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1/17 So there is a lot of talk about. #ontariolockdown today. Indeed most of 
(outside of Atlantic Canada) find themselves under increasingly heavy economic restrictions in order to contain #COVID - right in the middle of Christmas season. #onpoli https://toronto.ctvnews.ca/ontario-will-enter-province-wide-lockdown-as-of-christmas-eve-sources-say-1.5239437
(outside of Atlantic Canada) find themselves under increasingly heavy economic restrictions in order to contain #COVID - right in the middle of Christmas season. #onpoli https://toronto.ctvnews.ca/ontario-will-enter-province-wide-lockdown-as-of-christmas-eve-sources-say-1.5239437
2/17 We see a growing between classes of people (like me) whose 
is largely sheltered from lockdowns and those in sectors like retail/hospitality whose livelihoods are crippled by them.
The debate is often heated https://torontosun.com/opinion/columnists/lilley-lockdown-decisions-makers-immune-to-financial-impact
is largely sheltered from lockdowns and those in sectors like retail/hospitality whose livelihoods are crippled by them. The debate is often heated https://torontosun.com/opinion/columnists/lilley-lockdown-decisions-makers-immune-to-financial-impact
3/17 One refrain I hear is âlockdowns donât workâ. Itâs not a serious argument
We learned in the spring that restricting congregate settings limits spread of the virus
But why arenât current lockdowns working like the spring? Thatâs the
we need to ask https://globalnews.ca/news/7530423/ontario-lockdown-covid-19/
We learned in the spring that restricting congregate settings limits spread of the virus
But why arenât current lockdowns working like the spring? Thatâs the
we need to ask https://globalnews.ca/news/7530423/ontario-lockdown-covid-19/
4/17 Iâll leave analysis of seasonal spread of COVID-19 to the epidemiologists. They warned us the 
would come in waves and they were right
However, I do know a thing or two about how governments communicate & the limits on a political leaderâs ability to change behaviours
would come in waves and they were rightHowever, I do know a thing or two about how governments communicate & the limits on a political leaderâs ability to change behaviours
5/17 The fact is economic restrictions are not the best tool for limiting spread of COVID-19. Widespread voluntary compliance with public health best practices is!
Lack of coordination in messages from all 3 levels of gov didnât help. But thatâs a symptom of a wider problem
Lack of coordination in messages from all 3 levels of gov didnât help. But thatâs a symptom of a wider problem
6/17 Iâve spent my career helping governments & businesses communicate with people in order to persuade them
Basically, there are 3 tools used to convince somebody to do what you want
Appeal to their SELF INTEREST
Appeal to their TRIBE
Or get them to aspire to a HIGHER VALUE
governments & businesses communicate with people in order to persuade themBasically, there are 3 tools used to convince somebody to do what you want
Appeal to their SELF INTEREST
Appeal to their TRIBE
Or get them to aspire to a HIGHER VALUE
7/17 Back in the spring governments in Ottawa, Queenâs Park, City Hall & elsewhere had all 3 tools available to them
But a combination of increasing knowledge among the public unfortunate decisions from public leaders & lack of empathy from all of us stripped the
bare
But a combination of increasing knowledge among the public unfortunate decisions from public leaders & lack of empathy from all of us stripped the
bare
8/17 How about appealing to our SELF INTEREST?
Back in the spring COVID-19 was terrifying & mysterious. We knew it spread fast and it was a killer. Â Our governments appealed to our self-interest: Stay home, to protect your health. And we listened. https://www.macleans.ca/society/coronavirus-in-canada-inside-the-lockdown-that-will-change-the-country-forever/
Back in the spring COVID-19 was terrifying & mysterious. We knew it spread fast and it was a killer. Â Our governments appealed to our self-interest: Stay home, to protect your health. And we listened. https://www.macleans.ca/society/coronavirus-in-canada-inside-the-lockdown-that-will-change-the-country-forever/
9/17 Then we began to learn more about the true risk curve of this disease: In short, young people are not dying from this virus the way we once feared. Â According to @GovCanHealth data since start of pandemic there have only been 54 TOTAL deaths from COVID-19 among those <40
10/17 COVID-19 remains a killer but itâs primarily killing the elderly
It says something disturbing about us that so many ignore terrible risk facing our seniors. But when people stop being scared for their personal health, previously effective appeals to self-interest fall flat
It says something disturbing about us that so many ignore terrible risk facing our seniors. But when people stop being scared for their personal health, previously effective appeals to self-interest fall flat
11/17 It also appears younger Canadians havenât âpriced inâ risk to their personal health from over-capacity 
ICUs or cancelled medical procedures
Emphasizing this would seemingly make more sense than repeating anecdotes about âhow COVID is really dangerous for young peopleâ
ICUs or cancelled medical proceduresEmphasizing this would seemingly make more sense than repeating anecdotes about âhow COVID is really dangerous for young peopleâ
12/17How about appeals to our TRIBE.
Our governments spent the spring telling us we are in this together.  But Iâm not sure we ever were.  We certainly are not now.  Instead, we see tribes of people within Canada rushing to judge each other â and not without cause.
Our governments spent the spring telling us we are in this together. Â But Iâm not sure we ever were. Â We certainly are not now. Â Instead, we see tribes of people within Canada rushing to judge each other â and not without cause.
13/17On one hand, too many critics, despite lacking any meaningful scientific background of their own, continue to ridicule or dismiss the experts who have spent a lifetime studying infectious diseases & are now begging for tougher public health measures
14/17 At same time too many pro-lockdown academics & commentators havenât missed a single paycheck. They often have protected public sector jobs & can work from home. If youâre comfortably getting paid while publicly demanding sacrifice from others, youâre part of problem too
15/17As for appealing to HIGHER VALUES, it requires leaders who walk the talk
Everygov has had episodes where they were caught saying one thing in public & then behaving differently in private. Implied message is corrosive: âif they donât take this seriously, why should I?â
Every
gov has had episodes where they were caught saying one thing in public & then behaving differently in private. Implied message is corrosive: âif they donât take this seriously, why should I?â
16/17 Sometimes hypocrisy is public. After warning rest of us that we risked public health by congregating in public, Justin Trudeau still scurried to join a throng of BLM protestors to burnish his social justice cred
But COVID-19 does not care about BLM https://nationalpost.com/news/trudeau-defends-decision-to-attend-protest-despite-advice-to-avoid-large-crowds-during-covid-19
But COVID-19 does not care about BLM https://nationalpost.com/news/trudeau-defends-decision-to-attend-protest-despite-advice-to-avoid-large-crowds-during-covid-19
Q16/17 Compared to the spring, each governmentâs persuasive toolbox is almost empty. People who once readily adhered to guidance are now ignoring it in their private affairs
One of the few tools remaining is the lockdown
on our public activities. Letâs hope itâs enough.
One of the few tools remaining is the lockdown
on our public activities. Letâs hope itâs enough.
