Campaigns
Informed by the insights put forward, Impact Canada has developed two waves of materials for a social media campaign intended to enhance nationwide physical distancing compliance (#StayHomeSaveLives), in particular. Thus far, the behaviourally-informed materials below have been shared in over 250 posts across social media channels by over 30 departments.
Wave 1
Posted: April 4-6, 2020
Stay Home. Save Lives.
To get through this together, we must all stay apart. #PhysicalDistancing saves lives – do your part! #StayHomeSaveLives. Canada.ca/coronavirus #COVID19 #FlattenTheCurve
- Emphasizing collective action, moral responsibility, civic duty
- Including concrete call to action (i.e., clear and actionable language)
- Demonstrating efficacy of physical distancing
Groceries
To get through this together, we must all stay apart. #PhysicalDistancing means you can still go to the grocery store, but limit it to once per week. Otherwise, #StayHomeSaveLives. Canada.ca/coronavirus #COVID19 #FlattenTheCurve
- Emphasizing collective action, moral responsibility, civic duty
- Including concrete call to action (i.e., clear and actionable language)
- Demonstrating adaptiveness and emphasizing a sense of control during physical distancing
Connect Virtually
To get through this together, we must all stay apart. #PhysicalDistancing means you can still connect with loved ones, but do it virtually. #StayHomeSaveLives. Canada.ca/coronavirus #COVID19 #FlattenTheCurve
- Emphasizing collective action, moral responsibility, civic duty
- Including concrete call to action (i.e., clear and actionable language)
- Demonstrating adaptiveness and emphasizing a sense of control during physical distancing
Wave 2
Posted: April 10-13, 2020
Avoid Parks
More and more Canadians are avoiding public spaces.
If your friends or family members are still going to parks and playgrounds, they are risking lives. Tell them to stop.
#StayHomeSaveLives. Canada.ca/coronavirus #COVID19 #FlattenTheCurve 
- Making social norms and desired behaviour salient (photo of empty park)
- Leveraging dynamic norms (i.e., information about how other people’s behaviour is changing overtime)
- including concrete call to action (i.e., clear and actionable language)
Celebrate Virtually
Don’t put lives at risk this weekend.
#PhysicalDistancing means finding new ways to connect with loved ones, especially over the holidays.
#StayHomeSaveLives. Canada.ca/coronavirus #COVID19 #FlattenTheCurve
- Evoking emotional response
- Emphasizing collective action, moral responsibility, civic duty
- Demonstrating efficacy of virtual connections
Hand Washing
When was the last time you washed your hands?
REMEMBER: Wash your hands for 20 seconds frequently throughout the day.
Use alcohol-based hand sanitizer if soap and water isn’t available. Canada.ca/coronavirus #COVID19
- Evoking emotional response
- Including concrete call to action (i.e., clear and actionable)
- Prompting cognitive elaboration (i.e., encouraging conscious reflection) via question posing
Self-Assess
If you think you might have symptoms of COVID-19, watch this video.
Then, use the self-assessment tool to see if you need medical assistance: https://ca.thrive.health/covid19/en
#StayHome #SaveLives #FlattenTheCurve
Transcript
Think you might have symptoms of COVID-19?
- Fever
- Cough
- Difficulty Breathing
Stay home. Use the self-assessment too to see if you need further medical assistance. Save lives.
Stay home. Self-assess. Save lives..
- Prioritize salience and simplicity
- Including concrete call to action (i.e., clear and actionable language)
- Demonstrating efficacy of the self-assessment tool
What is next?
More campaign waves are coming! Impact Canada continues to dedicate resources and behavioural science expertise to develop behaviourally-informed messaging and visuals. Simultaneously, rigorous data collection and testing is underway that take communications initiatives in the pipeline from ‘insights-informed’ (i.e., based on literature and international findings, as described) to ‘data-driven’ (i.e., built upon the findings of robust research in the current Canadian context).
Summary
Objective
Support the development of federal COVID-19 communications to drive positive behavioural change.
Approach
Application of the principles of behavioural insights and what is working internationally to the development of federal COVID-19 communications campaigns.
Important Links
Contact Us
For more information, contact the Impact and Innovation Unit of the Privy Council Office.