Let the music play: Evaluating the impact of a music video intervention on hurricane preparedness, self-efficacy and trust in the Caribbean

This article examines whether music can strengthen hurricane preparedness communication in the Caribbean. Based on an online randomised controlled experiment with 974 participants from 11 Caribbean countries, it compares an informational music-based video with a standard text message and an unrelated control message. The study assesses effects on preparedness intentions, risk perception, self-efficacy, trust in emergency messages and emotional responses.

The key takeaway is that music-based communication can complement official preparedness messages by addressing psychological barriers to action. While the text-based emergency message increased preparedness intentions, the music-based video also increased self-efficacy, trust and positive emotions such as pride and happiness. The article suggests that creative formats may be especially useful where communities have lower trust in official warnings or feel less able to act on hurricane risks.