Saving Lives During War: How to Make Evacuation Messages More Effective

When war threatens civilian populations, effective evacuation messages can mean the difference between life and death. Drawing on a controlled survey experiment conducted with 2,006 Ukrainians during the 2022 Russian invasion, we find that providing clear evacuation plans dramatically improves a message’s perceived effectiveness, while sophisticated message framing makes little difference. Our results indicate that people facing war are not naive about dangers—they need practical information on how to escape, not persuasion about why they should leave. This is especially true for those who do not have the means to evacuate autonomously. These findings offer guidance for authorities and humanitarian organizations: focus on providing concrete evacuation logistics rather than crafting perfect messaging.