Building Public Support of the Wildfire Crisis Strategy
The Situation
2025 began with horrific wildfires ravaging the Los Angeles area, continuing the pattern of destruction from out-of-control wildfires that plagued the country throughout 2024. Since the 1980s the annual number of large fires and areas burned has significantly increased, particularly in the western United States, causing fear and uncertainty among those who live there. To combat this devastation, our client is using research to create a powerful communications strategy to build awareness, trust and support of the strategy Confronting the Wildfire Crisis: A Strategy for Protecting Communities and Improving Resilience in America’s Forests among residents of several regions in the American west.
Our Approach
Artemis designed a multi-phased research program to identify and analyze the motivations of those most impacted by wildfires. The goal was to build a comprehensive strategy and blueprint for innovative communications designed to create support for wildfire mitigation approaches.
To start the process, we worked with our partners at Statler Nagle by reviewing existing research and conducting in-depth interviews with stakeholders and experts on the topic. Then we moved into the foundational element of the research: a rigorous quantitative study among people who live in regions that face significant wildfire risk. This research revealed the importance that forest lands play in people’s lives, the extent to which wildfire has affected residents and the deeply held values and beliefs that most motivate individuals to actively support wildfire mitigation efforts.
The Outcome
The illuminating, timely results show tremendous support for efforts to significantly reduce the risk of wildfires. The research is now being used to build a powerful, comprehensive communications and implementation strategy to be put in place in 2025.
