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Dear Doctors, Scientists, Public Health communicators. And Tweeters. All Civilians. All Messengers.
Dear all Foot Soldiers in the war against Covid 19:
Evidence that communication efforts are failing is starting to grow particularly in Ontario and Quebec.
This means we need a
Dear all Foot Soldiers in the war against Covid 19:
Evidence that communication efforts are failing is starting to grow particularly in Ontario and Quebec.
This means we need a
This is a comms Red Alert.
We can't do much about the politicians. But what are they getting wrong?
The answer to that question should help us guide what changes communicators need to make.
We can't do much about the politicians. But what are they getting wrong?The answer to that question should help us guide what changes communicators need to make.
I won't pretend to know the answer. But something in the message and approach needs to change quickly.
We're looking at a situation that will be out of control soon given trends with cases?
And disturbing pictures from reopening last night in Ontario, and even in Stage 2 TO.
We're looking at a situation that will be out of control soon given trends with cases?
And disturbing pictures from reopening last night in Ontario, and even in Stage 2 TO.
My feeling is that the public has received way too many signals telling them virus spread was low or minimal. For weeks.
If we look at polling, most Canadians grasp how severe a threat Covid19 is. They're more than willing to comply with emergency orders and guidance.
Most are
If we look at polling, most Canadians grasp how severe a threat Covid19 is. They're more than willing to comply with emergency orders and guidance.
Most are
So, that means most Canadians, especially Ontarians, who are exposing themselves to virus spread, and spreading the virus, are not being reckless in their minds.
And it's not political.
They're doing it *because they feel it's safe to do so*. They don't know that it's not safe.
And it's not political.
They're doing it *because they feel it's safe to do so*. They don't know that it's not safe.
Can we all at least agree on that?
Because the polls are clear. An overwhelming number of Canadians grasp the nature of the threat, and are readily willing to accept guidance and controls.
Something has gone wrong in the message they've received to make them think we're OK
Because the polls are clear. An overwhelming number of Canadians grasp the nature of the threat, and are readily willing to accept guidance and controls.
Something has gone wrong in the message they've received to make them think we're OK
Easy to understand why we're overconfident
For weeks we're fed lower #s and downward curves AFTER reopening w/ barely any context explaining the lag between infection and testing. We were looking at lock-down data. We didn't tell the public that.
It was presented with 
.
For weeks we're fed lower #s and downward curves AFTER reopening w/ barely any context explaining the lag between infection and testing. We were looking at lock-down data. We didn't tell the public that. It was presented with .
Politicians injected huge boosts of overconfidence in their daily messages:
1."Isn't this great! We did it! We can look forward A, B and C".
Messages of CAUTION relegated to the secondary message.
2. "BUT we have to be careful etc etc".
Ironically 2 REINFORCES 1.
1."Isn't this great! We did it! We can look forward A, B and C".
Messages of CAUTION relegated to the secondary message.
2. "BUT we have to be careful etc etc".
Ironically 2 REINFORCES 1.
And then a third message:
3. "WE NEED TO LIVE WITH THE VIRUS"
Implicit in that message is "we CAN live with the virus".
No wonder we're overconfident.
This has been the dominant message structure for a long time now. Huge injections of overconfidence.
3. "WE NEED TO LIVE WITH THE VIRUS"
Implicit in that message is "we CAN live with the virus".
No wonder we're overconfident.
This has been the dominant message structure for a long time now. Huge injections of overconfidence.
Made worse by messages that suggest masks are a silver bullet when they're not. Masks offer ranges of protection. It depends on several variables like material and the environment.
Nothing with pandemic is 100%. We still don't know a lot.
*Protection is a blending of options.*
Nothing with pandemic is 100%. We still don't know a lot.
*Protection is a blending of options.*
As Dr Saxinger noted.
We must insist on nuance. We need accuracy with public messages.
Falling short of nuance risks losing public confidence when exceptions to the message are observed. And conversely inject us with overconfidence. Absolute messages are a double edged sword
We must insist on nuance. We need accuracy with public messages.
Falling short of nuance risks losing public confidence when exceptions to the message are observed. And conversely inject us with overconfidence. Absolute messages are a double edged sword
So, those are some issues that may be contributing to overconfidence.
Not to mention the powerful validating message of loosened controls.
Controls like crowd size etc that the public was fully willing to continue observing! They were not demanding it. They believed in controls
Not to mention the powerful validating message of loosened controls.
Controls like crowd size etc that the public was fully willing to continue observing! They were not demanding it. They believed in controls
So it will be hard to snap us back to ground. Especially with politicians thrown into the mix.
Right now public overconfidence is in orbit! I'm not sure what the answer is at this moment.
*But I am 100% certain we need a reset in our messages and assumptions.*
Right now public overconfidence is in orbit! I'm not sure what the answer is at this moment.
*But I am 100% certain we need a reset in our messages and assumptions.*
Public overconfidence needs to be pulled down.
And I'd suggest a comms reset with ALL (expert spokes, PH, citizens/health communicators, academia) that starts with rethinking a core message, a message I've used, a message ALL use uncritically....
And I'd suggest a comms reset with ALL (expert spokes, PH, citizens/health communicators, academia) that starts with rethinking a core message, a message I've used, a message ALL use uncritically....
"We need to live with the virus".
We can't. I strongly suggest that message is dropped for something less misleading and validating for overconfidence.
I'd love to hear if anyone has thoughts or counter points. I think we need a conversation on where we're going.
(Fin)
We can't. I strongly suggest that message is dropped for something less misleading and validating for overconfidence.
I'd love to hear if anyone has thoughts or counter points. I think we need a conversation on where we're going.
(Fin)
