This experimental study tested the effects of digital tactical messaging on 189 undergraduates’ drought risk responsiveness using a mobile serious game. In the game’s virtual household environment, treatment groups were exposed to message framings informed by risk psychological theories. Drought risk responsiveness was indicated by participants’ in-game water consumption levels. The first intervention entailed treatment groups receiving advisories about an impending drought whose magnitude and likelihood varied for different groups. Next, groups would either receive a message reinforcing the efficacy, or social acceptability, of conserving and rationing water during a drought condition. Lastly, groups received a message about a water rationing exercise that they could participate in. Factorial analyses showed that knowing the severity and likelihood of an impending drought did not affect drought risk responsiveness. However, norms- and efficacy-framed messages, as well as rationing exercises, influenced risk responsiveness. The study is expected to be instructive to policymakers and practitioners interested in digitally communicating drought risk and adaptation to the public. © The Author(s) 2021.

The following sections are included: Introduction, Origins and the Challenges, Persistent Issues Faced by the MMC, Malay Youth as an Emerging Demographic Imperative, The Research, Identity and the Human Construct, Themes Arising from the Discussions, Findings, Conclusion, References