Creativity: The spark for engaging risk communication
Addressing climate change and natural hazards arising from it is one of the biggest challenges of our time. The scale of the problem and the barriers to action both require radical innovation.
Strong emotions can limit people’s ability to engage with this issue, while the data and science to support disaster risk reduction can feel inaccessible, irrelevant or overwhelming– causing people to feel hopeless and resigned to their fate.
Creativity is key to overcoming these challenges. Innovative communication can make challenging subjects more accessible, understandable and easier to engage with. It can capture people’s attention, foster empathy, galvanise agency and provide a sense of urgency. It can spark problem-solving and more effective plans.
Creative professionals (including artists, media practitioners and advertising specialists) can use their talent and insights to make content resonate with target audiences. Invest in strong creative skills, for example from local musicians, poets or storytellers, and allow them to follow their own creative processes, in line with guidance from technical partners. Members of the community often have their own real-life stories that are catchy and authentic. Content creators should identify these interesting and influencing stories from the population.
Watch how creative approaches can reduce disaster risk: