information clearing house in Anguilla by the type of service it engages in and offers.

The activities herein will concentrate on: