Effectiveness of Infographics in Radiation Emergency Communications

Theoretical Background and research questions/hypothesis:  In a radiation emergency, a crucial task for responders is communicating clear and consistent messages to the public. Effective communications are a critical factor in saving lives and minimizing injury. Radiation is a topic often feared and misunderstood by the public. Previous communications research by the Radiation Studies Branch found visual aids can increase the understanding of technical concepts related to radiation.  The Radiation Studies Branch developed a series of 12 infographics on radiation emergencies.  Infographics are visual representations of information that tell a story through visual communication.  These infographics provide protective action guidance and information related to health effects, countermeasures, and types of radiation emergencies. To evaluate these infographics, the Radiation Studies Branch set out to answer the following questions: 1. Do these infographics effectively communicate radiation emergency topics? 2. Are the infographics relevant, comprehensible, credible, and visually appealing? 3. Do these infographics motivate the public to perform the desired protective actions?

Methods:  An online survey was conducted in November 2013. 648 responses were received in a nationwide sample. Each respondent viewed and rated three infographics. They were asked questions on the relevance, comprehensibility, credibility, visual appeal, and motivation to perform the desired actions illustrated by the infographics.  Demographic information was collected.  Survey data was analyzed quantitatively using descriptive statistics to evaluate each infographic. Qualitative data was analyzed for themes. 

Results: 

The infographics were well received:  85% of respondents found the infographics easy to understand and 82% of respondents trusted the information.  For infographics that provided instructions or protective actions, 83% of respondents felt confident they could do what the infographics suggested.  74% of respondents learned something new.  The main message of each infographic was correctly interpreted by the respondents. 

Qualitative feedback was positive.  Most of the comments related to how easy the infographic was to understand, and the importance of the information.  The majority of respondents felt that the infographics gave them all the information they needed, while a few had additional questions. 

Conclusions:  The images and texts in the infographics worked well together.  Infographics using layouts with bulleted items or steps were preferred.  Radiation is an unfamiliar topic to many people, and it is clear that supporting messages with visual aids, such as these infographics, help improve comprehension and increase self-efficacy.  The content of the infographics was limited to key questions and information needs, and had an emphasis on actions that people should take in a radiation emergency to protect themselves.  This emphasis was appreciated by respondents. 

Implications for research and/or practice: 

Infographics will be useful in preparing for and responding to radiation emergencies.  The Radiation Studies Branch has posted these infographics on a website for others to utilize.  Images from the infographics are also being used to support content elsewhere on the website to enhance message consistency.  The Radiation Studies Branch has developed additional visual tools to help people interpret dose and risk in a radiation emergency.  These tools will be pilot tested in spring 2014.