Why Songs Work So Well in Risk Communication
- Rob Greaney
- May 8
- 4 min read
In the field of Disaster Risk Reduction (DRR), Water, Sanitation and Hygiene (WASH), and Climate Change Adaptation (CCA), communication can make the difference between life and death. While policy, planning, and infrastructure are vital, they are incomplete without tools that reach people at a community level, in their language, in their context, and in a way they’ll remember. Songs are among the most powerful, cost-effective, and scalable tools available for delivering preventative, risk reduction messages that stick.
The Communicative Strength of Songs
Songs naturally condense complex messages into bite sized, memorable, rhythmic forms. Because a good song typically carries one core message — especially in its chorus — it becomes a takeaway tool for risk awareness and preparedness. For example, the song “Turn Around Don’t Drown” reinforces a lifesaving action through a catchy, repetitive hook. Traditionally the verses explain the problem and preventative measures in more detail however, even if the verses are forgotten, the chorus endures.
In risk communication, brevity is not a limitation — it’s a strength. It forces communicators to identify the key behavior or preventative principle and communicate it in a form that transcends age, literacy level, and even language.
Contextualized Messaging for Maximum Impact
One of the greatest strengths of songs is their ability to be contextualized. When a community hears a song in their own dialect, and popular regional style referencing their own risks — floods, drought, landslides, earthquakes, cyclones — they instinctively know, this message is for us. This is the core of community engagement: when people feel the message belongs to them, they’re more likely to listen, remember, and act.
Songs are not just culturally adaptable — they are also scalable. A well-crafted song can be translated into multiple languages, just as Transformational’s “Turn Around Don’t Drown” song in Malawi has been translated into:
Tumbuka
Yao
Chichewa
Ngonde
Sena
English
Zero Marginal Cost and Unlimited Reach
Unlike printed materials, the marginal cost of a song is zero. Once recorded and uploaded, a song can be streamed, shared, downloaded, and broadcast millions of times at no additional cost. It can be broadcast on community radio and commercial radio, used in public service announcements, embedded into preparedness campaigns, or integrated into school-based DRR programs.
If the song gains traction, it may even generate revenue that offsets production costs — all while continuing to serve as a behavior change tool.
Songs are Shareable, Accessible, and Inclusive
Songs are viral by nature. People share them on social media, tag friends, and attach them to dance challenges or trends. When paired with engaging music videos, songs can reach even broader audiences — especially if the videos include:
On-screen lyrics for the hard of hearing
Strong bass lines for those with hearing impairments who respond better to vibrations
Subtitles for multilingual accessibility. There are also great opportunities with song for Cross-platform Reinforcement such as using the performance of the song chorus as an integral part of a boardgame or including it as the background theme music to a mobile phone version of the board game.
Songs Cut Through Fear With Positivity
Talking about disaster risks can be frightening, especially for children. Songs allow for a shift in tone — from fear to empowerment. A rhythmic, upbeat tune can introduce serious concepts like evacuation routes, cyclone warnings, or disease prevention in a way that feels safe and actionable.
Rather than ignoring fear, songs disarm it, giving people — especially children — language, imagery, and actions they can take.
Songs Are Durable, Portable, and Low-Tech
Unlike leaflets, posters, or booklets, songs can’t be soaked in rain or burnt by fire. They live on phones, on airwaves, and in people’s heads. They are:
Waterproof
Fireproof
Lightweight
Portable
Memorizable
In regions where digital infrastructure is limited, songs can still be played through loudspeakers, taught in classrooms, or sung at community gatherings. In fact, preparedness drills paired with songs see greater retention and engagement.
Songs as Cross-Platform Campaign Anchors
When a risk communication campaign uses songs as the anchor message, other tools gain focus and strength. You can place the slogan on:
Billboards
Stationery and merch
Activity books
Flashcards
Mobile games
This cross-platform reinforcement ensures the key message is heard, seen, sung, played, and remembered. The chorus becomes the campaign’s behavioral call to action.
Songs Can Reach Everyone — Especially the Marginalized
Well-crafted songs can target:
Children in schools and informal learning spaces
Elderly populations via radio
Low-literacy audiences through repetition and melody
Refugees and IDPs via mobile phones or handheld radios
Urban populations through social media and commercial broadcasts
The versatility of songs allows development professionals to segment audiences and craft precisely targeted messages that remain inclusive.
Preparedness Messaging that Lasts
Preparedness is only effective when people remember what to do. That’s why songs are such a valuable asset in early warning systems and DRR education. A single well-crafted song can:
Reinforce preparedness behaviors
Deliver early warning cues
Clarify protective actions
Foster a sense of agency and calm
Songs transform messaging from “we told them” to “they remembered and acted.”
Ready to Use Songs in Your Next Campaign?
If you’re planning a risk communication or DRR initiative and want to explore how songs can improve your outcomes, visit transformational.org.nz and connect with us today.
We can help you craft a targeted, culturally resonant song that reaches your community, supports your objectives, and lasts long after the campaign ends.
