Impact CanadaApplying BeSci
to the COVID-19 Response

November 22 - December 15, 2022

COSMO Wave 2.6

Wave 2.6 included new questions on the prevalence of and experiences with long-COVID. This wave also delved into the use of public health measures while sick and barriers to staying home while sick.

Oct 19, 2022

Misinformation and Disinformation: An international effort using behavioural science to tackle the spread of misinformation

Summary

This study was conducted by the Impact Innovation Unit (IIU) of the Privy Council in collaboration with the Observatory for Public Sector Innovation of the OECD. We tested the impact of accuracy evaluation prompts and digital literacy tips on the intentions to share true and fake news headlines about COVID19 on social media. Results show that behavioural interventions are effective, scalable tools for slowing the spread of misinformation, yet intergovernmental and collaborative experimentation is vital.

Key Insights

• Finding 1: People may share fake news that they do not believe
• Finding 2: Shifting attention to #accuracy significantly increased the quality of information shared on social media.
• Finding 3: Relative to the control group, digital #MediaLiteracy tips resulted in a 21% decrease in stated intentions to share false headlines. In fact, digital media literacy tips had the greatest impact on reducing intentions to share fake headlines online.
• Finding 4: Individual differences in #trust and information consumption shape sharing of, and believe in, misinformation about COVID-19.

October 5-26, 2022

COSMO Wave 2.5

Wave 2.5 included new questions on the use of public health measures when sick with symptoms of COVID-19. This wave also delved into perspectives on future vaccination intervals and whether respondents consider themselves to be up-to-date on COVID-19 vaccinations.

August 3-26, 2022

COSMO Wave 2.4

Wave 2.4 asked respondents to self-report COVID-19 infections and experiences with long COVID. Questions also examined perceptions around new COVID-19 vaccines, reasons that respondents with two doses of a COVID-19 vaccine had not yet received a third dose and expectations for future waves of COVID-19.

June 1-24, 2022

COSMO Wave 2.3

Wave 2.3 included new questions on rapid test access and use, mask-wearing, and measures to improve indoor ventilation. This wave also delved into respondents’ personal risk assessments, the impacts of hypothetical scenarios with potential to boost vaccine uptake, and perceptions on the safety and effectiveness of vaccines.

April 5-25, 2022

COSMO Wave 2.2

Wave 2.2 included new questions related to pediatric vaccination and booster dose intentions. News lines of inquiry related to social media usage, concerns about the spread of mis/disinformation online, and support for government intervention on mis/disinformation were also added.

Feb 3-25, 2022

COSMO Wave 2.1

Wave 2.1 focused on establishing a strong baseline understanding of Canadians’ current knowledge base, behaviours, perceptions and attitudes related to the COVID-19 pandemic. Wave 2.1 included questions on topics ranging from adherence to public health measures, vaccination, pediatric vaccination, sources of information and trust, misinformation, and mental health and wellbeing.

Nov 16 - 22, 2021

COSMO Wave 16

COSMO Wave 16 included new questions about booster dose intentions, vaccines for children, and the use of rapid tests.

Oct 30 - Nov 15, 2021

Vaccine Study 7: Understanding Parent/Guardian intentions to have their child(ren) receive a COVID-19 vaccine

Summary

Data were collected between October 30 and November 15, 2021. This was just prior to Health Canada’s approval of COVID-19 vaccines for 5-11 year olds.

Survey data were collected from a sample of Canadian parents/guardians (N = 804) to better understand their perceptions, beliefs, and attitudes around COVID-19 vaccines. Quotas were applied to capture equal representation of parents/guardians by age of child (0-4, 5-11, 12-17) and proportional representation of parent sex, age, and province of residence. The study aimed to examine parental intentions to vaccinate their children against COVID-19, and explore factors (demographic, cognitive, behavioural) that are predictive of vaccination intentions.

Key Insights

The study revealed several trends in vaccination intentions among Canadian parents and guardians. A variety of factors were uniquely associated with lower parental intentions to get their child(ren) vaccinated, including parents’/guardians’ own vaccination status (i.e., not vaccinated with at least one dose), younger child age, lower household income, indifference about COVID-19 infection, lower COVID-19 vaccine confidence, concerns of side-effects from routine childhood vaccinations, and children not receiving a seasonal flu vaccination. Top stated reasons for uncertainty or refusal of a COVID-19 vaccine for their child(ren) fell into two overarching categories (1) mistrust of vaccines & institutions and (2) accessibility concerns (e.g., transportation to appointments is difficult, no time off work, no childcare for other children).

Insights and recommendations generated will help inform outreach, communications and program development for continued vaccine roll out, aiming to further improve accessibility of childhood vaccination services and empower parents to perform quality risk assessments when making vaccination-related decisions for their children.

August 19 - October 4, 2021

Vaccine Study 6: Testing Principles of Operational Transparency to Bolster COVID-19 Vaccine Acceptance Among Unvaccinated Canadians

Summary

Reinforcing the broader literature, earlier studies conducted by the IIU examining vaccine acceptance in the COVID-19 context provided preliminary evidence on the value of providing operational transparency into the system that delivers vaccines, as a means of improving understanding, trust in the process and confidence in vaccines, and countering vaccine hesitancy. Operational transparency refers to the disclosure of “behind-the-scenes” work that an organization undertakes through its operating processes (Buell and Norton, 2011).

Building on this work and working in collaboration with academic experts from Harvard Business School (Dr. Mike Norton and Dr. Ryan Buell), the IIU conducted a dedicated study to better understand the effects of different forms of operational transparency on COVID-19 vaccine acceptance and uptake, testing 4 visual instantiations aimed at:

• Disclosing the ‘end-to-end’ process for vaccine development, testing, authorization and regulation in Canada; and
• Describing and visualizing the concept of benefits outweighing risks in the context of vaccine authorization

A sample of 1,554 unvaccinated Canadians were randomly assigned to one of six conditions. After seeing either no visual (passive control condition), status-quo vaccine safety messaging (active control condition), or one of the four behaviourally-informed interventions, respondents answered a number of questions to assess their trust and confidence in COVID-19 vaccines, their intentions to be vaccinated against COVID-19, and several other cognitive and behavioural factors related to COVID-19 vaccination.

Key Insights

Results indicated that, on average, unvaccinated participants exposed to operationally transparent messaging reported ~8% higher intentions to get a COVID-19 vaccine, relative to status quo Government of Canada messaging; a small, but statistically significant effect. These findings demonstrate that showing Canadians the behind-the-scenes work that goes into ensuring vaccines are safe and effective – i.e., sharing digestible and easy-to-understand information about vaccine development, testing and authorization – may be an effective communications approach for bolstering vaccine acceptance among those who remain unvaccinated. Results also suggested that, at the time of data collection, a sizeable portion of unvaccinated Canadians indicated some willingness to get vaccinated, either right away or eventually.

Aug 12 - 16, 2021

COSMO Wave 15

COSMO Wave 15 included new questions about second dose intentions and parental intentions to vaccinate their children. Wave 15 also featured a randomized-control trial designed to test whether or not respondents are willing to share false headlines related to COVID-19 on social media.

July 2021

Behavioural Science Insights to Support COVID-19 Communications and Public Education Initiatives

This report is the culmination of our knowledge and learning on effective COVID-19 communications that are behaviourally-informed, based on the state of knowledge as of Spring 2021. It presents a series of evidence-based recommendations for communicators which have been informed by the outcomes of research led by the IIU in the COVID-19 context (e.g., The COSMO Canada Study, online message testing, and in-field research and experiments), as well as the work of others within Canada and across the world (Government, NGOs, private-sector, academics).

June 23 - 29, 2021

COSMO Wave 14

COSMO Wave 14 included new questions related to Canada’s eventual ‘re-opening’, such as when respondents expect specific measures to be lifted, whether they anticipate day-to-day life will resemble pre-pandemic times in the near future, and their sentiments (e.g., optimism, anxiety) towards restrictions easing.

May 7 - July 14, 2021

Vaccine Study 5: Augmenting vaccination data among priority populations

Summary

Survey data were collected in two phases: (1) respondents were sampled from the general population in Canada with proportional quotas for age/sex/region; and (2) respondents were oversampled from according to ethnic, racial or Indigenous identity-based quotas. Ethnic, racial or Indigenous identity information was collected (based on census variable categories from Statistics Canada) and used to over-sample respondents from among the following groups: Indigenous, Black, Arab/West Asian, South Asian, Southeast Asian and Latin American. Respondents answered a number of questions to assess several different attitudinal, cognitive and behavioural factors related to COVID-19 vaccination, as well as a number of different demographic factors.

Key Insights

Results indicated that there exists gaps in some racialized groups among key attitudinal and cognitive factors that are strongly associated with vaccination status and intentions. These include vaccine confidence, knowledge of COVID-19 vaccines, positive perceptions of COVID-19 vaccines and the ability to identify misinformation. Despite these differences, attitudinal and cognitive factors such as vaccine confidence and knowledge of COVID-19 vaccines are more strongly associated with vaccine intentions among unvaccinated respondents than most other demographic factors. Top reasons for vaccine hesitancy (among unvaccinated and partially vaccinated respondents) include concerns that not enough testing or research has been done and concerns about the safety and effectiveness of COVID-19 vaccines. Among unvaccinated respondents, initiatives that promote the accessibility of vaccination services were cited as most likely to increase the likelihood of vaccination.

May 5 – 12, 2021

COSMO Wave 13

With a growing segment of respondents partially or fully immunized against COVID-19, COSMO Wave 13 included new questions related to vaccination experience, as well as perceptions of safe behaviours post-vaccination, and intentions to continue to adhere to public health measures.

Mar 17 – 23, 2021

COSMO Wave 12

COSMO Wave 12 included new questions related to vaccines, including a series of questions related to brand preference. In addition, based on findings from a series of academic literature reviews, several new scales were added that were found to be meaningful predictors of vaccine intentions and susceptibility to misinformation, including religiosity, numeracy, scientific knowledge, and psychological reactance.

Mar 11 – 30, 2021

Vaccine Study 4: Messaging in Response to Adverse Events Following Immunization

Summary

Impact Canada’s fourth deep dive study on vaccines. A broadly representative sample of approximately 2,900 Canadians were presented with a hypothetical news report of an adverse event following immunization (AEFI). After reading the news report, participants were randomly assigned to one of seven messaging conditions (including one control and six behaviourally-informed messages) randomly delivered by one of three sources (including the Government of Canada, a top Canadian medical professional, or a spokesperson for the vaccine manufacturer) to assess the impact of the messages and messengers.

Key Insights

Results indicated that behaviourally-informed messages – combining principles such as operational transparency and risk communications strategies – significantly outperformed the status quo communications strategy for responding to AEFI through reducing concerns about vaccine safety and increasing perceptions of message quality. The effect of behaviourally-informed approaches was evident in both contexts of uncertainty (i.e., AEFI is actively under investigation) and certainty (i.e., investigation has concluded). Further, the impact of messaging frames differed depending on the respondent’s ability to identify misinformation about COVID-19 vaccines.

Feb 9 – 16, 2021

COSMO Wave 11

COSMO Wave 11 included new questions on vaccine intentions, including whether respondents had already received a COVID-19 vaccine and what elements of the vaccine were most important to respondents (i.e., no side effects, most effective). Wave 11 also included new questions about Spring break travel intentions, interventions to reduce the risk of imported COVID-19 cases, and delved deeper into the spread of COVID-19 misinformation.

Jan 8 – 14, 2021

Vaccine Study 3: The Effects of Message Framing on Vaccination Intentions

Summary

Impact Canada’s third deep dive study on vaccines, conducted in collaboration with academic experts from the University of Waterloo, with support from Ontario’s Behavioural Insights Unit. A broadly representative sample of approximately 2,300 Canadians was asked to complete an online survey that asked questions about their intentions to vaccinate, attitudes, behaviours, and perceptions relating to the COVID-19 virus and vaccine, as well as trust in information sources. In addition to these predictors of vaccination, four messaging types built on behavioural science principles were tested against a control message to assess the impact on vaccination intentions: operational transparency, anticipated regret of not getting vaccinated and contracting COVID-19, appealing to public/social benefits experienced by others, and appealing to personal benefits experienced by the individual.

Key Insights

On the whole, the messaging approaches performed similarly in terms of their impact on vaccination intentions. However, the impact of messaging differed based on socio-demographic factors.

Dec 16 – 22, 2020

COSMO Wave 10

COSMO Wave 10 included additional questions on misinformation and disinformation, pandemic fatigue, holiday gatherings, and vaccinations.

Dec 2020 – Mar 2021

New Impact Canada Behavioural Science Fellows join the Public Health Agency of Canada!

Summary

The Impact Canada Fellowship program attracts external talent with specialized skills in various disciplines, including behavioural science, and is focused on identifying the right people with the right skills and pairing them with organizations advancing key government priorities. The Fellowship program benefits both the successful candidates and our partners. On one hand, candidates join a growing network of fellows and apply their skills to exciting projects. On the other, our partners gain valuable in-house expertise. This helps build public sector capacity to deliver the best policies and programs for Canadians.

Dec 1st, 2020

How Vaccines are Developed Video

Summary

In line with the recommendations from Vaccine Study 2, Impact Canada developed an animated video to give Canadians a better view into how vaccines are developed and what factors contributed to an expedited COVID-19 vaccine. Both the script and visuals were developed with a behavioural science lens, applying insights from previous studies and rapid reviews including harnessing the principle of operational transparency. The video was published by the Public Health Agency of Canada.

Nov 2 - 9, 2020

COSMO Wave 9

COSMO Wave 9 included new questions on vaccine intentions, misinformation and disinformation, use of the COVID-19 Alert App, COVID-19 testing, and holiday gatherings.

Oct 28 - Nov 1, 2020

Vaccine Study 2: The Effects of Messaging and Messengers on Vaccine Perceptions

Summary

Impact Canada's second deep dive study on vaccines. A broadly representative sample of approximately 1,600 Canadians completed an online survey to assess the impact of various messaging approaches and messengers on intentions to be vaccinated against COVID-19. Three messaging approaches focused on communicating information about vaccine safety were delivered through three messengers: the Government of Canada, a healthcare provider, or a close friend. The study assessed intentions to vaccinate against COVID-19, confidence in Canada's vaccine development process, comprehension of vaccine messaging, and fears and discomfort surrounding a COVID-19 vaccine.

Key Insights

Both the messaging approach and the messenger were found to have an impact on intentions to vaccinate. A personal narrative delivered by a close friend was the most effective in increasing vaccination intentions. The study also revealed that giving Canadians a better view into how a COVID-19 vaccine is developed using operational transparency is helpful in ensuring widespread understanding of vaccine-related messaging.

Sep 15 - 20, 2020

COSMO Wave 8

COSMO Wave 8 focused on vaccine confidence and vaccine hesitancy along with a focus on the harms and risk associated with increased alcohol use.

Sep 4 - 6, 2020

Vaccine Study 1: The Effect of Different Vaccine Scenarios on Vaccine Perceptions

Summary

Impact Canada’s first deep dive study on vaccines carried out with academic collaborators at the University of Waterloo, with support from Ontario’s Behavioural Insights Unit. A broadly representative sample of approximately 800 Canadians answered a variety of questions regarding their intentions to get a COVID-19 vaccine. Participants were asked to provide their attitudes related to vaccines in general, and to a COVID-19 vaccine in particular. Their perceptions and attitudes regarding the COVID-19 pandemic, levels of trust in scientists, institutions, and public leaders, and demographic characteristics were also assessed. Participants were randomly assigned to imagine a variety of hypothetical scenarios regarding an eventual COVID-19 vaccine, and asked how those scenarios (e.g., the vaccine requiring two doses) would impact their intentions to be vaccinated.

Key Insights

Early intentions to vaccinate appeared to be associated with a subset of factors, including trust in government and mainstream news and perceptions that a COVID-19 vaccine is risky. Analysis also identified four primary segments of Canadians based on their intentions to vaccinate: Strong Supporters (high intentions to receive a COVID-19 vaccine as soon as it becomes available), Choice Deferrers (intention to receive a vaccine after a period of waiting), Hesitators (unsure of intentions), and Non-Supporters (no intention to receive a vaccine at any point). Importantly, Strong Supporters and Non-Supporters indicated that their minds were made up about whether or not they will get a vaccine, whereas Choice Deferrers and Hesitators indicated the opposite. This trend – first identified in Study 1 and holding strong since – presented a “moveable middle” segment of the population to be best served by public engagement and communication efforts.

Aug 13 - 17, 2020

COSMO Wave 7

COSMO wave 7 included an increased focus on Canadians' knowledge and attitudes related to vaccines, intentions to get an influenza shot in the fall/winter, and a look at the use of alcohol and other substances.

Aug 12 - Sep 14, 2020

Applying Behavioural Science to Improve Safety While Shopping During COVID-19: Understand Phase Fieldwork with Frontline Grocery Workers

Summary

Understand Phase activities took place in six different stores and employed a variety of methods, including:

• In-store observations to identify and describe the context of each grocery store, how employees and shoppers are behaving and interacting, the barriers to more effective health and safety practices, and opportunities to intervene.
• Shopper shadowing to document the shopping journeys of customers at a safe distance without influencing their choices or actions (e.g., how long they spend in different sections and when and where they do not comply with key behaviours).
• Shopper surveys to understand how shoppers are feeling about their health and safety during their in-store experience and how they feel about the behaviours of other shoppers.
• Employee interviewsto understand and describe the employee’s experience of being a frontline worker during the pandemic.

 

Key Insights

Overall, most shoppers were taking COVID-19 guidelines seriously, reported feeling safe while shopping, and perceived that stores were prioritizing their health and safety. The most prevalent challenges experienced by shoppers were physical distancing, following signage, and touching products they did not buy. Among other things, employees indicated they were looking for more kindness and compassion from all shoppers. Interventions are now in design with stakeholders for pilot testing in a series of stores to help increase shopper distancing and adherence to signage, and support employee well-being at work.

July 31 - Aug 11, 2020

Mask Wearing Study

Summary

While properly and regularly wearing a mask is a critical preventive health behaviour, it is also one that can be challenging to adopt and sustain from a behaviour change perspective. Early in the pandemic, it was both a new and unfamiliar behaviour for many, and relatively uncommon and uncomfortable. At that time, this study was conducted to better understand Canadians’ attitudes and beliefs surrounding mask wearing, including, examining barriers and facilitators to adopting the behaviour, and gauging the public’s knowledge and intentions with regard to individual mask use. A variety of mask-related infographics were put to test in a randomized controlled trial to investigate potential opportunities to “move the needle” on comprehension and intention. In the trial, participants were presented one of eight versions of the infographic: passive and active controls, and six behaviourally-informed materials that applied a variety of different behavioural science principles to content and design to help make the same information clearer and more actionable.

Key Insights

At the time of the survey, Canadians had positive attitudes towards mask wearing and recognized the importance of the behaviour. However, comfort and cost appeared to act as a barrier to mask wearing for some. Further, some confusion remained around recommendations, efficacy, and safety of mask-wearing. The behaviourally-informed infographics developed and tested for the trial improved memory and self-reported comprehension – particularly for older respondents – relative to the control conditions, and informed a series of specific and evidence-based recommendations for mask-wearing communications.

July 17 - 22, 2020

COSMO Wave 6

COSMO Wave 6 had a continued focus on vaccine hesitancy, returning to “normal” behaviours, travel intentions, and pandemic fatigue, along with the reopening of the economy and its associated impacts.

July 7 - 10, 2020

COVID-19 Visual Design Concept Study

Summary

Three different visual design concepts for COVID-19 social media and print communications were developed to promote three key messages: wearing a mask when physical distancing is difficult, using the ArriveCAN app when traveling, and taking advantage of available financial supports. Over 1,200 Canadian participants in the study were randomized and presented one of nine key message / visual design combinations before answering a series of questions. The concepts were tested for: likeability, readability, key message recall, evoked feelings, and behavioural intent (e.g. intentions to wear a mask, use the ArriveCAN app, or make use of available financial supports). Alternative color combinations evoking a stronger sense of urgency were also tested. Based on the results of this study, one visual concept outperformed the others in the majority of outcome measures and was subsequently used to develop the federal COVID-19 style guide.

June 23 - 28, 2020

ArriveCAN Application Study

Summary

The Government of Canada introduced ArriveCAN in April 2020 to create a secure and user-friendly digital tool to help travellers comply with the border measures implemented to reduce the spread of COVID-19, such as submitting travel, contact, and quarantine information upon entry into the country. A broadly representative sample of approximately 2,400 Canadians participated in an online survey to assess how behavioural science principles can be applied to ArriveCAN communications products to increase intentions to download and use the ArriveCAN App among travellers. To parallel real world experience, study participants read a vignette asking them to imagine they were incoming travellers to Canada, then randomly assigned to see one of six versions of a two-sided handout about the app. The six versions included a control as well as five versions modified based on a variety of behavioural science principles (presenting the same informational content with some meaningful modifications). Participants were then asked questions to test their comprehension and recall of the information they had viewed, assess their intentions and recommend ArriveCAN, and assess sentiment and concerns related to using the app.

Key Insights

Behaviourally-informed versions were found to increase intentions to download the ArriveCAN app, and were effective in reducing the preference for paper copies at the border, in increasing the desire to recommend the app to friends/family, and in increasing feelings of safety.

Participants who saw any of the behaviourally-informed versions of the handout rated ArriveCAN as more valuable than those who saw the control handout, and were able to more accurately answer questions related to the app, and quarantine rules upon returning to Canada.

June 23 - 28, 2020

COSMO Wave 5

COSMO Wave 5 included a continued focus on vaccine confidence, returning to "normal" behaviours, travel intentions, pandemic fatigue, along with the reopening of the economy and its associated impacts. Additional questions were added to better understand Canadians' perceptions of the process for border crossing, including intentions to cross, purpose of travel, preferred transportation modes and ports of entry, and perceptions of appropriate approaches and timelines for reopening CAN-USA and international borders.

May 26 - June 1, 2020

COSMO Wave 4

COSMO Wave 4 included questions on how behaviours have shifted in balancing work and family priorities throughout this time of transition. Questions that focused on the experiences of small and medium business owners were also included in this wave.

May 5 - 10, 2020

COSMO Wave 3

COSMO Wave 3 included additional questions on when and how restriction measures should be relaxed, changes to existing behavioural routines during the pandemic, and degree of comfort with returning to somewhat normal routines and/or behaviours over time. Wave 3 also collected information on government benefit uptake (e.g. Canada Emergency Response Benefit, Canada Emergency Wage Subsidy and Canada Emergency Business Account).

April 21 - 25, 2020

COSMO Wave 2

COSMO Wave 2 included questions that focused on perceptions about ongoing mental health and wellbeing challenges Canadians may be experiencing as a result of COVID-19, as well as the impact that the pandemic may have on socializing behaviours in the longer-term.

April 11-15, 2020

COSMO Wave 1

COSMO Wave 1 focused on establishing a strong baseline understanding of Canadians’ COVID-19 knowledge base (e.g., symptoms, virus spread), perceptions and attitudes.

April 4 - 13, 2020

Federal Social Media Campaigns

Summary

Based on the insights identified in the pandemic communications rapid review, Impact Canada developed two waves of materials for a social media campaign intended to enhance nationwide physical distancing compliance (#StayHomeSaveLives). The behaviourally-informed materials were shared in over 250 posts across social media channels by over 30 federal departments.

April 1st, 2020

COVID-19 Communications Rapid Review

Summary

Over 125 sources of information were reviewed to gain insights on what was working in COVID-19 communication campaigns and policy responses internationally, as well as what had been effective in past epidemics. This synthesis of available evidence suggested that applying a behavioural science lens to messaging and design components of COVID-19 communications materials could help maximize their accuracy and effectiveness in promoting the desired health and response behaviours (e.g., hand washing and physical distancing).

Key Insights

The following key themes were identified and recommended when developing COVID-19 communications:

• Demonstrate efficacy of protective behaviours
• Evoke emotional responses with care
• Emphasize collective action, altruism/moral responsibility and civic duty
• Make social norms salient
• Emphasize adaptiveness and instill a sense of control to support mental health
• Address pandemic fatigue

April 2020 - ongoing

COVID-19 Snapshot Monitoring (COSMO)

Summary

To support federal response efforts, Impact Canada is leading the implementation of the World Health Organization’s (WHO) Behavioural Insights Tool on COVID-19 in Canada. This work is being led in collaboration with the Public Opinion Research Team within the Privy Council Office’s (PCO) Communications and Consultation Secretariat, which supports the Prime Minister’s Office in coordinating government communications in accordance with key priorities.

Insights have informed the federal response to COVID-19, enabling decision-making and government communications to meet the changing needs of citizens. COSMO has also provided signals about longer-term implications of the pandemic that might require new or adapted policy responses. Data visualizations are also being published here for citizens and organizations alike to keep a pulse on evolving, nationwide trends.