Welcome to City72 – an open source initiative from SF72 and San Francisco Emergency Management. Presented at the White House - July 2014.

1. CITY 72
Welcome to City72 –
an open source
initiative from SF72
and San Francisco
Emergency
Management.
July 2014
Prepared by:
San Francisco
Emergency
Management

2. 2|
Table of Contents
3 4 5
8 11
page page page
page page
Whychange
preparedness?
WhatisSF72?
Research&
UserExperience
OpenSource TheCity72Toolkit
14
page
GettingInvolved

3. 3|
Why change
preparedness?
Welcome to the Future of Preparedness
Most people don’t want to talk about disasters. We don’t believe they will ever
happen in our backyard, despite knowing the odds. Encouraging
preparedness is encouraging behavior change. Or is it?
Throughout history, communities quick to respond and recover from disasters
were connected to each other and to their culture. They valued their
community. So let’s give credit to our communities – they are connected and
they are strong. They are more prepared than they think.
Fear-based, prescriptive messaging fails to take that connected strength into
account as it tries to educate communities. It begs people to act, based on
risk and concern, rather than capitalizing on the existing bonds that are
created when communities experience life together.
As the world changes and its residents adapt and change, many of the
strategies we use to educate must change. If we want to reach humans where
they are, we need to communicate with them as they are. So, welcome to the
future of preparedness – where we believe in connection, not catastrophe.

4. 4|
What is SF72? Positively preparing San Francisco
Here’s the thing – actual emergencies look more like people coming together
than cities falling apart.
Of course, preparedness is about getting your supplies together. But it’s also
about knowing your neighbors, lending a hand and sharing your knowledge.
SF72 is positive community preparedness, focused on making the next steps
to getting prepared easy – 18 supplies, most of which you have around the
house, a one-page plan and a meeting place you already want to visit.
Because small actions can have lots of impact.
What is City72? Building resilient communities through open source
City72 employs the research and groundwork of SF72 in an open source
model. Promoting open development and collaboration to personalize a
positive preparedness message to residents of any community.
It provides a toolkit that includes resources, code and a content management
system designed to help any area, large or small, to craft a positive
preparedness platform for their community.
Providing a blueprint to help bring people together.

5. Research
& User
Experience
WhatisUserExperience?
UserProfilessharesome
ofthefeedbackwe’ve
receivedfromBayArea
Residents

6. 6|
What is User
Experience?
How does it help
preparedness?
What does the
research say?
Promoting action with positive messaging
Drawing from decades of research by leading academics, marketers and the
historical success (or failure!) of other behavior-change-endeavors like
recycling, littering and many others., we know that fear does not promote
action. It shuts people down. We can prove successful disaster recovery is a
combination of preparedness and connection to community.
We also know that community resilience is so much more than food, water
and first aid. Obviously, preparedness education must be more than simply
buying supplies.
The best User Experience is one you don’t even notice
User experience (UX) is how a person feels when interfacing with any
given system. Just as banded radios or bomb robot interfaces matter to
the user, so does the experience of preparing for an emergency.
UX is iterative, meaning the initial design is often not the final version of
the product. Even if we have confidence in the design that’s been
created, we are ultimately not the end-user. We can apply best practices
(and we did), use the “right” design patterns and do all of the necessary
research, but we only know its success when we exercise and engage
the design with the community.
Understanding the community we protect
Great UX requires insight and understanding of the audience’s needs and
desires. Even though we engage every day with our audience, UX has helped
us understand that the entry-level “I should be more prepared” person is a
gap we can begin to fill.

7. 7|
Meet SF72 Users
Michelle
Single
San Francisco Resident
Seven years ago, I moved to the Bay
and I knew I needed to get prepared
for an earthquake or a tsunami.
I'm far too afraid to even think about
what I might need or what might
happen to me, my friends or my
family. You make it seem so simple.
I have most of these supplies in my
apartment and I already have a
meeting place with my friends. So
maybe I don't need to be so afraid.
Polly
Wife, Parent
Bay Area Resident
Wow! This is really beautiful. It
definitely makes me want to take a
look and you break it down so I can
do a lot of these things with my kids.
We can decide what type of food to
include and a few of their toys they
might want to have around - even if
we don't have them in our box, we
would just know what to take, but
talking about it.
Brian
Husband, Parent
San Francisco Resident
Yep, my wife and I have a meeting
place - at the top of Alamo Square
Park, by the restrooms.
But we definitely need to write it
down and talk about it with our kids,
so they know when and where to go
if something happens.

8. Open
Source
OpenSourceisa
developmentmodelwhich
promotesuniversalaccess
anddistributionof City72
Citiesacrossthenationare
excitedtogiveCity72atry.
CaseStudy: Johnson
County,KS

9. 9|
What is open
source?
How does that help
preparedness?
Promoting collaboration and community
Open source is a development model that allows universal and free access to
the SF72 design and blueprint. It also allows universal redistribution of that
design and blueprint, including any improvements made by other
communities.
Our intention is to provide the SF72 design through Github, a code repository,
along with style guidance for communities and their development teams to
deploy the SF72 concept to the Bay-Area and beyond.
All disasters are local; preparedness should be, too
Local governments know their communities better than anyone else. The
open source model allows for local iteration and development of a
preparedness message designed to stick with residents.
It also allows for exponential iteration of the City72 design and blueprint.
Iteration is incredibly valuable because it allows for rapid customization and
building from known and proven work of others.

10. 10|
Meet JoCo72
The best experience has been
sharing City72/JoCo with our
stakeholders. We haven't had any
problems with selling it. We are
meeting with all of our
stakeholders face to face - a
laptop, an aircard and a cup of
coffee.
Our local emergency managers
have had a great reaction! We are
already having city emergency
managers ask how they can help
market and direct traffic to the
platform.
It’s our view that the simplicity
matters and we are doing what we
can to keep it as true to City72 as
possible!
To address concerns some
concerns about not featuring
enough info we are linking to
Ready.Gov as a partner.
Trent
Emergency Manager
Johnson County, Kansas
joco72.org
September 2014
What makes it different is the fact
that it emphasizes a few things we
can do to be better prepared. It
really helps us take preparedness
to the masses.
So far our biggest issue has been
trying to figure out the logistics of
hosting the site. Finding the in-
house tech ability has been tough.
We will need a developer and we
will be hosting it externally on
Heroku.
Up to this point we've only
dedicated staff time. We are
working on a budget for a
developer and we will implement
the Crisis Map as soon as we can.
Preparedness has been very staid.
It was refreshing to see new
messaging after 10 years.

11. The Toolkit TakealookattheToolkit

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TheCity72 Toolkit
SF72 started as a call to change the
culture of preparedness. From fearful
and commanding to positive and
grassroots.
We began with research and ideation
– asking ourselves how might we
create something positive and long-
lasting.
We designed, tested, iterated and re-
tested the ideas, interface, and
messaging.
Sharing the concept and the work
with stakeholders, users and other
communities, we felt the time was
right for an open source model.
The City72 model is an opportunity
to plug and play. With mad-libs style
worksheets, a ready-made Content
Management System (CMS) and code
open to all on GitHub, City72 shares
what we have built with everyone.
We look forward to seeing what you
build.
Apeople-centeredvisionofemergency
preparedness.City72isanopen-source
opportunitytosharepositivepreparedness
whereyoulive.
The CMS
The Code
TheWebsite

13. 13|

14. Getting
Involved
SpreadingtheWord
Resources

15. 15|
Delving Deeper
Building a Brand
City72 reaches a part of the population
not often reached by preparedness
education.
City72 might not be right for every
community, but positive preparedness is.
Please help us spread the word using
every possible medium. City72 is built
from solid research and user testing – so
feel free to play with it, test it out, make
changes and see what happens in your
community.
Share your experience with us and help
us build resilient communities.
Deepening the Digital
There are many opportunities to
improve and add depth to the City72
platform.
Preparing your home, protecting your
business and learning about what
recovery might really feel like are all
possible additions to City72.
By partnering together and further
developing the open source model, we
hope the community takes City72 and
makes it their own.
The possibilities are endless.
Creating Innovative Partnerships
City72 offers a unique opportunity to
partner with civic developers, like Code for
America and non-profit and private sector
organizations, like American Red Cross and
Airbnb.
Partnership opportunities, like the
relationship fostered with Google.org for
the SF72 Crisis Map technology, are just
the beginning.
We look forward to building whole
community preparedness, positively.

16. 16|
Resources City72
Toolkit
toolkit.sf72.org
Research
goo.gl/OH6QTT
FAQ's
toolkit.sf72.org/faqs
People
Alicia D. Johnson
alicia.johnson@sfgov.org |
@UrbanAreaAlicia
Megan Stephenson
megan.stephenson@sfgov.org
Sean O’Mara
sean.omara@sfgov.org
Media Inquiries
Francis Zamora
francis.zamora@sfgov.org
Kristin Hogan-Schildwachter
kristin.hogan@sfgov.org
SF72
Web
www.sf72.org
Twitter
@SF72Org
Facebook
SF72
Collaborators
IDEO – Kate Lydon
klydon@ideo.com
Siren Design – Kate Harris
kate@sirensf.com