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What hasn’t changed today is the fact that stopping the spread of coronavirus still rests on what epidemiologists call ‘non-pharmaceutical interventions’ – physical distancing, handwashing, mask wearing.
In other words, changes in behaviour.
Only from today, dubbed Freedom Day, the “rules” in place to change behaviour and tackle the virus — including social distancing and the legal requirement to wear face masks — are no longer required by law, they have now become matters of personal choice.
Very recent insight we have conducted means that we know how and why citizens downplay the risks of COVID-19 to justify their behaviour, opting to change their beliefs instead of their behaviour. We know people follow the social norm — whether that be flouting the rules or continuing to wear a mask, whatever other people are seen to be doing we are likely to adopt that behaviour ourselves.
Driven by robust behavioural insights and science, we know what to do about it.
People don’t make decisions in a vacuum: you need tools and techniques that influence compliance without mandating or restricting choice. For instance, drawing attention to recent polls that show most people intend to continue wearing a mask, will create a powerful ‘social norm’ at a time when people are revaluating the risk and making decisions.
Ice are a team of 65+ behavioural change experts commissioned by NHS and Public Health across the country specialising in Communications & Engagement, Insight & Co-design, Organisational development and providing Healthy Lifestyles services, and many of our contacts are already working to implement behavioural solutions before it’s too late.
So, if you would like access to our insight and recommendations and/or support creating and delivering proven-to-work behaviourally designed messages, please get in touch at email@example.com - we'd love to tell you more.