From Emergency Alert to Action: Natural Disaster Preparedness PSAs that Mobilize Hispanic Families

Natural Disaster Preparedness PSAs for Hispanic Families

By JJ Ayala, Executive Director, Team Percepto

When your phone buzzes with a weather alert, do you spring into action or swipe it away? For many Hispanic households in the Houston–Galveston area, that decision hinges on how clearly the message speaks to their needs. A new primary research study conducted with Spanish radio listeners reveals exactly which disaster preparedness messages rise to the top and why they matter for content creators, marketers, and nonprofit leaders.

Start With the End in Mind

Our study surveyed 121 bilingual Hispanic Spanish radio listeners. The sample reflects a near even gender balance, with a slight lean toward women (59% female) and a strong bilingual majority (70%). Most participants fall within the 26 to 46 age range, capturing a core demographic of household decision-makers.

For marketing managers, CEOs, research and insights leads, and content creators, this audience mirrors the very people they aim to influence: culturally bilingual, digitally connected, and highly engaged in family safety and planning.

The Data in Context

Among the 42 topics evaluated, natural disaster preparedness emerged as the single most mentioned issue, with 93 responses. Close behind was emergency planning and response, with 87 mentions.

People are not just aware of disaster risks. They want specific, step-by-step information they can act on before a storm, fire, or flood hits. The desire is not for general reminders to “be safe” but for tailored instructions on how to prepare in their own language and context.

What It Means for Your Team

Disaster preparedness PSAs offer a strategic way to engage Hispanic audiences with both emotional and practical resonance. Consider these roles:

• Marketing Managers benefit from elevated message retention and stronger brand alignment when preparedness content features clear, actionable next steps.

• CEOs can elevate their brand’s civic credibility by prioritizing life saving information within CSR and public outreach efforts.

• Research and Insights Managers should flag disaster prep as a top content area for future segmentation, message testing, or regional customization.

• Content Creators are in a unique position to bring preparedness content to life through bilingual visuals, neighborhood-specific maps, or mobile-first formats.

Tips for Building Stronger Preparedness PSAs

Create content like you would design an evacuation plan: clear, direct, and inclusive.

• Start with urgency. Reference recent local disasters to set the stage for why preparation matters now.

• Give practical tools. Feature supply checklists, emergency contact templates, or how-to clips for making a plan.

• Make it bilingual. Use both Spanish and English captions, audio, or voiceovers to reinforce understanding and accessibility.

• Use familiar voices. Leverage trusted community figures such as pastors, teachers, or local media personalities to deliver messages with credibility.

When your message focuses on clarity and cultural alignment, you are not just raising awareness. You are changing behavior.

Key Takeaway

Natural Disaster Preparedness PSAs for Hispanic Families

Natural disasters do not wait. Your message should not either. Equip your Hispanic audiences with the tools they need to act quickly, confidently, and in a way that resonates with their daily lives.

Want to explore the full results in more detail? Get in touch with Team Percepto to access the complete findings and learn how to apply them to your next PSA campaign.

By Juan Jose (JJ) Ayala

Team Percepto, A Research Insights Company, July 2025