White House Safety Datapalooza: American Red Cross Hurricane and Earthquake Apps

Dominick Tolli, Vice President of Product Management at the American Red Cross talks about their new hurricane and earthquake apps that use open government data to help people prepare for, be alerted to, and recover from natural disasters.

American Red Cross Mobile Apps page with download links.

Transcript of audio:
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Todd Park:
And now we'd like to show
you how powerful this data

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can be when it's put to
work, the data that we

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just heard about.

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The Red Cross is in the house!

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And launched a "Hurricane" app
last month that offers people

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realtime data on what
to do before, during and

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after a hurricane.

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The app had over a hundred
thousand downloads in the

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first two weeks.

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And today, Dominick Tolli, VP
Product Management for the Red

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Cross, will give us an overview
of the "Hurricane" app and

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announce the launch of a
new app that uses USGS data.

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So please welcome
Dominick Tolli.

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(applause)

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Dominick?

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If Dominick is here, of course.

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Dominick?

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Dominick Tolli:
Yeah?

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Todd Park:
Oh, dude! Come on stage, man.

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(laughter)

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Dominick Tolli:
Hi!

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Todd Park:
Here he is from the Red Cross.

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(applause)

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Dominick Tolli:
Sorry. Hi, DataPalooza people.

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Dom Tolli from the
American Red Cross.

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And you probably know the Red
Cross as the folks that come

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during big natural disasters.

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A hurricane hits, Red Cross goes
running in while other people go

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running out and give people
food and shelter and help them

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through the storm and
then after the storm.

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There's a couple of other things
that the Red Cross does that I

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just want to let you know about
and kind of takes the picture of

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how this fits in.

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So in addition to those big
national disasters we respond

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to about 70,000
disasters a year.

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About 90% of those disasters are
home fires or apartment fires.

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While certainly not as
newsworthy as a hurricane

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or an earthquake, to the
families that get affected,

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they are disasters.

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So the Red Cross is there for
those folks to be able to help

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them, obviously, after the
fire, help get them back on

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their feet.

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Get them shelter.

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Get them food.

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And get them moving again.

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In addition, the Red Cross
supplies about 40% of the

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nation's blood supply.

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So people who need blood, 40% of
that blood comes through the Red

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Cross from volunteers and
then it goes to the people

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that need it.

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Almost there!

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The Red Cross also has a
division where we train people

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in first aid and where we give
information out to people to try

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to get them through
emergencies and disasters.

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We call that bucket
"preparedness," so trying

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to get people that information
when they need it is critical to

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what we're trying to do.

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Now, traditionally that
information has been handed

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out through classroom settings,
you know, how to get ready

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for a hurricane.

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Traditionally that has been
handed out through paper.

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So we hope we give somebody
the piece of paper.

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We hope to hang on to it.

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We know a lot of them throw
it out the doors or heading

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out back home.

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So we know they don't have that
information when they need it.

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So we know there is a gap there.

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We have all this wonderful
information that has been

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scientifically vetted that we
want to get into the hands of

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people for emergencies and the
Mobile Channel is the way by

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which we're now starting
to attack that problem.

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With, you know, 55 to 60% smart
phone penetration here in the

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United States, the platform is
there, the table has been set.

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Given the fact that we all know
that people, even though they

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say they want to be prepared,
they won't do anything until

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they absolutely have to which
makes Mobile a great channel

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because it's on demand.

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So getting that information to
them when they need it, where

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they need it very quickly, makes
Mobile a perfect channel for us

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to take the information that we
traditionally have been giving

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out and give it to them
in a new way for that.

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So in June of this year, we
launched our "First Aid" app

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which takes the concept of every
day first aid concepts and gives

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people what to do in case of
an emergency, you know, that we

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hear the most that they
experience every day.

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It's available in both the
Apple and the Android platforms.

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And the first thing you'll
notice when you open it up, it

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gives emergency guidance; right?

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The Red Cross is very good at
when things go really bad, being

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able to tell people
what they need to do.

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So the first thing you notice in
the app is if it's an emergency,

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we give very clear
direction on what to do.

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We're not trying to teach you
anything; we're just trying to

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give you very clear direction on
the steps you need to take -- I

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guess I can't walk away -- so we
have very specific steps for a

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whole host of emergency, every
day, we call "every day first

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aid scenarios" that
people can then click on.

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As you can see, if it's
bleeding, we don't fool

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around and say bleeding
is caused by a cut.

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We just say, look,
put pressure on it --

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(laughter)

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-- hum.

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And we also integrate the
capability to call 911.

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Now, while technology-wise
people go (shrugging shoulders),

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what's amazing is when things
go bad and people are under

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pressure, they
forget everything.

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You get tunnel vision.

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You start to panic.

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And the thing that is in all the
first aid classes with the first

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aid is someone please call 911.

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So the fact that you have a
button there, the fact you don't

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have to get out of the app, the
fact that it's in your face and

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it's there to call 911, we think
is fantastic and really actually

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we've gotten some high marks for
it because it's just something

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you forget.

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You immediately start helping.

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So integrating that is
great while, again, it's not

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technologically a huge step
forward, it's certainly one

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that takes into account the
environment and what the

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customer is currently
going through.

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Now, we do have a
"learn" section.

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So if it's not an emergency,
you can have a more browsing

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experience and learn about what
to do during the first aid.

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And we'll take you through it,
we'll give you videos, we'll

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show you diagrams for it so in
a more relaxed environment while

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trying to learn first
aid through the app.

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The most amazing thing
is we have this ability

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to test oneself.

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This is the most popular feature
of the application which is

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amazing to me because if you
were to tell me that the most

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popular feature would be
somebody who would be taking a

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test on an app, I
wouldn't believe it.

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But it's true.

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It is by far and above the
most used portion of the app.

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And that's great because that
means people are trying to learn

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it and trying to really
get good at the first aid.

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Now, we wrapped, I think because
we wrap it around social, we

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allow you to earn, you know,
badges, we allow you to share

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those badges.

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We try to make
that learning fun.

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And by doing that we're finding
people to a great extent using

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the app to test themselves that
they know the first aid, they

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know what to do in these, and
they earn the badges, they put

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them on their Facebooks,
then tweet them out.

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And it's great because that gets
other people saying, well, what

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is that?

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And then other people download
the app and hopefully keep some

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of the viral stuff going.

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So that's the "First Aid" app.

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We also -- and that
launched in June.

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And then in August, we
launched the "Hurricane" app.

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Again, what we're trying to do
is get critical information into

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the hands of people
when they need it.

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Now, again, people will do
practically nothing until they

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absolutely have to.

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So instead of me trying to
change their behavior, I'm just

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going to go with it.

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So we have the "Hurricane" app.

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And we put several key features
we're going to take you through

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and then we're going to take
you through what happened during

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Hurricane Isaac.

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So the most, one of the
most important pieces is the

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preparedness information; right?

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The information that you need to
give people on what to do, you

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know, during a hurricane.

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Again, we know that they're not
going to do anything well before

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it, so the first tab is,
you know, "right before."

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We know the hurricane is coming,
we know you just downloaded it a

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day or two before, so we're
giving you the steps they need

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to do.

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And a real breakthrough for us
is being able to prioritize that

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information and saying things
like if you do nothing else, do

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these four steps, that will
get you 60% of the way there.

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And once you get those four
steps, do these next four steps,

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they'll get you another
10% of the way there.

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So it's really giving people
clear direction on what they

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need to do in each phase as they
are going through the storms

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whether it's before, during or
after or well after, they can

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get ready for the next one is
doing that and saying that.

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We give related links so as you
are learning that, you are going

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to experience potential
power outages.

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If the power goes out,
there is more information.

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We try to give it related
information so that people

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kind of have the whole solution
on what to do before and during

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the hurricane.

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Oops! Wrong way.

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We do -- now I'm really
going the wrong way.

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Ta-da-da.

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Uh-oh, I've broken somethin'.

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Hurricane.

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Here we go.

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The next function is people
want to be alerted; right?

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So we have the capability
for people to monitor their

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locations and set a location
that is monitored by NOAA.

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And this is where our great
partnership with NOAA came in

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because they deliver this
information to their API and it

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enables us to take that
information and share it with

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individuals so you can monitor
your location, you know, in the

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"Hurricane" app
we give, obviously,

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hurricane warnings, watches.

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We give tornadoes, we
give floods, we give

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storm warnings and watches.

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All that information comes
from those locations.

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And this is good not only for
the location you're in but we

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have a number of people who are
not in hurricane areas but their

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family is or their parents are.

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So they can monitor those
locations, get the alerts,

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and then be able to help those
people remotely being able to

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say, now, get out and stop
jokin' around this time.

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We also have worked with the
Weather Channel to provide a

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weather tracker information.

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People want to be alerted.

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They want to know
where is the storm.

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Is it coming after me?

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So being able to provide
that information is also

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vital to the folks.

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And then we also provide a
capability called "I'm safe."

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So that allows people to
broadcast out -- they don't

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need to us do it but they can
broadcast an "I'm safe" message

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or any personalized
message they can do.

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And they can broadcast it out
from here, you know, to Twitter,

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to their Facebook if they want
to keep it more personal, to SMS

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or send it to their e-mail
contacts on their phone.

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What was interesting about this
was during Hurricane Isaac is

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the ratios that the average
number of recipients for each

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one going out was about 60.

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So people were using this as
a broadcast mechanism to let,

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you know, 60 people know on
average that, hey, I'm okay.

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Ah! Dammit!

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So let me tell you about
Hurricane Isaac, what happened.

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So exactly what I said.

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We launched it.

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We had a couple downloads.

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The really uber-prepared
people were ready.

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And then the downloads go
like this (indicating).

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And then Isaac starts to come
and then all of a sudden you see

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it's starting to head towards
Puerto Rico, boom, spiking in

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Puerto Rico.

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They started downloading
the app like crazy.

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And then Florida,
it's the next target.

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You see Florida light up.

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And you can see the whole Gulf
region, you know, from Florida

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going right across the Gulf
light up as the hurricane is

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coming and as it
is changing force.

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From Florida all the way
across to Texas you see

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downloads going through.

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Now, while they're doing
that they're going into the

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preparedness information.

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We know, because we can analyze
it, that they're spending

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anywhere from 12 to 25 minutes
reading that information.

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Knowing what to do and getting
that information that before we

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wouldn't have been able
to get to them in that

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time when they needed it.

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So really thrilled about that.

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Now the storm is coming.

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It keeps coming.

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They have set up their alerts.

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Now this is where the
partnership with NOAA is

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tremendous, because during
Hurricane Isaac, we sent through

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the app, 2 million weather
alerts came through that app and

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alerted people it was coming.

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Whether it was the hurricane
warning or a watch or a storm or

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a flood, 2 million messages came
through that app to those people

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at those location
these were monitoring.

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And that became, during the
hurricane, that and being able

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to track the storm became the
top areas that people were

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looking for in the application
as it was going through.

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So it just shows you the power
of working with those, with NOAA

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and those great organizations to
be able to take that information

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and give it to people when they
need it, where they need it, in

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a very compelling manner.

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As the storm passes, also in
the app we have the ability for

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people to view
shelter locations.

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So to be able to look at where
does Red Cross have shelters.

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So now people, they have gotten
through the storm, obviously

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they're alive, but their house
may not be in great shape or

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they may need food or shelter
or maybe their friends or family

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needs food and shelter.

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And now they can go on to the
app and get the most current,

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you know, shelter locations for
the Red Cross, get its address,

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00:11:05,867 --> 00:11:08,132
be able to get directions from
the cell phone and be able to

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help themselves for that.

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And that's how we envisioned it.

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So we're shocked that it
actually happened that way.

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But we're very happy to see
that, you know, those actions

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were taken by the customers,
you know, they got ready, the

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00:11:20,166 --> 00:11:22,834
weather alerts came, and then
they got help by finding the

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shelter applications through it.

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So we were real thrilled to have
that partnership and be able to

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use that data for that.

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We'd also like to announce --
now, I just got -- earthquakes.

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So we're announcing we're
coming out with an "Earthquake!"

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app and we're hoping this
doesn't mean an earthquake is

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coming like we did with the
hurricane, but again it's going

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to have the same characteristics
that we're having within the

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hurricane app.

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So it's going to have the
capability for alerting.

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It's going to have all the steps
you need to take before, during

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and after an earthquake.

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Again, we're working with the
USGS now to take their alerts,

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the earthquake alerts into the
application to be able to show

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for those locations that you're
at and those locations you want

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00:12:00,200 --> 00:12:03,000
to monitor, we'll send you those
earthquake notifications and you

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00:12:03,000 --> 00:12:05,000
would be able to set a couple
different parameters on what

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type you want to see and what
the magnitude of that is.

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Again, people who remotely have
family in California, I live up

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00:12:10,834 --> 00:12:13,934
in Jersey, family in California
it would be good to know what's

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00:12:13,934 --> 00:12:16,834
going on out there and then be
able to know that right through

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my cell phone and have a push
notification come out with that.

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And in addition, we use other
data from the USGS to help be

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able to show people what is the
magnitude of the earthquake and

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kind of what was the intensity.

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Try to help simplify people what
they're looking at for that.

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00:12:29,834 --> 00:12:31,367
So we're real
excited about that.

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00:12:31,367 --> 00:12:32,300
We're announcing that today.

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That's going to start
flowing next week for that.

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And we're thrilled about it.

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So thanks for the data
enabling it to go through.

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Thanks!

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(applause)