High levels of compliance with public health guidelines are key to mitigating the impact of COVID-19. In this brief, part of a series by #MBRG, @LukasHenselEcon and I discuss how social norms-based messaging strategies can help @Oxford_CSAE https://bit.ly/2ZGDWAR ">https://bit.ly/2ZGDWAR&q... 1/4

We have four key takeaways: i) targeted messages which appeal to, or correct misperceptions of social norms can accompany cash transfers to increase compliance with government advice. 2/4

ii). Messages should include both positive descriptive norms (information on desirable typical behaviour) and prescriptive injunctive norms (social approval for such behaviour). Combining both of these norms can maximise the message& #39;s effectiveness. 3/4

iii) Messages should describe reference groups with which the recipient identifies and be context specific. iv) Finally, messages should be targeted at groups that are particularly likely to change their behaviour. 4/4