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You may not remember or didn't see this clip.
After Doctor Henry's moment of emotion during a briefing near the beginning of the crisis, a reporter asked her (very respectfully) if she could explain what she was feeling.
A pivotal pandemic moment that woke up Canadians.
After Doctor Henry's moment of emotion during a briefing near the beginning of the crisis, a reporter asked her (very respectfully) if she could explain what she was feeling.
A pivotal pandemic moment that woke up Canadians.
It was key.
If you recall, Canadians were skeptical.
They defied advice and travelled on March Break. Premier Ford was clearly not grasping the situation, and even encouraged travel.
I was struggling to convince friends and family this is serious. We all have stories like that
If you recall, Canadians were skeptical.
They defied advice and travelled on March Break. Premier Ford was clearly not grasping the situation, and even encouraged travel.
I was struggling to convince friends and family this is serious. We all have stories like that
*This moment with Doctor Henry was a turning point that saved lives.*
It mattered far beyond British Columbia. Beamed across Canada, and even around the world.
A simple moment of humanity. She allowed us to get to know her insides.
*But its effect was an air raid siren.*
It mattered far beyond British Columbia. Beamed across Canada, and even around the world.
A simple moment of humanity. She allowed us to get to know her insides.
*But its effect was an air raid siren.*
Why?
Because we knew instantly it was sincere. She was so real we knew her in that moment.
That meant what experts and doctors were trying to tell us for weeks but with mixed success, was real.
We heard the siren.
We ducked for cover.
Because we knew instantly it was sincere. She was so real we knew her in that moment.
That meant what experts and doctors were trying to tell us for weeks but with mixed success, was real.
We heard the siren.
We ducked for cover.
That tells you how sensitive and severely treacherous a public health crisis is.
Most of it is about overcoming mental blocks that prejudice us against taking advice, or encourage us to react in harmful ways to hurt people like racism and stigmitizing which helps a virus travel.
Most of it is about overcoming mental blocks that prejudice us against taking advice, or encourage us to react in harmful ways to hurt people like racism and stigmitizing which helps a virus travel.
This moment with Doctor Henry was a factor behind mobilizing a critical mass of Canadians to duck, and help flatten the curve.
It wasn't the only factor. But it was a big one in a chain of factors.
Personal testimonials from health workers, victims and their loved ones.
It wasn't the only factor. But it was a big one in a chain of factors.
Personal testimonials from health workers, victims and their loved ones.
Personal testimonials is our strongest, greatest weapon because it's true.
We know it's truth because we can feel truth.
Seemingly short moments like Doctor Henry's or victims recording themselves to use their last breaths to warn us, is the siren we hear best that saves lives.
We know it's truth because we can feel truth.
Seemingly short moments like Doctor Henry's or victims recording themselves to use their last breaths to warn us, is the siren we hear best that saves lives.
Note, Doctor Henry probably wouldn't be comfortable framing pandemic response this way.
"That's not a strategy."
It's not. Her moment was unplanned.
Most personal testimonials are. That's why they're effective and our best weapon. Raw natural reactions is how we detect truth
"That's not a strategy."
It's not. Her moment was unplanned.
Most personal testimonials are. That's why they're effective and our best weapon. Raw natural reactions is how we detect truth
But we can't expect and plan for stressed, burned out, traumatized health workers, the sick, the dying and their loved ones to carry the burden of mobilizing the public.
And you shouldn't require it.
If it happens, it happens.
And you shouldn't require it.
If it happens, it happens.
So, you require a hard, actual communications strategy to mobilize the public. Leaving the rest up to chance and fate.
Knowing the public responds to people they trust from getting to know them - we have ample evidence - why not invite the public to know Public Health leaders?
Knowing the public responds to people they trust from getting to know them - we have ample evidence - why not invite the public to know Public Health leaders?
Doctor Low and Doctor Basrur were the primary Public Health voices, at least in Ontario but probably also nationally, the public knew.
We recognized their faces and voices. We even knew their personality and character.
*We trusted them above any other public officials.*
We recognized their faces and voices. We even knew their personality and character.
*We trusted them above any other public officials.*
Sadly we lost both of them years before pandemic.
But we had time to properly introduce other or new public health leaders to the public.
And there were many pre-pandemic opportunities for public health leaders to make prominent interventions into public discourse.
But we had time to properly introduce other or new public health leaders to the public.
And there were many pre-pandemic opportunities for public health leaders to make prominent interventions into public discourse.
Sometimes they did.
But it was too few and far between.
And there wasn't a serious effort to invite the public to get to know and recognize them from a personal perspective.
To know something about them as people.
But it was too few and far between.
And there wasn't a serious effort to invite the public to get to know and recognize them from a personal perspective.
To know something about them as people.
That's why when pandemic hit, the vast majority of Canadians had no idea who these people were.
They had no frame of reference. At all.
They had no frame of reference. At all.
We knew pandemic was coming.
Intensive planning and drills.
In fact Ontario's experts pretty much nailed it. Years out, they expected it any day or around now.
Yet we sent Canadians into pandemic blind.
Ie: Ontarians were presented with 8 faces they didn't know at a table.
Intensive planning and drills.
In fact Ontario's experts pretty much nailed it. Years out, they expected it any day or around now.
Yet we sent Canadians into pandemic blind.
Ie: Ontarians were presented with 8 faces they didn't know at a table.
That meant there was a longer lag with public acceptance/compliance.
Not knowing our public health leaders, at all levels, not even remotely, made it easier for Canadians to be skeptical.
Or to look away. And happily jump on a plane or cruise ship. Or ignore distancing advice.
Not knowing our public health leaders, at all levels, not even remotely, made it easier for Canadians to be skeptical.
Or to look away. And happily jump on a plane or cruise ship. Or ignore distancing advice.
Until Doctor Henry's moment.
Unscripted. Based on nothing but being herself, chance and time. Breaking our collective cynicism and disinterest.
That's probably when we started taking careful note of our public health leaders. And hearing them for the first time on a real level.
Unscripted. Based on nothing but being herself, chance and time. Breaking our collective cynicism and disinterest.
That's probably when we started taking careful note of our public health leaders. And hearing them for the first time on a real level.
Without it, the lag would be longer.
A good lesson:
Public health leaders must play a vigorously active public role between crises.
Do not assume or take the public's acceptance of your authority, their compliance, for granted. You need to build up credit with us first
A good lesson:
Public health leaders must play a vigorously active public role between crises. Do not assume or take the public's acceptance of your authority, their compliance, for granted. You need to build up credit with us first
You also need to constantly maintain public trust to keep their attention. During a long protracted crisis, their attention will come and go. You need a strategy to get them back when they drift.
Requires *transparency* and independence from politicians.
We know with a reasonable level of certainty a second wave will come for us in Canada.
The evolving calamity facing southern states in America tells us how rapid a new infection wave happens with COVID19.
At some point, the public will need another alarm to take cover.
The evolving calamity facing southern states in America tells us how rapid a new infection wave happens with COVID19.
At some point, the public will need another alarm to take cover.
That's why public health leaders need to be careful to maintain public trust so the next alarm is heard without a serious lag.
Most CMOH's and MoHs seem to have won the public's respect, even if their attention level is variable. The public is always bouncing in and out.
Most CMOH's and MoHs seem to have won the public's respect, even if their attention level is variable. The public is always bouncing in and out.
While respect is good, and half the battle, that doesn't mean the next call to take cover will be heard, or they'll want to hear it.
Compliance levels with mask directives might be a partial barometer for gauging the public's responsiveness for the next alarm. That will tell public health leaders:
1. Do they still hear us?
2. Are they still listening to us?
3. How willing are they to comply?
1. Do they still hear us?
2. Are they still listening to us?
3. How willing are they to comply?
In the meantime, CMOH's should keep building up as much credit with the public as they can.
Their focus must be on public responsiveness for the next wave.
Maintaining and building on the faith and authority they've gained so far. And building up with CMOH's that are weaker
Their focus must be on public responsiveness for the next wave.
Maintaining and building on the faith and authority they've gained so far. And building up with CMOH's that are weaker
They should try to follow Doctor Henry and Doctor's Tam's example as much as possible. Especially not sharing a stage with premiers/Mayors
Don't give the public any cues to distrust or disbelieve you. Sharing a stage at any time with a politician does that almost automatically.
Don't give the public any cues to distrust or disbelieve you. Sharing a stage at any time with a politician does that almost automatically.
And take opportunities with media - and different forms of media, even light hearted media - for personal profiles.
Keep doing them. Don't stop.
The public should have as many chances as possible to know a more personal side of a CMOH/MoH before the next wave.
Keep doing them. Don't stop.
The public should have as many chances as possible to know a more personal side of a CMOH/MoH before the next wave.
And they must be transparent about their recommendations to the political level.
If we're ever in doubt bc it's not 100% clear and we must rely on what a politician claims they recommended and support, it sends public trust on a slow-burn.
Which will impact compliance.
If we're ever in doubt bc it's not 100% clear and we must rely on what a politician claims they recommended and support, it sends public trust on a slow-burn.
Which will impact compliance.
