People wait in a line to enter the Lokmanya Tilak Terminus railway station in Mumbai, April 12, 2021. Photo: Reuters/Niharika Kulkarni
Most campaigns on COVID-19-appropriate behaviour carry three pictures: a face with a mask covering the nose and mouth; a person washing hands; and people maintaining social distance from others with an arrow marked as 6 feet. As the second wave of COVID-19 ravages many parts of the country, the nature and focus of prevention campaigns needs to change in order to have more impact.
Of course, vaccination campaigns have gained traction. Many people post their vaccination photographs on social media prompting others to take the jab when their turn comes. However, it will take a long time for every Indian to get vaccinated and people need to strictly adhere to COVID-19 protocol to contain the virus.
At this critical stage of the pandemic, public campaigns on COVID-19 prevention in India must highlight the following:
Compliant behaviour
Visuals of people flouting COVID-19 norms at large gatherings do not inspire people to wear masks and maintain social distance. Instead, highlighting how ordinary men and women are following COVID-19 guidelines under difficult circumstances carries significant potential for impact.
Psychologist Robert Cialdini, in his seminal book Influence: The Psychology of Persuasion (1984), listed six principles of persuasion: reciprocity, commitment/consistency, social proof, authority, liking and scarcity.
The third principle, of social proof, is relevant in this context. It refers to the innate human nature to copy what others are doing, especially in uncertain situations. We have often observed people engage in herd behaviour in confusing situations. We feel secure in making choices that others have made before us. Whether we are deciding which restaurant to order food from or which career to choose, other people’s actions and preferences often influence the outcomes we determine for ourselves.
Similarly, healthcare campaigns on COVID-19 prevention should highlight compliance and instances of successful persuasion to have more impact.
Situation on ground zero
Many of us can easily recall the powerful visuals shown in cancer prevention campaigns in cinema halls across the country just before the movies started. Unless similar compelling images associated with COVID-19 are included in prevention campaigns, it is unlikely to catch people’s attention at this stage of the pandemic.
COVID-19 wards and ICUs constitute ‘ground zero’ in the fight against the virus. While respecting patient privacy is critical, it is also important to include scenes from COVID-19 wards and ICUs in prevention campaigns.
A photograph of a PPE-clad healthcare worker conducting a RT-PCR test on a person no longer seems to catch the attention of people. COVID-19 fatigue has set in and many may not care about getting tested repeatedly. In fact, the opposite may be true. People may mock someone who is wearing a mask or avoiding social gatherings to avoid COVID-19 exposure.
“I am no longer afraid of COVID” is a popular comment one gets to hear today. Showing scenes from COVID-19 ICUs in prevention and awareness campaigns may help emphasise the seriousness of the situation so people stop using the mask as a chin guard.
Messages from nurses, mortuary workers
Most COVID-19 prevention campaigns have focused on doctors’ advice and testimonials so far. At this juncture in the pandemic, public campaigns need to also highlight messages from nurses who spend long hours inside COVID-19 treatment centres.
Nurses are often the only people who are in sustained direct contact with a patient who is struggling to breathe, needs a diaper change or whose vitals need to be continuously monitored. Nurses bear witness to how the human body deteriorates in severe cases of COVID-19 even as the patient is kept in isolation, away from family and loved ones. Getting nurses to share their experiences in public campaigns on COVID-19 prevention is likely to highlight the severity of the disease and associated complications.
Messages from mortuary workers are also likely to catch the attention of common people who are bored of following COVID-19 guidelines. Designated mortuaries present extenuating conditions for workers. Media houses are already reporting on bodies piling up in morgues in some parts of the country.
The novel coronavirus is constantly mutating and wreaking havoc around the world. It is only natural that we adapt our prevention campaign strategies to keep up with the virus.
Smeeta Mishra has a PhD from the University of Texas at Austin and teaches communication at the Xavier Institute of Management, Bhubaneswar. She studies digital cultures, including online health communication.