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Early weather warnings can save lives and minimise the loss of assets. The most accurate forecast, however, is useless if it fails to reach those anticipated to be affected by a predicted adverse weather condition, as this will impede their ability to act pro-actively. The 2012 flood disaster in Nigeria which had devastating consequences for 30 states in the country, for example, was forecasted a few months ahead by the Nigerian Meteorological Agency. However, data obtained from some rural communities in the Delta state that suffered severe implications courtesy of the flood revealed that the warning did not get to most households. This was largely due to the relevant authority’s failure to utilise the communication techniques and strategies employed by rural households when disseminating vital information to members of their respective communities. This paper argues that it is crucial to reconsider contemporary systems of communications and adopt more pro-poor communication techniques that are underpinned by cultures and traditions. Otherwise, future early warning communications to rural households in the Delta state will likely fail to trigger the intended reaction.

international crisis and risk communication conference

Why trivialising people’s culture can be catastrophic for the effective communication of extreme weather warnings: lessons from the Delta State of Nigeria