Communication about health behaviours
PART ONE
Most common problems encountered in crisis communications today, and examples of how to overcome them using behavioural science.
Content:
You fail to understand the reasons that people are not taking the correct action now.
Issue 2
Your message is too long or complex for people to follow.
Issue 3
People don't feel that your message relates to them.
Issue 5
Your communication causes panic or pushes people away.
Issue 6
People do not understand the real consequences of their actions.
Issue 7
People understand what they can no longer do, but remain confused.
Issue 8
People do not see the majority set a good example to follow.
Issue 9
People hear generalized calls, but do not understand what they have to do specifically.
Issue 9
People see your message, but forget to do what you ask.
You fail to understand the reasons why people are not taking the correct action
Issue 1
Why does this happen?
Communicators focus on messages, but forget about the potential causes of mistakes that people already make.
What can you do?
Instead of using general phrases to motivate people to stay at home, we suggest that you determine the reasons why they aren't doing it. Then you will be in a position to address each of the reasons separately to minimize misunderstandings.
Out-of-the-box solutions for communication:
Communicators focus on messages, but forget about the potential causes of mistakes that people already make.
What can you do?
Instead of using general phrases to motivate people to stay at home, we suggest that you determine the reasons why they aren't doing it. Then you will be in a position to address each of the reasons separately to minimize misunderstandings.
Out-of-the-box solutions for communication:
Situation:
If people don't understand what quarantine is for, stress the reason simply and clearly in your message.
Example:
"By contacting other people you run the risk of getting sick, so please stay home. This is necessary to slow down the spread of coronavirus and enable the doctors to save those who are already sick."
Situation:
People may not be able to plan their purchases and diet, so they have to go to the supermarket every few days.
Example:
"Coronavirus spreads as a result of coming into contact with people. So, it is important to avoid places that are usually crowded, including supermarkets. To minimize trips to the store, make a complete list of products for the next two weeks.
If you see that one of the products will run out soon, order it on the delivery site in advance."
If you see that one of the products will run out soon, order it on the delivery site in advance."
Situation:
People are too optimistic and think that no harm will come to them. To correct this, emphasize the clear consequences of non-compliance with quarantine in the message.
Example:
"By coming into contact with people, you run the risk of get infected yourself and spread the disease to others without even noticing it. Coronavirus can be carried by a person with no symptoms. If a sick person does not stay at home, he/she can transmit the disease to 45 people in two weeks, and 2,000 in a month."
Your message is too long or complex for people to follow
Issue 2
Why does this happen?
People by nature tend to save energy and will not spend it on complex instructions, especially when there is a lot of information noise around.
What can you do?
Write a message in simple language and clearly explain the essence of their actions.
Out-of-the-box solutions for communication:
People by nature tend to save energy and will not spend it on complex instructions, especially when there is a lot of information noise around.
What can you do?
Write a message in simple language and clearly explain the essence of their actions.
Out-of-the-box solutions for communication:
A typical example of complex communication:
"To ensure your safety and the safety of your loved ones, please isolate yourself. Be under quarantine and refrain from communicating with others. Be sure to follow the rules of general hygiene, because the coronavirus infection is airborne transmitted through social contacts."
Example of how to simplify the message:
"Coronavirus can be transmitted without any symptoms, infecting others casually. In order to avoid contracting the virus and spreading it further, please stay at home. Communicate with your loved ones only by phone or online. Go out as rarely as you can. Wear a mask in any room, and wash your hands thoroughly with soap for 20 seconds when you return home from outside."
People don't feel that your message relates to them
Issue 3
Why does this happen?
If you appeal to everyone at once, an individual may not see the specific connection to his own actions and think that you are not addressing him.
What can you do?
It is important to personalize communication as much as possible. You can mention the group of people to which the target audience belongs, or even address specific people by their names.
Out-of-the-box solutions for communication:
If you appeal to everyone at once, an individual may not see the specific connection to his own actions and think that you are not addressing him.
What can you do?
It is important to personalize communication as much as possible. You can mention the group of people to which the target audience belongs, or even address specific people by their names.
Out-of-the-box solutions for communication:
Example of an overly generalized appeal:
- Citizens
- City residents
- Parents
- Home owners
Example of a more personal appeal:
- Kyiv residents
- Pushkinska Street residents
- Residents of [address of house]
- Students of the red building of Taras Shevchenko University (you can also add a photo of the building
- Parents of children studying in gymnasium #1
People do not understand who is addressing them
Issue 4
Why does this happen?
The audience may be wary of unsigned messages if they come from an unfamiliar organization or one that is unknown to them.
What can you do?
Indicate who is addressing the target audience with the communication: the source should be relevant and trustworthy.
Out-of-the-box solutions for communication:
The audience may be wary of unsigned messages if they come from an unfamiliar organization or one that is unknown to them.
What can you do?
Indicate who is addressing the target audience with the communication: the source should be relevant and trustworthy.
Out-of-the-box solutions for communication:
Example of an overly generalized appeal:
- Administration
- Healthcare workers
- Experts
Example of a more personal appeal:
- Doctors treating coronavirus patients
- UNICEF
- Ministry of Health of Ukraine
- World Health Organization
Your communication causes panic or pushes people away
Issue 5
Why does this happen?
When people are afraid or feel criticized they tend to shut down and avoid contact with such communication.
What can you do?
Replace neutral and intimidating messages with more effective and clear ones.
Out-of-the-box solutions for communication:
When people are afraid or feel criticized they tend to shut down and avoid contact with such communication.
What can you do?
Replace neutral and intimidating messages with more effective and clear ones.
Out-of-the-box solutions for communication:
Too general and abstract options:
- Avoid contacts
- Self-isolate
- Stay quarantined
Simpler and clearer options:
- Keep a physical distance
(Shifts the emphasis to those one and a half meters between you and the other person, without affecting your moral connection and empathy).
Too general and abstract:
- Keep a social distance
Більш простий та зрозумілий варіант:
- Keep a healthy distance
(Gives a sense of security, focuses on caring for their own health as well of the others', rather than on the absence or presence of contact with others, and appeals to common sense).
Panic-generating option:
- This crisis will result in disastrous consequences, because people will act selfishly. In a few weeks we will find the whole country in chaos and anarchy.
An option that encourages joint action:
- No matter who you are or where you are from, today we are all together. If each of us temporarily changes our behaviour to protect ourselves, our families, our neighbors, and our communities, we will be able to protect each other.
An option emphasizing individual needs:
- We need to cut taxes now to make sure that the workforce has the extra income that is necessary to take care of themselves and their families.
An option emphasizing social needs:
- To support the country's economy, today we should take care of each other, especially the most vulnerable people. Our government must provide the people with the protection they need to overcome the crisis. Namely, to extend social benefits to those who need them and to strengthen the health care system.
People do not understand the real consequences of their actions
Issue 6
Why does this happen?
The benefits of quarantine are delayed, and people have to endure isolation now. Even if your audience wants the best for society, in such a situation they will tend to avoid losses and sacrifice future benefits to reduce suffering now.
What can you do?
Visualize the consequences of human actions as much as possible and bring them closer in time.
Out-of-the-box solutions for communication:
The benefits of quarantine are delayed, and people have to endure isolation now. Even if your audience wants the best for society, in such a situation they will tend to avoid losses and sacrifice future benefits to reduce suffering now.
What can you do?
Visualize the consequences of human actions as much as possible and bring them closer in time.
Out-of-the-box solutions for communication:
Focus on the consequences that lead to infection:
"You can transmit the virus without symptoms. If you go outside, you can infect 45 people in two weeks, and 2,000 people within a month."
Focus on the consequences of overloading the health care system:
"If you don't stay home, you risk catching coronavirus. If everyone does this, the health care system will not be able to save so many patients at once."
Focus on the consequences of poor hygiene:
"Coronavirus can live on surfaces from several hours to five days. It can stay on the door handles the longest, so do not touch them with bare hands."
Приклад нагадувань, що ілюструють можливі наслідки
People understand what they can no longer do, but remain confused
Issue 7
Why does this happen?
Communication can prohibit a number of actions at once, without showing any examples of alternative behaviour. The audience is left with the question "if we can't do what we always did, then what can we do?"
What can you do?
Replace prohibitions of old behavioural pattern with examples of new behavioural pattern so that people feel confident in their actions and can control the situation.
Out-of-the-box solutions for communication:
Communication can prohibit a number of actions at once, without showing any examples of alternative behaviour. The audience is left with the question "if we can't do what we always did, then what can we do?"
What can you do?
Replace prohibitions of old behavioural pattern with examples of new behavioural pattern so that people feel confident in their actions and can control the situation.
Out-of-the-box solutions for communication:
Examples of prohibitions:
- Do not leave the house
- Do not touch the face
- Do not ignore hygiene
- Don't panic
- Do not shake hands
Examples of alternative actions:
- Stay at home
- Keep your hands in your pockets or on the table in front of you
- Wash your hands with soap or disinfect with a sanitize
- Keep calm and be an example to others
- Replace a welcoming handshake with a wave of the hand, a namaste gesture, touching with elbows or shoes
People do not see the majority set a good example to follow
Issue 8
Why does this happen?
Humans are social animals, we have evolved to imitate the actions of others. The more widespread the behavioural pattern and the more it is approved in a particular society, the more chances it has to be perpetuated.
What can you do?
Show that the vast majority of people are already doing the right thing, and this is appreciated in society. By their nature, people do not want to be in the minority, disrespected by the rest. People usually strive to look good in the eyes of others. Besides, it will be effective to give a positive role model and show that famous people, athletes, singers, politicians also abide by the rules.
Out-of-the-box solutions for communication:
Humans are social animals, we have evolved to imitate the actions of others. The more widespread the behavioural pattern and the more it is approved in a particular society, the more chances it has to be perpetuated.
What can you do?
Show that the vast majority of people are already doing the right thing, and this is appreciated in society. By their nature, people do not want to be in the minority, disrespected by the rest. People usually strive to look good in the eyes of others. Besides, it will be effective to give a positive role model and show that famous people, athletes, singers, politicians also abide by the rules.
Out-of-the-box solutions for communication:
Example of a message in the middle of the organization:
"95% of our employees have made the important decision to stay at home in quarantine and work remotely. We thank them for their help in the fight against the coronavirus."
An example of a real message:
"The vast majority of citizens of our country of different ages believe that the threat of coronavirus should be taken extremely seriously. That's why they remain at home, so please do the same."
An example of a message mentioning stars:
"Lionel Messi, like other famous football players, is now training at home so as not to violate quarantine. They understand that human lives are much more important than sports."
People hear generalized calls, but do not understand what they have to do specifically
Issue 9
Why does this happen?
Messages are too abstract and do not explain the steps with which the audience can achieve the desired effect.
What can you do?
Break down the generalized requirement into clear concrete steps and make them attractive and easy to follow.
Out-of-the-box solutions for communication:
Messages are too abstract and do not explain the steps with which the audience can achieve the desired effect.
What can you do?
Break down the generalized requirement into clear concrete steps and make them attractive and easy to follow.
Out-of-the-box solutions for communication:
Instead of the "stick to hygiene" message, you can give instructions:
- Buy a soap with a smell you like to wash your hands not only because you have to, but also because it's nice.
- Stick stickers reminding you to wash your hands in all potentially dangerous places: at the entrance to the apartment, in front of the toilet, at the dressing table, in the kitchen near the plates.
- Put a reminder that you have to wash your hands on the screen saver of your smartphone. Then each time you take it in your hands, it will remind you that they should be washed.
- Paste the 20 seconds-long lyrics of your favorite song or a poem at your washbasin and repeat them every time you wash your hands.
Instead of "go to a doctor" message – recommend specific actions.
- Consider this:
- if you have a fever, cough, or breathing problems, or you suspect that you may have been in contact with a COVID-19 patient;
- if you have recently returned from a country where COVID-19 is spread, stay at home and call a medical service.
- Your doctor will determine if you have signs and symptoms of COVID-19 and whether you should be tested. If you have serious symptoms, consult a doctor or emergency immediately.
Instead of the "leave the house only in case of emergency message", you can offer a specific scenario:
- Plan a weekly meal for you and your family.
- Phone or have video chats with your friends and family instead of meeting them in person.
- Once every few days, go for short walks in your yard or park at a time when it's the least crowded.
- Keep a safe distance of about 10 meters from the others.
People see your message, but forget to do what you ask
Issue 10
Why does this happen?
Your message may be detached from the context in which people perform a particular action. So, even if they generally agree to do something useful, at the moment when it will be necessary to do the right thing, they may simply lack a reminder.
What can you do?
Reduce the time delay between people receiving messages and their ability to act. Remind the audience about hygiene wherever they have the opportunity to wash their hands at once and immediately after people could stain them.
Out-of-the-box solutions for communication:
Your message may be detached from the context in which people perform a particular action. So, even if they generally agree to do something useful, at the moment when it will be necessary to do the right thing, they may simply lack a reminder.
What can you do?
Reduce the time delay between people receiving messages and their ability to act. Remind the audience about hygiene wherever they have the opportunity to wash their hands at once and immediately after people could stain them.
Out-of-the-box solutions for communication:
Checklist for effective messaging to induce change in behavioural patterns
1. Convey only one clear thought with the main message.
2. Your message should use simple language and clearly explain the actions that have to be done.
3. Instead of motivating people to stay at home with general phrases, address the personalized and specific reasons why they are not doing it now.
4. Personalize the communication as much as possible, mentioning a specific group of people to which the target audience belongs, or even addressing specific people by name.
5. Indicate who exactly is addressing the target audience and give a brief explanation of why you should be trusted.
6. Visualize the consequences of people's actions as much as possible and bring them closer in time.
7. Replace the prohibition of an old behaviour pattern with examples of a new behaviour pattern in such a way that people feel confident in their actions and can control the situation.
8. Demonstrate that the vast majority of people are already doing the right thing, and this is valued in society.
9. Divide the generalized requirement into clear specific steps and make them attractive for the target audience.
10. Reduce the delay between receiving a message by people and the time they can act. Remind your audence of the proper behavioural pattern while they still have the opportunity to perform it.
2. Your message should use simple language and clearly explain the actions that have to be done.
3. Instead of motivating people to stay at home with general phrases, address the personalized and specific reasons why they are not doing it now.
4. Personalize the communication as much as possible, mentioning a specific group of people to which the target audience belongs, or even addressing specific people by name.
5. Indicate who exactly is addressing the target audience and give a brief explanation of why you should be trusted.
6. Visualize the consequences of people's actions as much as possible and bring them closer in time.
7. Replace the prohibition of an old behaviour pattern with examples of a new behaviour pattern in such a way that people feel confident in their actions and can control the situation.
8. Demonstrate that the vast majority of people are already doing the right thing, and this is valued in society.
9. Divide the generalized requirement into clear specific steps and make them attractive for the target audience.
10. Reduce the delay between receiving a message by people and the time they can act. Remind your audence of the proper behavioural pattern while they still have the opportunity to perform it.
Usefull resourses
- The Behavioral Side of COVID-19
- Nudges for Change, Health behaviour
- 16 Ways To Promote Handwashing With Behavioral Science, Forbes
- Using social and behavioural science to support COVID-19 pandemic response
- How to stop touching our faces in the wake of the Coronavirus, The Behavioural Insights Team
- Covid-19 Nudges, Krukow Behavioral Design
- How to Talk About COVID-19, UPLIFT People Powered Change
- Using behavioural science to help fight the coronavirus, ESRI
- Recommendations for Letters, Behavioral Evidence Hub
- Combating Corona with Behavioral Insides, Collection of Case Studies
The Practice Guide was developed by
M.Sc., Ph.D.
Communication expert for social and behaviour change
Communication expert for social and behaviour change
Media manager and behaviour sciences researcher and co-founder of the Creative Lab and Platfor.ma online magazine
