Accelerating risk reduction in Kathmandu Valley, Nepal: Theory-based mass-media intervention proven to increase knowledge of, belief in, and intent to support earthquake-resistant construction.

Abstract:

Motivating people in rapidly urbanizing areas to take protective actions against natural disasters faces the challenge that these people often do not know what actions to take, do not believe that such actions are effective, and/or believe that the disaster will not happen to them within their lifetimes. Thus, finding demonstrated ways of motivating people to take protective action likely constitutes a grand challenge for natural disaster risk reduction and resiliency, because it may be one of the largest, lowest-cost sources of potential risk reduction in these situations. We developed a theory-based documentary film (hereafter, intervention) targeted at motivating retrofits of local school buildings, and tested its effectiveness in Kathmandu, Nepal, using a matched-pair clustered randomized controlled trial. The intervention features Nepalese who have strengthened their school buildings as role models to others at schools still in need of seismic work. It was tested at 16 Kathmandu Valley schools from November 2014 through March 2015. Schools were matched into 8 pairs, then randomly assigned to see either the intervention film or an attention placebo control film on an unrelated topic. Testing was completed just five weeks before the M 7.8 Gorkha earthquake struck central Nepal. When compared to the control schools, the schools whose community members saw the retrofit intervention film increased their knowledge of specific actions to take in support of earthquake-resistant construction, belief in the feasibility of making buildings earthquake-resistant, willingness to support seismic strengthening of the local school building, and likelihood to recommend to others that they build earthquake-resistant homes, which have all been shown to be precursors to taking self-protective action. This suggests that employing a mass-media intervention featuring community members who have already taken the desired action increases factors that may accelerate adoption of risk reduction actions by others who are similar to them.