[♪ Music playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to play the piano. I'm going to have to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I'm going to have to go. I I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be a little bit more. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to have to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to have to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. The I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. I'm going to sing a song for you. Applause. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to do it. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. Thank you. music I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. [♪ Music playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing in background, playing I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm going to be a little bit more careful. I'm sorry. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go to the next room. I'm going to go a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have a little bit of a conversation. I'm going to have to go. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to be able to do it. I'm not going to play the piano. I'm going to play a little bit more. The Great Shakeout Earthquake drills encourage you to practice how to protect yourself during an earthquake. Let's practice what to do if you're in a bed during shaking. Earthquakes can happen anytime, anywhere, but when they occur while you are asleep, they can be especially startling. Never get out of bed during shaking. Some of the most common injuries following an earthquake are tripping on items that have moved or cutting your feet on broken glass or other objects. Before the next earthquake, keep a pair of shoes and a flashlight in a bag tied to your bed so that the bag does not move during shaking, making it easy for you to access it when the shaking is over. The bag will also prevent broken glass or other objects from getting into your shoes. If you are in a bed and feel shaking, turn onto your stomach. Protect your head and neck with a pillow. Be sure to place your hands on the part of the pillow that covers your head and neck. Close your eyes and mouth to protect against dust and debris. After the shaking is over, wait a moment and check all around and above you before getting up or leaving your bed. Carefully reach for the bag you tied to your bed that contains shoes and a flashlight. Remove the flashlight first and turn it on. Then put on your shoes. If you feel that it's necessary to evacuate quickly from where you are, then do so with caution. Be sure to take your grab and go kit. If you do not evacuate, improve safety by caring for those who are injured, identifying and resolving chemical spills, gas leaks, electrical problems, or other hazards, and being prepared for aftershocks. Visit shakeout.org to practice earthquake safety with millions of people worldwide and to see videos showing what to do in a variety of situations. Good evening ladies and gentlemen. I am Mary Lee Goldman, the former mayor of the City of Beverly Hills and the founder of the Beverly Hills Forum series. Welcome to our 96th Beverly Hills Forum. As a part of our city's general preparedness programs, we're really delighted to have seismologists Dr. Lucille Jones as our Barely Hills forum speaker this evening. Dr. Jones works for the US Geological Survey, and she's a visiting research associate of the seismological laboratory at Caltech, a position which she has held since 1983. Currently, Dr. Jones serves as the chief scientist for the MultihHazard's Institute in Southern California charged with a very serious responsibility of developing a new program to integrate hazard science into urban areas with economic analysis and emergency response in order to increase those communities resiliency in the event of the National, a natural disaster. In other words, she has a huge responsibility that affects all of us. Dr. Jones is also a commissioner of the California Size McSafety Commission, which abises our governor and our legislature on seismic issues. She was first appointed by Governor Gray Davis in 2002 and reappointed by Governor Schwartz-Nager in 2005. From these successive appointments, we can deduce that earthquake science is not a political issue, but an issue of safety that affects every citizen of our state. Dr. Jones also serves on the California Earthquake prediction evaluation console, and we will learn we will all be very interested to learn I should say whether or not there are really any new techniques that work for the prediction of earthquakes. Dr. Jones scholarly work includes over 80 papers which is authored on research seismology. The primary focus of this work is on the physics of earthquakes, four shocks, and earthquake hazard assessments. These are especially important issues to all of us who live in California. And as you would expect, a distinguished scientist like Dr. Jones has received many wonderful awards, including the Alquist Award from the California Earthquake Safety Foundation, and the Shoemaker Award for Lifetime Achievements in Science Communication from the USGS. And recently in last year 2007, an award from the Los Angeles County Emergency Preparedness Commission. Dr. Jones reached the Intervature Lures degree, and I'm sure you can't guess the subject, but it was in Chinese language and literature. And it was Magnicom Laude. She received her degree from Brown University in 1976, followed by a PhD in Geophysics from MIT in 1981. She has served as Secretary of the seismology section of the American Geophysical Union, and she has passed chair of the Publications Committee of the Saismological Society of America. It's interesting to note that Dr. Jones is a fourth-generation Southern Californian, perhaps why she's so interested in earthquakes. She resides with her family in La Canyada. Her husband, Igil, Halkson, is also a seismologist, and there are two sons who are about to go off to college, are hopefully going to follow when their parents put steps, as one might expect in such a distinguished and interesting household. Please join me in welcoming this very important and amazing scientist who we are so fortunate to have tonight as a speaker in our Verbal Hills forum. Thank you very much. I will say I think my children would like any we'll do anything but become seismologists. I think they're going to be scientists but they've had enough earthquakes already. I'm here to tell you tonight about a new approach that we're trying to take towards earthquakes and earthquake preparedness in Southern California. I'm supposed to say I'll look at California, but I really care about Southern California. That's been my area of research for the last 25 years. It's been the home of my family for 150 years. I actually, my great, great grandparents are literally buried in the San Andreas fault in Banning, California. So I think I was destined to this from a very long time past. And for that 150 years, most Southern Californians have known that earthquakes are there and accepted it as the downside of paradise and gone on with their business. And we know they're gonna to come at some point. We know we'd be more likely to die in a tornado living in Chicago, so we might as well stay here and tend to leave it at that. And that's true as long as the earthquakes don't get too big. But as you heard, I've recently taken on a new job within the USGS, becoming the Chief Scientist for the Multihazards Initiative, where we're starting with the demonstration project here in Southern California, with the goal of demonstrating how hazard science can improve a community's resiliency to natural disasters. We're trying to get the science actually used. And I'll tell you that when I first proposed to my fellow scientists that we define our success by how somebody else uses our data and not by what we actually do, And I'll tell you that when I first proposed to my fellow scientists that we define our success by how somebody else uses our data and not by what we actually do, i.e. not something we're really in control of. I didn't have a lot of buy-in at first for my fellow scientists. But we finally said, look at, there's no point in doing the science if it isn't actually going to make a difference. And we're undertaking this new endeavor. The first product of this new initiative is a scenario of a great Southern San Andreas earthquake. You might have gotten this as you came in. This is the public version of a picture of what a big earthquake would be like. And to create this, we brought in a team of over 300 scientists from a wide variety of fields. To take some of what we as scientists really know very directly, there's a lot of things we know about what's going to happen in a big earthquake that we realized other people weren't using, but also by coming together and doing an integrated study. We discovered new things, we've discovered ways in which the different parts of the problem we're interacting. And got a much more complete picture that I'll tell you has changed my personal behavior in how I prepare for earthquakes. As we started this project, we were heavily involved with the governor's Office of Emergency Services and other people in emergency preparedness. And we came up with the idea of we wanted the science to get used. How do we take it out to people and really make it part of their lives? And that's where we first got the idea for the great Southern California shakeout. Now this is going to be, it's a new thing. We're trying, we're creating it out of scratch and our goal is to make the biggest earthquake drill ever conducted in the United States at least and maybe anywhere. And the reason we're doing this is we're wanting to change the way that people think about earthquakes. It isn't something we just live and accept and pick up the pieces afterwards because in fact there are a lot of things that we could do before the earthquake that will change what the outcome is. So we wanted everyone in Southern California to feel part of this and to get the conversation going. And thus we've proposed this great shake out. It will be a week of special events to inspire Southern Californians to get ready for the big earthquakes. It's going to be centered around a major earthquake drill on November 13th. We're asking every Southern California at the same moment 10 a.m. on November 13th to pretend that this earthquake has happened. And at a minimum, take the protective action you should do during an earthquake. And at the most, really embrace this as an opportunity to understand what the future of big earthquakes means for you as a Southern California what you're going to do about it. I'm going to take one moment after the discussion that happened right before here when I say take protective action. We are asking everyone to do drop cover and hold which means to go down to the ground find something sturdy to go under and hold onto it because because they can be very close friend. When my goddaughter was just before she was born, her mother was nine months pregnant when the Whittier Nero's earthquake happened, had a two-year-old with her, went down, went under the dining room table, and realized the dining room table was on wheels. And heading back and forth, hold on is a really important part of the problem. How many of you have heard about the triangle of life? Luckily not too many, so maybe I won't take too much time. It is total garbage. It is a viral email that's going around, claiming that during the Mexico City earthquake, this guy who's promoting it, said he found a school building where every child was crushed under their desk and this horrible devastation and how you need to somehow get beside the desk because you're going to figure out which side the building is going to collapse on. This picture, I want to bring this up, is a picture of a Mexico City school room and I'd rather be under those school desks than beside them. And we know that this is a complete forgery. We have talked with the mayor of Mexico City at the time. The earthquake happened at seven o'clock in the morning. There were no children in schools at the time. The earthquake happened. It's made up. So throughout triangle of life we advocate trying to get under a sturdy structure because as you can see, even if your building does collapse, it does a pretty good job of keeping you safe, and whenever you run outside a building, you're running into the danger zone, which is the edge of the building. That was just a little side light to get that. Let's go back to looking at the great Southern California shakeout and what we are trying to do. There are several reasons that we're undertaking this. As we worked on this project, we engaged sociologists who've studied natural disasters. And, you know, I'm used as a scientist to studying things that stay the same. I'm very uncomfortable with studying people. The sociologists, however, take enough people that they all start looking some similarities and they're actually able to find some pretty significant results and understanding about how people behave. If you want to get somebody to do something, giving them a list, this is what you should do is a really bad way of doing it. We don't like people telling us what to do and we tend not to listen. And if you look in California, the emergency preparedness community has been telling you what to do for the last 40 years and very few of you do it. We have to admit that what we're doing doesn't work and we are looking for different ways to try it. So we went to the COCologist and said, okay, we figured out this one doesn't work. What does? And they were able to tell us that there are three things that are very important when you're trying to get to change somebody's behavior. First is you need to tell it to them over and over and over again with the same information in an understandable way. And this one I'd like to hear from you. How old were you the first time you saw a Coke commercial? Five. Three. Yeah. Coca-Cola, right? What was the last time you yeah, Coca-Cola, right? What was the last time you saw Coca-Cola commercial? Yesterday. How many do you think you've seen in between? They know how to sell Coke, they know how to get you to buy it, they tell it to you over and over and over and over again. So that's step one. We have to make sure that people have the information they need to be prepared and they need to keep on hearing it. The second thing that works, this was discovered a long time ago by sociologist and the guy who originally formulated the theory called it, monkey-seey monkey-do. People copy what they see other people doing. So if we want to get people to start preparing for earthquakes, they need to see other people preparing for earthquakes. That's the next thing we want to get people to start preparing for earthquakes, they need to see other people preparing for earthquakes. That's the next thing we have to do. Get that out there and get that scene over and over again. The third thing is that people have to believe it's their own idea. We don't like doing what someone else tells us. We want to do what we think is right. Now the process by which somebody internalizes a problem and makes it their own issue is to talk about it with people they care about. So our next goal is to get people talking about emergency preparedness, especially about earthquake preparedness. So these are our three things. We want to do it a lot. In many ways, we want to have people see others preparing, and we want them to get talking about them. That's our theory behind creating the Southern California Shakeout. And what we're doing with this is we're going to have a drill, we're going to try and get everybody to do drop cover and hold on, but we're also trying to get this to happen in every venue we can in society.