Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19 Strategies for Behavior Change (2020) / Chapter Skim
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Executive Summary
Executive Summary
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Provide Specific Descriptions of Desired Behaviors This rapid expert consultation also explores 10 risk communication strategies, again with supporting examples: 1. Use Clear, Consistent, and Transparent Messaging 2.
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Avoid Repeating Misinformation, Even to Debunk It Box 1 lists for decision makers some key examples of these behavior change and communication strategies that can help increase the adoption of mask wearing, physical distancing, and handwashing. Lastly, this rapid expert consultation reviews public health campaigns of the past that can further inform decision makers as to what works to promote behavior change.
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Increasing the uptake and persistent use of such health-promoting 1 The full statement of task for this rapid expert consultation is as follows: "The National Academies of Sciences, Engineering, and Medicine will produce a rapid expert consultation, requested by state and local decision makers, to identify what is known about strategies to increase compliance with protective behaviors (e.g., mask wearing and social distancing) to mitigate the spread of COVID-19.
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The following sections review strategies for promoting behavior change that can lead to the necessary new habits, as well as strategies for communication that can help encourage the uptake of those behaviors. STRATEGIES TO MAKE ADOPTION OF PROTECTIVE BEHAVIORS MORE LIKELY People will engage in healthy behaviors if they have the necessary knowledge and skills, if they believe they are at risk and feel confident in their ability to take action, if they have favorable attitudes and beliefs, if they believe that others also engage in those healthy behaviors and expect them to do the same, if social structures and policies are supportive, and if what they need to do is accessible to them.
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Likewise, establishing free or low-cost mask distribution sites convenient for populations most in need can make mask wearing easier.
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For example, it is more effective to use such messages as "maintain at least 6 feet of separation from others" instead of "socially distance," or "masks required indoors" instead of "mask required if it is too crowded." COMMUNICATION STRATEGIES TO ENCOURAGE ADOPTION OF PROTECTIVE BEHAVIORS The strategies described below speak to how heath communication can be made more persuasive in promoting behavior change. It is important to consider that ineffective communication efforts are not simply those unable to change beliefs or behaviors.
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2. Avoid Undue Attention to the Frequency of Socially Undesirable Behaviors Individuals often change their behaviors and beliefs to better match perceived social norms.
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Specific to mask wearing, one study found that appeals to one's community were effective at promoting adoption of the behavior, more so than appeals to engage in the behavior for one's country or for one's own benefit (Capraro and Barcelo, 2020)
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8. Highlight Social Disapproval of a Target Audience Member's Failure to Comply When It Occurs Highlighting social disapproval of an undesirable behavior from a target audience member has been found effective in curtailing such behaviors as littering and fare dodging on public transportation (Cialdini, Kallgren, and Reno, 1991)
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• People may have the desire, motivation, and knowledge to act, but if they do not have the means, they will not do so. Product Promotion and Distribution Programs A review by the Community Preventive Services Task Force found that combining health communication campaigns with interventions to supply individuals with health-promoting products (such as condoms, nicotine replacement therapy, or children's carseats)
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found that condom distribution programs had a significant effect on condom use, condom acquisition, delayed sexual initiation among youth, and reduced incidence of sexually transmitted infections. Moreover, programs that combined efforts to increase the availability of condoms with social marketing campaigns to increase the acceptability of their use had a significant effect, although the effect of such combined programs that focused on the accessibility of condoms was greater (Charania et al., 2011)
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Adolescents who received the exposé treatment viewed healthy eating as aligned with the values of autonomy and social justice, and chose fewer junk food options relative to those who received traditional health education materials or no intervention at all. Regulation and Enforcement to Complement Communication Initiatives The nationwide Click It or Ticket program was a combined education and enforcement initiative to increase seatbelt usage, in which paid advertising regarding the likelihood of getting a ticket for not wearing a seatbelt was combined with a seatbelt enforcement initiative.
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, Advances in Experimental Social Psychology (Vol.
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. The theory of "truth": How counterindustry media campaigns affect smoking behavior among teens.
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. Rapid Expert Consultation on the Possibility of Bioaerosol Spread of SARS CoV-2 for the COVID-19 Pandemic (April 1, 2020)
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. Mass media health communication campaigns combined with health-related product distribution: A community guide systematic review.
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. Use of mass media campaigns to change behavior.
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We also thank the following individuals for their review of this rapid expert consultation: Katherine Baicker, Harris School of Public Policy, University of Chicago; Baruch Fischhoff, Department of Engineering and Public Policy, Institute for Politics and Strategy, Carnegie Mellon University; Susan T Fiske, Psychology and Public Affairs, Princeton University; Susan Krenn, Center for Communication Programs, Johns Hopkins University; Rajiv N
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BACKES, Senior Program Officer DARA SHEFSKA, Associate Program Officer PAMELLA ATAYI, Program Coordinator SEAN is interested in your feedback. Was this rapid expert consultation useful?
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