Evaluation of the impact of a targeted hygiene intervention on public hygiene understanding and behaviour

Health agencies worldwide have pledged to improve public resilience against epidemics, a future pandemic and antimicrobial resistance. This study sets out to quantify whether adopting a risk management approach (Targeted Hygiene) and communicating it through a storytelling video can improve hygiene comprehension and intention to adopt effective, resilient behaviours.

An online trial was implemented with 2,539 adults. The Intervention Group (IG) watched a custom-designed Targeted Hygiene video, whilst the Control Group (CG) were shown a health video. Both were questioned about hygiene comprehension and behavioural intentions.

Questioning showed the IG were significantly more knowledgeable about how hygiene prevents infection transmission. However, faced with specific risk scenarios (handling raw foods, or someone who is infected) both groups could identify "key hygiene habits," but neither was able to differentiate vital actions, from actions that would have little benefit in that scenario. In both groups, particularly the CG, there was misunderstanding about the difference between hygiene and cleanliness.

People understand the need for hygiene practices, and what these practices should be, but lack understanding of when and where to apply them. The findings suggest that animated visual materials, now increasingly accessible and affordable, have the potential to enhance hygiene comprehension and dispel public misperceptions about cleanliness and hygiene which may be acting as barriers to uptake of effective and resilient hygiene behaviour.