Social media is inspiring a new generation to explore the outdoors. But a spectacular photo doesn’t show the changing weather, the challenging terrain or the risks that experience teaches you to recognise. Inspiration doesn’t always come with preparation.

Every callout comes at a cost, both to the person in trouble and to the volunteers who leave their jobs and families to respond. With demand rising and resources stretched, Mountain Rescue can’t keep responding to the consequences. It has to get better at preventing them.

In this session, Nick Phillips explains why communication is now a life-safety tool, and how social listening and evidence-led comms can reach people before they need help.

You’ll hear:

• How social media is changing who heads into the hills, and how prepared they are
• Why influencing the influencers and cutting through misinformation matters
• How social listening helps spot emerging behaviours early
• What it takes to move from reacting to demand to preventing it

The real measure of success isn’t how many people are rescued. It’s how many never need rescuing.