Disaster Preparedness, Rooted in Community

Insight

90% of Asian Americans trust advice from family over other sources. Yet, most disaster preparedness messaging has traditionally been framed around individual responsibility, missing the opportunity to tap into the strong family ties and deep-rooted community values within AANHPI communities.

As climate change accelerates the frequency of natural disasters, FEMA recognized that standard, one-size-fits-all messaging wasn’t enough. The AANHPI community needed an approach that felt culturally relevant, actionable, and grounded in the way this community already supports each other.

The Strategic Solution

The “Inner Circles” campaign reimagined disaster preparedness as a shared responsibility, not an individual burden. The creative tapped into culturally resonant values of:

• Family bonds

• Community solidarity

• Mutual aid and support

Messaging encouraged people to start conversations within their trusted circles—whether with family, friends, or neighbors—on how to prepare together. Instead of fear-based tactics, the campaign focused on collective empowerment and proactive readiness.

Results & Impact

• Significant increases in disaster preparedness intent among AANHPI audiences

• Strengthened trust and relevance for FEMA within multicultural communities

• Featured in The Rebel Yellow, Issue 4, highlighting culturally driven campaigns

• Cascadia Awards Bronze