"Trueno" Preparedness Campaign for Pet Owners in Costa Rica 2012-2014

"[P]ositive results can be reached by messaging people about protecting their pets from disasters instead of focusing on the harmful impact these events could have on them."

Studies show that families value pets the most during times of disruptive transitions, adversity, or crisis. Therefore, not only do companion animals depend entirely on their owners for protection from events like floods, earthquakes, and volcanic eruptions, but concern about them directly impacts their owners and their ability to evacuate in the midst of and/or to recover from a disaster. This paper describes the implementation and impact of a communication campaign developed by World Animal Protection to better prepare urban pet owners in Costa Rica for disasters and to promote a culture of resilience.

Costa Rica is a multi-hazard country whose urban areas are especially vulnerable to disasters - in particular, to earthquakes and flooding. With a focus on pet owners in the greater metropolitan area, where most pets are located, the campaign was implemented from 2012-2014 following a quantitative research study that identified gaps in the level of preparedness with regard to the needs of companion animals in times of disasters. For instance, less than 3% of all pet owners fulfilled even two of the four criteria: (i) ID tag with the owner's contact information; (ii) kennel and leash; (iii) emergency kit in a secure container; and (iv) friend or family member who could take care of the pet in case of evacuation. The campaign was then designed to fill the gaps of the assessment results, and communication channels were selected based on media consumption by the specific audience. The research-grounded initiative conveyed simple, practical tips - in what was meant to be fresh and positive ways - to help with the development of emergency plans for the whole family, including pets.

Specifically, "Trueno", which is Spanish for thunder, is the name of a dachshund who was the main character of the campaign. In a public service announcement (PSA) that was the central element of this campaign, Thunder speaks (through voiceover from a narrator) with the audience about the measures he had undertaken to prepare for disasters. The campaign was developed as part of a more comprehensive programme World Animal Protection was implementing with the Costa Rican Ministry of Agriculture and local Animal Health Service to strengthen national and local capacity for disaster risk management.

The advert aired on selected TV channels at both prime time and other times to ensure maximum exposure. It was broadcast over 6,000 times during the 3-year campaign, with approximately 700 adverts per month. Based on rating estimations, the TV PSA reached 45% of the intended audience, and each person viewed the advert an average of 3 times. A post assessment determined that 50% of the people had seen some advertising related to animal protection, and 35% specifically remembered the Trueno PSA.

In addition, key messages were promoted on social media, including Facebook and Instagram. On Facebook, the campaign used short messages, such as "Do you know how to evacuate with me during a landslide?" with illustrative pictures to draw the attention of the audience to the World Animal Protection website. The website featured more detailed information for animal owners to download, such as what to do in specific emergencies or what to include in an emergency kit. People were also able to subscribe to a specific number and receive weekly tips via SMS (short messaging service, or text message).

The real impact of the campaign was determined by assessing whether the level of preparedness among urban pet owners in Costa Rica improved. The same quantitative research was repeated in 2013, 2014, and 2015 to assess if there was an increase in the percentage of animal owners closer to the ideal profile (see (i) - (iv) above) and taking specific measures that would protect their pets during a disaster. Based on a survey of 1,212 adults, the assessment in 2015 showed that the number of people implementing at least one of the measures nearly doubled, and specific criteria also improved - for example, the percentage of people with an emergency plan increased from 2% to 21%.

In conclusion, even though the increase in the percentage of animal owners taking measures in Costa Rica cannot be attributed only to this campaign due to the lack of a control group, "it is safe to say this campaign had promising penetration results and that companion animal owners are increasing their awareness towards the importance of protecting their pets. This trend, alongside the increasing importance of companion animals to society, is an opportunity for disaster risk management practitioners and experts to test new ways of speaking about risk reduction, through the link with protecting pets. Instead of thinking about animals as a risk factor, the bond between people and animals could be used to increase disaster preparedness...[T]here is enough evidence to state that considering the bond between animals and pets when communicating about disaster preparedness is effective."