Public Health Messaging for Wildfire Smoke: Cast a Wide Net

Abstract

Wildfire smoke events are increasing in British Columbia (BC), Canada and environmental and public health agencies are responsible for communicating the health-related risks and mitigation strategies. To evaluate and identify opportunities for improving public communications about wildfire smoke and associated health risks we collaborated with end-users and developed a 32-question online survey. The survey was deployed province-wide from 29 September to 31 December 2020 following a severe wildfire smoke episode, which impacted large parts of BC. Using a convenience sample, we disseminated the survey through email lists, radio advertisements, a provincial research platform, and snowball methods. There were 757 respondents, who were generally representative of provincial demographics. Respondents indicated that they receive wildfire smoke messages from diverse sources, including: websites, social media, radio, and television. Radio was identified as the most important source of information for populations that may have increased exposure or health risks, including Indigenous respondents and those working in the trades. Respondents with lower educational attainment expressed that messaging should be simplified. Environmental and public health agencies should continue to share wildfire smoke messages using diverse methods, ideally tailoring the messages and methods to specific populations at risk for exposure and health effects.

Responses to Wildfire and Prescribed Fire Smoke: A Survey of a Medically Vulnerable Adult Population in the Wildland-Urban Interface, Mariposa County, California

“…Limitations include the response rate of 40%. However, this is within the range in other prescribed fire attitude surveys (6-55%) and avoids reliance on convenience samples which are often used for public health messaging surveys [37][38][39][40][41][42][43][44]. Still, selection bias may have occurred.…”

Adaptation in real time: Wildfire smoke exposure and respiratory health

“…Evidence supports a diverse messaging strategy using multiple communication streams and formats to relay consistent, evidence-informed guidance. 14 Considerations include point of access (internet, social media, radio, television), content (language, complexity, graphics and resources) and frequency of release and updates. In addition, clinicians and health professionals are trusted sources of information and may provide individualized guidance where possible, and community organizations may also be empowered to complement this role.…”

“…As with any public health measure, education on WFS mitigation requires coordinated effort at multiple levels, balancing consistency of messaging with unique individual needs and community context. Evidence supports a diverse messaging strategy using multiple communication streams and formats to relay consistent, evidence‐informed guidance 14 . Considerations include point of access (internet, social media, radio, television), content (language, complexity, graphics and resources) and frequency of release and updates.…”

Engaging interested parties to optimize wildfire smoke communication in Canada: challenges with initiating change

“…Also, regional agencies issue Smoky Skies Bulletin messages to provide details on smoke severity, locality, expected duration, and information on how to reduce smoke exposure (13). In addition, the BC Center for Disease Control (BCCDC), along with the BC health authorities, aims to provide accessible information on the health effects of wildfire smoke exposure through multiple communication channels, including mass media (radio, television, and newspaper), social media, and fact sheets in lay language (14,15).…”

“…There has been limited evaluation of the effectiveness of public health communication about wildfire smoke (15,16). To fill this gap, an online survey was created to assess how people in BC receive and understand advice and implement strategies to reduce their exposure during wildfire smoke events (14). The survey was disseminated in the autumn of 2020 following a significant wildfire smoke event in BC due to long-range transport from California, Washington, and Oregon (17).…”