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On policy design/directives, GoK also has to promote uptake. State enforcement mechanisms should be used as a last resort. Comms is crucial to get ppl to do adopt behaviour that could end up saving thousands of lives. Here's some ideas for GoK using the MINDSPACE framework.
Messenger; messenger is key, ppl will listen and react to ppl they trust. Needless to say trust & confidence in GoK institutions is generally low. Gov therefore needs to deploy trusted personnel, doctors, churches and even celebs to push their messaging.
Incentives. Ppl are motivated by incentives. The fear of loss drives behaviour more than the promise of gain. GoK comms need to be centred around what ppl stand to lose by not staying home, by not observing social distancing. Communicate fear of extended lockdowns etc.
Normalise; Ppl generally do as others do. Herd mentality heuristic. GoK needs to utilise this bias and go on overdrive to showcase folk who are observing social distancing, staying home, washing hands. Hashtag challenges on social media could be on way to this.
Default; Make the desired behaviour the default position. Instead of asking ppl to stay home in the messaging, frame it so that it is assumed most are staying home. Campaign messaging should be asking ppl 'where are you going?' 'why are you going?' 'Do you really have to go?'
Give ppl a designated day to out for essentials. Set up system where ppl with names starting with certain letters got on a particular day. eg A-E names go out on Mondays. Ppl generally go with the flow. Give them preset options.
