Behavioural Change Can Reduce Transmission

Context: There are many methods rooted in the behavioural science that we can employ to improve mask-wearing.

Need of behavioural approach: In Improving mask-wearing

• Medical approach is still far: Universal vaccination and herd immunity, both still many months, if not years, away.
• Resource-efficient and cost-effective: Behavioural data and strategic approaches offer a resource-efficient and cost-effective way of tackling the pandemic.
• Addressing the factors leading the surge: The biggest reason for the surge is that people are wearing masks inconsistently, incorrectly, or not at all.
  • Data from a global survey of COVID-19 knowledge, attitudes and practices (KAP) produced by Johns Hopkins Center for Communication Programs show that from July 2020 to March 2021, India saw a 5% drop in mask-wearing.

Behavioural approaches to fight Covid-19

• Leverage trusted information channels:
  • COVID-19 KAP survey shows that scientists and health experts are the most trusted sources of information on COVID-19, followed by World Health Organization, television, newspapers, radio, and local health workers.
  • Use these channels to share basic information like why, who, when and where to wear mask.
  • Counter people’s beliefs or misconceptions with credible facts, expert testimonials, infographics and statistics.
• Tailored communication: From reminders through generic messages like ‘wear your mask’ to messages that can convince people who refuses to wear mask unless she is in a risky situation.
• Communicate benefits of wearing a mask: Highlight stories that show how COVID-19 infections are low among communities where mask-wearing is high
  • Making masks a symbol of being cool, a sign of being considerate and respectful and a badge of being smart could all be ways of reaching out to different kinds of people.
• Create a positive social norm around mask wearing: People are more likely to practise a behaviour if they believe that everyone else is also doing it too.
  • Employ influencers, advertisements, messages and visuals that positively reinforce mask-wearing.
• Enforce correct and consistent mask-wearing: Responsibility of enforcing mask-wearing should move from Police into the collective society.
  • We need a language that shows us how to politely tell an unmarked or poorly masked community member to wear a mask.
• Exhibit compassionate leadership: From the head of a family to the head of a country, leaders have to lead with empathy and build and hold the trust of the people they lead.
  • These leaders should themselves consistently convey and enact positive behaviours like mask-wearing and vaccinations.
• Ensure a responsible media: That highlight uplifting and inspiring stories of prevention efforts, ideas and innovations to promote masking, distancing and vaccination.

Conclusion: If we want to finish this year being able to celebrate festivals, hug our loved ones and enjoy a real holiday, we need to invest in a comprehensive, behavioural approach to address COVID-19 behaviour.