Mask Wearing Study
An online survey used to gain insights into the barriers and drivers of mask-wearing and to test behaviourally-informed communications materials promoting proper mask use
Impact Canada, Impact & Innovation Unit, Privy Council Office
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.