Overall messaging guidance

Four frames and a few rules of thumb.

Use these frames to choose the right campaign direction and adapt the message to the channel, audience, and messenger.

The four frames

Match the message to the messenger.

Frame 1

For Emergency Management communications with an existing audience

For example, during a train-the-trainer or community preparedness event.

Emergency prep isn’t just batteries and flashlights. It’s financial, too. Emergency savings are what let you evacuate; good credit and the right insurance let you recover fast. A few key steps prepare you to weather and recover from emergencies, and our city’s trusted financial empowerment partners can help you be ready.

Want to use this messaging? See Campaign 1 →

Frame 2

For CBO communications focused on vulnerable residents

For example, on flyers, partner social media, or trusted community channels.

Emergency financial preparation helps you be ready for all kinds of emergencies, whether that’s a large-scale disaster like a storm or wildfire or a personal one like a car breaking down or a lost job.

Sample assets: Campaign 3, example 3 →

Frame 3

For city communications to a general audience

For example, social media, flyers, and signage geared toward people who haven’t asked for preparedness advice.

Emergency financial preparation protects the life you’ve built. You work hard: safeguard what you’ve built and keep building toward your goals.

Sample assets: Campaign 2 →

Frame 4

For Financial Empowerment communications with existing clients

For example, a financial counselor talking with a client.

Emergency financial preparation isn't extra work. It's the same work you’re already doing to achieve your financial goals. Financial preparation does double duty: it protects you from the unexpected and it moves you forward.

Sample asset: Financial Counselor Cheat Sheet →

Tactical tips

What to do — and what to avoid.

Core principle

Build on existing behaviors; don’t try to create new ones.

It can be difficult to motivate residents to prepare for an emergency that may or may not happen, may or may not have significant consequences, and is seen as taking time or money away from more pressing concerns. Connect emergency financial preparedness to what people already want and do. With this framing, emergency financial preparedness isn't a new task; it is a natural continuation of what residents are already doing to reach and protect their goals.

Tip 1

Lead with the here-and-now, not the catastrophe.

A future, potential disaster is a tough ask for someone managing today's bills. Anchor in a financial goal or shock that already feels real and let the same preparation cover the big disaster, too.

Instead of

“A disaster could strike at any time: are you financially ready?”

Try

“A car breakdown, a layoff, a storm – emergencies come in many forms. The same steps help make sure you’re ready for all of them.”

Tip 2

Don’t tell people what to do; offer help.

People already know they should save for emergencies, have insurance, and improve their credit. Many residents have had emergency savings and had to spend it down or good credit that got ruined by a scammer. Route to help instead of telling them they should or issuing instructions.

Instead of

“You should build an emergency fund.”

Try

“We can help you build a cushion to protect what you work hard for.”

Tip 3

Don’t fearmonger and don’t trivialize.

Our research with real people shows that the most effective messaging is serious, not scary, and recognizes residents’ hard work. Fearmongering and images of flattened homes can make people look away. At the same time, trivializing emergencies — like piggybank imagery or telling people to “just set aside a couple of dollars a day” — can come across as naive or patronizing.

Instead of

“One disaster could wipe out everything you've worked for” or a cheerful piggybank graphic reading “Set aside money in case of emergencies.”

Try

“One emergency shouldn't undo years of hard work. A few steps help protect what you've built.”

Tip 4

The city/county is part of the message.

In a landscape rife with scams, featuring the city, county, or trusted community organizations signals legitimacy. It’s not just adding your logo; it’s telling people that the city or county wants to help.

Instead of

“Meet with a free financial counselor to improve your credit score.”

Try

“The City of [X] wants to help you improve your credit score.”