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Today’s #COVID19 vaccinations are a bright ray of hope after months of struggle and sacrifice. Even after the arrival of vaccines, the U.S. needs a campaign centered on harm reduction and empowerment. w/ @Thomasctsai and @EssbieWGT for @CAP_Health 
https://www.americanprogress.org/issues/healthcare/news/2020/12/14/493777/communications-strategy-end-covid-19-pandemic/
https://www.americanprogress.org/issues/healthcare/news/2020/12/14/493777/communications-strategy-end-covid-19-pandemic/
We were dismayed that at Thanksgiving, public discourse centered on the question of whether holidays ought to be “cancelled” rather than emphasizing measures for safety and health. Framing these discussions at the extremes may encourage people to forgo precautions altogether.
With #COVID19 cases soaring and deaths and hospitalizations at record highs, the U.S. needs a better communication strategy to influence behavior—one that involves harm reduction and a spirit of empathy. The primary goal should be to inform decisions, not fuel judgment.
Instilling more #COVID19 fear isn’t the answer. Fear can be debilitating, especially when people don’t have an outlet for action.
Instead, emphasize that small actions (masks, ventilation, hand-washing) do matter and put you in control of risk.
Instead, emphasize that small actions (masks, ventilation, hand-washing) do matter and put you in control of risk.
Public health messaging needs to link the population-level crisis with everyday life. Although the CDC does provide a wealth of recommendations, that info should be synthesized into guides anyone can use to assess the range of risk for common scenarios. https://twitter.com/EpiEllie/status/1330268842241691655?s=20
To be most effective, an outreach campaign needs repetition, getting in front of people multiple times. To date, the federal government has sent only one (!) piece of direct mail (8 months ago!) related to COVID-19 recommendations; this is simply not enough.
As @Thomasctsai points out, misinformation loves a void. HHS needs to make public health information ubiquitous and provide funding for complementary campaigns from state and local govt. Some outreach should be tailored to different populations, including communities of color.
Lastly, the government needs to reinforce public health guidance with policies that make it easier for Americans to adhere to recommendations. That includes extending paid leave, distributing masks, making testing free, and funding restaurants. https://www.americanprogress.org/issues/economy/news/2020/12/01/493309/past-time-congress-extend-financial-relief-new-covid-19-cases-spike/
. @Thomasctsai @essbiewgt and I worked together at @HHS on the #GetCovered efforts.
It's not easy to convince individuals to change behavior, but we have faith that HHS, state and local govt, and the public health community can do it. Clarity, repetition and consistency are key.
It's not easy to convince individuals to change behavior, but we have faith that HHS, state and local govt, and the public health community can do it. Clarity, repetition and consistency are key.
