Heatwave Risk Communication: Tactics and Message Framing

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Dear reader,

Scientists say 2024 might be the hottest year ever, beating the record set last year 🌡.²

Heatwaves pose a significant and often underestimated threat to public health and can have severe physical and psychological consequences for different population groups.

When temperatures soar, the human body struggles to maintain its core temperature, leading to a cascade of potential health problems ranging from heat exhaustion and dehydration to life-threatening heatstroke.

Vulnerable groups such as the elderly, young children and people with chronic illnesses are particularly at risk during these extreme weather events.

I thought it would be a good idea to cover positive and negative message framing (with examples) in the context of heatwaves in this edition of the Wag The Dog newsletter .

Hope this is helpful and looking forward to receiving your feedback.

Keep safe, Philippe.

Table of Contents

• Understanding message framing in heat wave risk co …

• Positive (gain) frame messages

  • 👍 Advantages:

  • 👎 Disadvantages:

  • Examples of gain-orientated messages:

• Negative (loss) frame messages

  • 👍 Benefits:

  • 👎 Disadvantages:

  • Examples of loss-related messages:

• Strategic recommendations for effective risk commu …

  • 1. Segmented messages:

  • 2. Combined approach:

  • 3. Contextual sensitivity:

  • 4. Multi-channel communication:

  • 6. Introduce real-time updates:

  • 7. Involve local influencers:

  • 8. Prepared materials:

• Remember…

• References and further reading.

• Video/Podcast Survey Feedback

• Sponsor

• What I am reading/testing/checking out:

• Before you go…

Understanding message framing in heat wave risk communication

The term "message framing"¹ refers to the way in which information is presented to an audience. In the context of heatwave risk communication, we focus mainly on two types of framing:

✅ Positive (gain) framing: Emphasises the benefits of protective measures.

❌ Negative (loss) framing: Emphasises the risks and potential losses if you don't take protective measures.

Positive (gain) frame messages

👍 Advantages:

• Increases intention to take the recommended action

• Builds trust, especially if there is already some trust in authority

• Is perceived as more credible and less fear-inducing

• Maintains public morale during prolonged heatwaves

👎 Disadvantages:

• Can lead to a lower perception of risk and therefore complacency

Examples of gain-orientated messages:

Negative (loss) frame messages

👍 Benefits:

• Increases risk perception and ensures the public takes warnings seriously.

Can change behaviour more effectively, especially with target groups with low trust or motivation

👎 Disadvantages:

• Can increase fears and emotional reactions

• Can undermine trust if overused or perceived as scaremongering

Examples of loss-related messages:

Strategic recommendations for effective risk communication during heatwaves

1. Segmented messages:

• Use gain-focused messages for audiences with greater trust in authorities.

• Use loss-orientated messages for those who need a stronger perception of risk.

2. Combined approach:

• Start with gain-focused messages to build trust and emphasise the benefits.

• Follow with loss-focused messages to emphasise the seriousness of the risk.

3. Contextual sensitivity:

• Use win messages in the early stages of a heatwave.

• As the situation escalates, switch to messages that emphasise losses.

4. Multi-channel communication:

• Use different communication channels such as social media, traditional media and community networks.

• Adapt the format and style of messaging to the different platforms while maintaining consistency of core information.

5. Target vulnerable populations:

• Develop tailored messages for vulnerable groups such as the elderly, young children and outdoor workers.

• Work with community organisations to effectively reach these populations.

6. Introduce real-time updates:

• Establish a central information hub for the latest updates.

• Provide regular, scheduled updates during heat periods.

7. Involve local influencers:

• Identify and engage community leaders and respected figures to spread your messages.

• Provide them with communication toolkits with key messages and suggestions for contributions.

8. Prepared materials:

• Create customisable message templates for rapid deployment during a heatwave.

Remember…

Effective risk communication during heatwaves requires a nuanced approach that balances positive and negative message framing depending on the audience, context and severity of the situation.

By applying these tactics and carefully crafting messages, you can significantly improve public safety and resilience to extreme heat events.

The key to successful risk communication lies in providing clear, timely, and actionable information. This motivates people to take protective action without causing unnecessary panic or fear.

How are you communicating about increasing temperatures and heatwaves with your audiences? Let me know.

References and further reading.

1  FrameWorks Institute. (2024). Frameworksinstitute.org. https://www.frameworksinstitute.org/

2  Hottest June adds to 13-month streak of record-breaking temperatures. (2024, July 8). Euronews; Euronews.com. https://www.euronews.com/green/2024/07/08/june-breaks-global-temperature-records-for-13th-month-in-row-as-earth-exceeds-15c-limit-fo

3  Chong, D., & Druckman, J. N. (2007, December 21). Framing Theory. ResearchGate; Annual Reviews. https://www.researchgate.net/publication/228198044_Framing_Theory

Video/Podcast Survey Feedback

I want to extend my heartfelt thanks to everyone who participated in my recent survey about launching a video-podcast. 🙏 

Your insights were incredibly valuable and have provided clear direction for moving forward. Participants came from diverse locations including South Africa, Germany, Australia, Ireland, and more.

Most of you are very likely to subscribe, with a strong preference for episodes around 30-45 minutes—perfect for commutes.

Popular topics include interviews with crisis management experts, analysis of high-profile crises, and building organisational resilience.

Many of you expressed interest in exclusive content like behind-the-scenes insights and downloadable resources, as well as features like Q&A episodes and access to a private community.

You also expressed interest in suggesting topics for future episodes, submitting questions for expert guests, and some are even willing to participate in live recording sessions.

Your feedback will help shape a podcast which will complement the newsletter and provide practical, in-depth guidance on crisis, emergency and risk communication.

I’m excited to bring this new project to life with your invaluable input! So watch this space for an invitation soon. 👍

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What I am reading/testing/checking out:

• Perplexity (get $10 off with this link): Ask your questions and receive concise, accurate answers backed up by a curated set of sources. It has a conversational interface, contextual awareness, and learns about your interests and preferences over time.

• Event: the Crisis Design Forum via Conducttr

• Tool: Quick access via a browser extension to country stability ratings and directional trends from Decis Intelligence

• Impressive: “Claude, please generate 20 app ideas, pick the best, build a prototype, interview me about it, and make changes.”

• Prompt testing: Generate, test, and evaluate your prompts in the Anthropic Console

Before you go…

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