5-Minute Message: Fooled by Silent Evidence
Preparedness campaigns are often declared a success simply because several people reacted and took some (not necessarily sustainable) action. We fail to see the millions who experienced the same message but took no action, or were even put off by the message. They aren’t counted because they are silent; they are the “Silent Evidence” that a particular approach is ineffective or even harmful. The results: wasted resources, unsustainable preparedness, distrust, and the false belief that more of the same is needed to get more people “prepared.”
Be sure your community is actually being prepared by your efforts, especially those who cannot or would not speak up on their own behalf. Review your outreach materials and strategies. Ask the brave, hard questions about whether your efforts are achieving sustainable preparedness for a significant portion of your target audience.
Tip: The book “The Black Swan” by Nassim Nicholas Taleb, has an entire chapter on “Silent Evidence.”
