Encouraging evacuation: The role of behavioural message inputs in bushfire warnings

In catastrophic bushfires or wildfires, warnings are issued by emergency service organisations to inform communities about the hazard and provide guidance about protective actions. Long-form warnings are complemented by shorter social media warnings that preference content about hazard severity. Warnings that do not include clear behavioural guidance can challenge clarity and community uptake. However, there has been little research that examines and compares existing warnings with those constructed to encourage behavioural intentions. In this study, we follow the Protective Action Decision Model and first identify cues that predict evacuation intentions. Next, we compare existing long-form and social media warnings with those modified to include behavioural advice and instruction to examine their effect on clarity and ease of action and protective action intentions. Findings show how the inclusion of behavioural inputs into social media warnings enhances protective action intentions, offering evidence to specifically support changes to existing practice