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2. WELCOME Meri-K Appy Vision 20/20 Manager of Strategic Partnerships & Executive Board Liaison to Strategy 2

3. Fire Safety Materials Generator Background Vision 20/20 Strategic Planning Symposium (2008) Goals: – Increase number of working smoke alarms in the U.S. – Focus on #1 cause of home fires = cooking – Allow FDs to customize based on local risks and demographics

4. Thank You to AFG 3 Fire Prevention & Safety Grants supported a research-based process

5. Brief History of Development Process Research Phases: 3 rounds of creative research & review 1 round of user experience testing Goals: Understand behavioral determinants in play Determine effective message points Evaluate creative concepts’ impact on behavior

6. Concept Testing Research Goal: Explore behavioral determinants of smoke alarm installation and maintenance in context of the home Research Method: 70 interviews of homeowners and renters Key Findings: Messages with emotion – especially those emphasizing ‘love’ – humanized the risk by tying the behavior of having working smoke alarms to keeping loved ones safe

7. Message Research Research Goal: Evaluate language options to determine ability to evoke action Research Method: 6 small discussion groups Key Findings: What is interesting? Ease and frequency of testing, reminder tips and tricks What is persuasive? Vivid and direct language What is memorable? Emotional appeals (family, protection, mortality) What is powerful? Combine emotion with rational (fight the fear with a plan)

8. Message & Creative Testing Research Goal: Determine what messages convey to consumers, and where fire professionals differ Research Method: – 50 door-to-door interviews (consumer interviews) – Fire Department Survey, 211 responses Key Findings: Where There is Love, There Are Smoke Alarms. Smoke Alarms. A Sound You Can Live With. Give a Beep. Smoke Alarms Show You Care.

9. Web Tool User Experience Testing Research Goal: Evaluate the user experience, navigation, and ease of use of the materials generator tool Research Method: 5 1-hour virtual interviews with fire service practitioners (This was supplemented with additional user-research by S>M) Key Findings: Tool is easily navigable and to the point. Minor adjustments made for user account creation.

10. Thanks to User Experience Testers Monica Colby, Rapid City (SD) Fire Department Marsha Giesler, Village of Downer’s Grove (IL) Fire Department Kim O’Malley, Delaware Fire Training Tammy Peavy, Mississippi State Fire Marshall’s Office Maria Rosen, Miami Fire Rescue

11. Development Team Review Messaging: – Accuracy of technical detail – Literacy level – Identify & clarify supporting behaviors to be addressed Design: – Number of messages at a time – Diversity of images – Accuracy of diagrams

12. Thanks to Development Team Karen Berard-Reed, NFPA Zach Cahalan, American Red Cross Linda Church, ProLiteracy Tonya Hoover, California State Fire Marshal Teressa Kaas, United States Fire Administration Angela Mickalide, Emergency Medical Services for Children Tammy Peavy, Mississippi State Fire Marshal’s Office Robin Poindexter, Richmond (CA) Fire Department Maria Rosen, City of Miami Fire-Rescue

13. Vision 20/20 Founding Sponsor – Institution of Fire Engineers, US Branch Executive Committee – Meri-K Appy, Strategic Partnerships Manager – Jim Broman, IFE Liaison – Jim Crawford, Project Manager – Peg Carson, Staff Coordinator – Ed Comeau, Communications Manager Liaisons – Sandy Facinoli, USFA – Margaret Wilson, DHS

14. Salter>Mitchell Team Peter Mitchell Chairman & Chief Creative Officer Karen Ong Creative Director Alex Buchholz Senior Digital Manager Lindsay Ford Project Manager

15. Web Tool Demonstration Fire Safety Materials Generator Accessed at: materialsgenerator@strategicfire.org

16. QUESTIONS?