Our agencies are frequently asked about our stance on the EU’s initiative to promote 72-hour survival kits as part of its Preparedness Union Strategy. This strategy also emphasizes stockpiling essential supplies and improving civilian-military cooperation. As a collective, we see merit in this initiative, though with some caveats.
The 72-hour timeframe is debatable but reasonable. While many crises last longer than three days, defining a clear preparedness scope is essential. Just as businesses focus on continuity planning within realistic scenarios, a structured approach—such as preparing for 72 hours—is more practical than an indefinite preparedness directive.
We support any effort that enhances societal resilience. As crisis (communication) agencies, we don’t just respond to emergencies but also help clients prepare through training, exercises, and business continuity strategies. True resilience extends beyond government and businesses—it also includes individual citizens. Having an survival kit can make people more resilient—not just because of what’s inside it, but simply because it exists. Just owning a survival kit can help people feel more at ease. It boosts a sense of self-efficacy, or the belief in one’s ability to handle challenges, which is one of the five key coping mechanisms for individual resilience identified by Hobfoll et al. (2007).
Encouraging personal preparedness is valuable, but it must be done in a way that resonates with the public. For this initiative to succeed, EU member states must tailor their messaging to their citizens’ concerns. In some regions, emphasizing survival kits from a war-readiness perspective may not be effective, whereas focusing on natural disasters might be more relatable. While the geopolitical situation is serious, fear-based messaging can backfire. Instead, governments should align their communication with the risks that people prioritize.
Additionally, messaging should avoid being overly prescriptive. Instead of dictating what citizens must do, even though governments have their reasons for recommendations and approaches to emergencies, a more effective approach would be to offer guidance that empowers individuals to take action at their own discretion.
Ultimately, preparedness is not just about having supplies—it’s about fostering a mindset of readiness. A well-communicated, citizen-centric approach will ensure that this initiative strengthens resilience across all levels of society.
The Crisis Communications Network Europe (CCNE) is a network of European owner-operated communications agencies with unparalleled expertise in crisis communications and known for their national focus and dedication to clients. We help organisations, companies, governments and local authorities review and improve their crisis plans, drawing inspiration from the EU’s initiatives combined with our expertise in crisis communication, crisis management and resilience.