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Testing persuasive messaging to encourage COVID-19 risk reduction.

Scott E Bokemper1,2, Gregory A Huber1,2,3, Erin K James4,5

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Public health messages framing social distancing as protecting others and avoiding recklessness are most effective. These findings aid in developing future pandemic communication strategies for social distancing.

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Area of Science:

  • Public Health
  • Behavioral Science
  • Health Communication

Background:

  • Understanding effective public health messaging is crucial for pandemic response.
  • Social distancing is a key intervention to slow disease transmission, such as COVID-19.
  • Previous research has explored various communication strategies, but effectiveness varies.

Purpose of the Study:

  • To identify which types of public health messages are most effective at changing beliefs and intentions regarding social distancing.
  • To provide an evidence base for designing future public health campaigns during pandemics.

Main Methods:

  • Two randomized experiments were conducted in summer 2020.
  • Participants were assigned to read different public health messages.
  • Beliefs and behavioral intentions related to social distancing were measured.

Main Results:

  • Messages reframing social distancing as avoiding recklessness (rather than bravery) were effective.
  • Messages emphasizing collective action for mutual protection significantly increased social distancing intentions.
  • Both a convenience sample and a nationally representative sample showed similar results.

Conclusions:

  • Public health campaigns can effectively promote social distancing by highlighting social responsibility and the negative consequences of inaction.
  • Reframing messages can shift individual perceptions and increase adherence to public health guidelines.
  • Findings are applicable to future pandemic preparedness and response efforts.