Community connection is the key to resilience. We know this from historical precedent and from deep social science research—as well as from recent emergencies, such as Superstorm Sandy. 

The SF Department of Emergency Management conducted qualitative research to understand the importance of community connection and people’s attitudes towards preparedness. The findings below informed the design of SF72, and the City72 platform.


“In an emergency, we do what we did yesterday.”
— SF DEM

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What we know

Social connection is the single biggest determinant of resilience.

The more connected we are, the better we fare in emergencies.

 

In an emergency we do what we did yesterday.

This means tools for preparedness need to be things we use all the time, not stuff that’s ‘just for emergencies.’

 

Fear-based messaging turns people off.

When it comes to changing people's behavior, it’s much more effective to offer simple steps to get prepared than to scare people.


Who is City72 for?

City72 is designed to reach people who are not already engaged in emergency preparedness. We identified four behavior modes, or mindsets, when it comes to emergencies: 'Ignore it', 'I should', 'Did it once', and 'Committed.' Of these four, City72 targets the 'I Shoulds'—people who know they should do something, but aren't sure where to start. To reach the 'I Shoulds,' City72 offers clear, accessible information and simple steps to get prepared. 

I SHOULD

City 72 is for the I Shoulds. People who know they should do something to get prepared, but don’t know where to start. 

Most of us are ‘I Shoulds’—we know that we should take action to get prepared, but we don’t know where to start. 

IGNORE IT

People who are just not interested and don’t want to think about emergencies. They're too busy doing other things.

 

 

DID IT ONCE

People who took a step towards preparedness once—perhaps when they bought a house or had a child.

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COMMITTED

People who are fully committed to being prepared and stay up to date.

 


Making an emergency kit is on my ‘to do’ list right under ‘buy a new dining room set’...I’ll get to it one day.
— Janet, San Francisco, who exemplifies the "I should" mindset

City72 Benefits

REACHES NEW AUDIENCES

City72 shifts the tone of emergency preparedness to reach an interested but currently disengaged audience.

 

SIMPLE AND ACTIONABLE STEPS

City72 offers positive messaging and tangible steps. Those small steps ladder up to potentially big impact if and when an emergency occurs.

 

ADAPTABLE TO YOUR CITY

The City72 platform is customizable to your local culture and tone. It’s not a cookie-cutter solution—because people relate to their local area much more than broad messaging.

PREPAREDNESS TOOLS THAT ARE USEFUL NOW AND IN A CRISIS

The City72 site serves as an emergency hub before, during, and after an emergency. For example the CityNow Updates Map shows useful information day-to-day, and switches to become the homepage in an emergency—when it contains emergency updates.

 

SUPPORTED BY RESEARCH

City72 is built upon exhaustive social science research that proves the efficacy of values-based messaging.