The 'Don't Shake At Earthquake' campaign is part of an ecosystem of solutions created by the Department for Emergency situations (DSU) in Romania. The DSU works at a strategical and tactical level, and this ecosystem of solutions creates synergies that enhances the general level of awareness in the population. Other solutions in the same ecosystem are the RVM-app and the Be ready caravan. The videos of the campaign have been shown on TV channels and promoted through radio stations. In addition, the local inspectorates have provided trainings in schools. In this way, the campaign can reach different layers of society. The main limitation of the solution is related to impact. For example. how many people follow the campaign (either on TV or social media channels, but also in schools) and to which extent they apply the information presented in order to become more prepared. To mitigate this, private companies were involved in creating the videos to make them look professional. It was important that the videos were short (30 seconds) because the audience have a short attention span. Also, it is important that the movies are concerned with providing the correct information, and professionals know how to convey information in a suitable format. Making new videos could easily be done, however, that is a cost issue.
The aim of the campaign has been to reach different layers of society. The videos developed for the awareness campaign have been shown on national TV and radio. In addition, the videos have been used in the Be ready caravan and shown in schools in relation to training of first aid skills. Thus, the potential to reach the whole population is high. The response time in case of an emergency is known to be longer in rural than urban areas. In addition, skills and knowledge about preparedness are perceived to be lower in rural areas, thus the government has been particularly concerned with conveying the information to these areas.
It was important that the videos were short (30 seconds) because the audience has a short attention span. Also, it is important that the videos are concerned with providing the correct information. Private companies were involved in creating the videos to make them look professional, since professionals know how to convey information in a suitable format. It should be considered that the media used can influence acceptance by the public.
It has been important to use professionals when making the videos, which has a cost, depending on the company used and number of videos.
In order to disseminate the videos to a broad audience, it will be important to have collaboration and agreements with for example TV channels to screen the videos, with radio stations to promote them, as well as collaboration with schools and universities to allow training sessions during school time.
The Romanian authorities have sent out a questionnaire to assess the different activities initiated by the government to raise awareness, and the poll shows a positive effect. However, there has not been a specific evaluation of the awareness campaign itself.
To be able to keep the interest of viewers, the videos must be short (30 seconds) and preferably made by professionals.