Duck and Inform: A Content Analysis of Nuclear Risk Instructional Campaigns

ABSTRACT In response to the global energy and climate crises, many countries have decided to invest in the construction of new nuclear power plants. However, these developments bring safety and security concerns, further exacerbated by the complex relationship between energy demands and escalating geopolitical tensions. Lessons from past nuclear emergencies (e.g., Fukushima and Zaporizhzhia) have highlighted the need for preparedness strategies to protect the public from potential nuclear incidents, with an emphasis on public awareness and effective nuclear instructional risk communication. This paper presents a content analysis examining themes and instructional components within nuclear instructional campaigns, assessing their evidence‐based foundations. Specifically, this paper identifies key elements that should be included to enhance the effectiveness of risk communications, focusing on strategies like the IDEA model and audience segmentation, both of which are recognized as effective instructional communication methods. A total of 47 instructional communication campaigns from 28 different countries were analysed. The results show that while most campaigns include crucial instructions, they often fall short in fostering internalization by the public, an essential factor for ensuring effective learning to achieve behavioural outcomes in individuals dealing with risks. Moreover, inconsistencies in terminology and event phase specifications were found, which could affect clarity and comprehension. Given the effectiveness of the IDEA and audience segmentation models in communication, this paper recommends integrating these strategies into future nuclear risk instructional campaigns. Ultimately, the findings provide valuable insights to help governmental and nongovernmental organizations design and develop future communication efforts in this critical area.