Key Insights
To help maximize the accuracy and effectiveness of communications materials in Canada, Impact Canada reviewed over 125 sources to rapidly garner insights on what is working in COVID-19 communications campaigns and policy responses internationally, as well as what has been effective during past epidemics more broadly.
The following key themes and additional considerations were identified:
Demonstrating Efficacy
Contextualized experimental evidence (i.e., tested as COVID response)
In crisis situations, people are more likely to engage in the desired behaviour if:
- they think the infection would cause severe illness for them,
- the behaviour is perceived as effective,
- the behaviour is perceived as having few costs/barriers,
- they believe they could perform the behaviour if they wanted to.
Evoking Emotional Responses
Contextualized experimental evidence (i.e., tested as COVID response)
Emotions are strong drivers of behaviour. Used with care and coupled with advice about protective actions, evoking an emotional response can amplify messaging efforts.
Emphasizing Collective Action, Altruism/Moral Responsibility and Civic Duty
Behavioural science literature on crisis communication
Emphasizing that self- isolating and physical distancing are altruistic choices in that they help keep each other safe - especially vulnerable populations - can drive compliance in times of public health pandemic, as can communicating gratitude for supporting greater social good.
Making Social Norms Salient
Behavioural science literature on crisis communication
We conform to normative information about other people’s current attitudes and behaviors. Ads should build strong norms around protective behaviours, making them seem normal and expected by making unseen behaviours more visible and leveraging dynamic norms (i.e., information about how other people’s behavior is changing over time).
Emphasizing Adaptiveness and Instilling a Sense of Control to Support Mental Health
Public health literature on strategic communication during pandemics/epidemics
Uncertainty and loss of control while in self-isolation have been suggested as possible drivers of negative mental health outcomes. Ads should provide support to the general public to effectively cope with quarantine and isolation, including practical advice on seeking help, maintaining a routine, exercising at home, combating boredom, and engaging with loved ones virtually.
Addressing pandemic fatigue
Public health literature on strategic communication during pandemics/epidemics
However unwarranted, perceived severity of the pandemic may decrease over time, leading willingness to perform protective behaviours or comply with other public health advice to also decrease among the general population. It is important for ads to acknowledge and reinforce long-term effort and temporal framing, as appropriate, to combat potential “pandemic fatigue”.
Sources
- Behavioural science literature on crisis communication, as well as public health literature on strategic communication during epidemics;
- Rigorous experimental data from international messaging trials (e.g., UK, Ireland) that tested public perceptions of COVID-19 communication materials, as well as the psychological mechanisms likely driving their efficacy; and,
- PCO’s internal behavioural science expertise, as well as insights from a global community of academics, practitioners, and experts actively applying a behavioural lens to the COVID-19 pandemic.
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.