Why COVID-19 Messaging Should Focus on Policy Successes, Not Fear
This article originally appeared on the Global News website, where TDL has a monthly column analyzing current events through the lens of behavioral science. You can find the original here.
Most messaging throughout the pandemic has focused on fear. For almost a year, politicians and senior civil servants the world over have stood next to scary-looking projections and told us how bad things will get if we don’t act.
“We are in a crisis. That is how I can describe it. It is scary and we need to work together,” Ontario Premier Doug Ford said earlier in January after seeing the latest modelling for Ontario.
A senior public health official followed up: “We don’t want people dying, we don’t want ICUs overwhelmed, we don’t want morgues overrun.”
These words are recent and clear, but neither Ontario nor Canada is unique in its use of fear-infused messaging over the course of the COVID crisis.
Early in the pandemic (and occasionally since then), that was probably necessary. People needed to realize that we were well outside the realm of “normal,” and that they were being asked for something quite extraordinary.
Fear makes us vigilant; it makes us sit up and pay attention. The research supports that view pretty strongly. Fear is a good short-term strategy.
But fear isn’t sustainable.
These words are recent and clear, but neither Ontario nor Canada is unique in its use of fear-infused messaging over the course of the COVID crisis.
Early in the pandemic (and occasionally since then), that was probably necessary. People needed to realize that we were well outside the realm of “normal,” and that they were being asked for something quite extraordinary.
Fear makes us vigilant; it makes us sit up and pay attention. The research supports that view pretty strongly. Fear is a good short-term strategy.
But fear isn’t sustainable.
About the Author
Dr. Brooke Struck
Dr. Brooke Struck is the Research Director at The Decision Lab. He is an internationally recognized voice in applied behavioural science, representing TDL’s work in outlets such as Forbes, Vox, Huffington Post and Bloomberg, as well as Canadian venues such as the Globe & Mail, CBC and Global Media. Dr. Struck hosts TDL’s podcast “The Decision Corner” and speaks regularly to practicing professionals in industries from finance to health & wellbeing to tech & AI.
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