Page 8 - InCommand Volume 36

How Does One Reach
Chief Jonathan Westendorf, MPA, OFC – Franklin Division of Fire
Kids These Days?
Author Bio
Chief Jonathan Westendorf, MPA, OFC
Jonathan M. Westendorf has
served the City of Franklin (Warren County, OH) as Chief for 20
years. Chief Westendorf holds a Master of Public Administration from the University of Southern California and is a Doctoral Candidate through West Chester University. An active member of the Ohio Fire Chiefs’ Association, Westendorf has served on the publications committee, legislative committee, and Past President of the OFCA.
Today, smartboards, electronic tablets and school issued laptops are a commonplace. In fact, a recent study reveals that, “By age 11, a majority (53%) of kids have their own smartphone, and by 12 more than two-thirds (69%) do” (CSM, 2019, p.
5). Further, this research reveals that one out of every five kids have their own phone by age eight. How can fire prevention officers arrive as an occasional guest speaker
in a teacher’s classroom once a year and be expected to successfully compete for the student’s attention and effectively deliver a memorable message?
Technology fills the modern classroom. Buckminster Fuller said, “You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” Basically, if we want to effectively deliver a useful fire prevention message to todays youth, we need to explore embracing technology and transition to a new delivery model.
Technology can be a prolific educational tool. But if we are going to use that tool to our advantage, we must understand how students are using their devices both in school and on their own time. Knowing your audience is the first critical step to effectively delivering any message. Tweens (age 10-13 years) and teens (14-17 years) use their devices in slightly different ways.
Public prevention budgets are limited. Thankfully, digital advertising can be inexpensive and targeted to specific audiences. Engaged consumers are more receptive to content that they enjoy. Additionally, it is extremely important to understand how audiences are using their devices. Therefore, it is necessary to develop a message that resonates with your audience using their preferred medium.
8 InCommand OCTOBER/NOVEMBER/DECEMBER 2021 • www.ohiofirechiefs.org