Critical Findings on COVID-19 Select Publications from the National Academies of Sciences, Engineering, and Medicine (2021) / Chapter Skim
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change JULY ENCOURAGING ADOPTION OF PROTECTIVE 2020 BEHAVIORS TO MITIGATE THE SPREAD OF COVID-19 Strategies for Behavior Change Authors: Dominique Brossard* Wendy Wood*
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 1 EXECUTIVE SUMMARY This rapid expert consultation is intended to help decision makers identify strategies for increasing adherence to protective behaviors that can mitigate the spread of COVID-19. Ultimately, the focus is on increasing knowledge, reducing barriers, and emphasizing efforts that make healthier choices easier and rewarding, to complement communication interventions.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 2 9. Highlight the Growing Prevalence of Behavior Change within the Target Audience When It Occurs 10.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 3 INTRODUCTION This rapid expert consultation is intended to help decision makers identify strategies for increasing adherence to protective behaviors that can reduce the spread of COVID-19, including mask wearing, social distancing, and handwashing. Strategies are examined in two areas: habit promoting strategies and communication strategies to encourage adoption of behaviors.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 4 behaviors, as necessitated by the COVID-19 pandemic, will therefore require strategies designed to form new health habits. The science of risk communication makes clear that merely explaining the science behind the need for behavior change will not translate to actual change in attitudes and behaviors (NASEM, 2016)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 5 Of course, disparities in access to resources also affect the ability to adopt certain behaviors. In the context of the COVID-19 pandemic, for example, families in housing without clean running water cannot wash their hands frequently, and people in some communities are often forced to choose between meeting essential needs and taking actions to protect against the disease.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 6 In the context of the COVID-19 pandemic, efforts to make mask wearing instantly gratifying -- such as promotion of fashionable masks, or masks with sports team or university logos or other identity decorations that make them fun to wear -- could be beneficial. As another example, smart soap dispensers could reward every 100th user (or reward users at random)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 7 lines) that previously was more widely accepted.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 8 and Allen, 2000; Van Bavel et al., 2020)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 9 7. Link Prevention Behaviors to People's Identities People are most likely to persevere with behaviors that reflect their own personal identity or that are consistent with their values, and are more likely to act in line with group norms when membership in that group is important to their identity.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 10 present available evidence that support is increasing (e.g., "Thirty percent of people wore masks all the time in April, but 60 percent of people did so in July.")
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 11 Combined media and product distribution campaigns tend to be more targeted to a specific population relative to other mass media campaigns. Populations may be targeted based on their age (Alstead et al., 1999; Kennedy et al., 2000)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 12 Subsequent public health efforts have similarly targeted and framed messages to harness adolescents' drive for autonomy and growing social consciousness to promote the adoption of positive health behaviors. One study, for example, emphasized messages of resistance and social justice to encourage healthy eating habits among teenagers (Bryan et al., 2016)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 13 REFERENCES Alstead, M., Campsmith, M., Halley, C.S., and Hartfield, K
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 14 University of Queensland. De Cocker, K.A., De Bourdeaudhuij, I.M., Brown, W.J., and Cardon, G.M.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 15 alcohol-based hand sanitizer dispenser locations at the hospital entrance: Effect on visitor use rates. American Journal of Infection Control, 44(3)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 16 NHTSA (National Highway Traffic Safety Administration)
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 17 Tinkelman, D., Wilson, S.M., Willett, J., and Sweeney, C.T.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 18 ACKNOWLEDGMENTS Special thanks go to our colleagues on the SEAN executive committee, who dedicated time and thought to this project: Mary T Bassett, Harvard University; Janet Currie, Princeton University; Michael Hout, New York University; Arati Prabhakar, Actuate; Adrian Raftery, University of Washington; and Jennifer Richeson, Yale University.
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Encouraging Adoption of Protective Behaviors to Mitigate the Spread of COVID-19: Strategies for Behavior Change STRATEGIES FOR BEHAVIOR CHANGE 19 SOCIETAL EXPERTS ACTION NETWORK (SEAN)
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