More advice on effective ways to talk about staying at home
Open communications with helpfulness and responsibility values.
For example:
“Many people we care about are affected by this crisis. People will lose their jobs, get sick, and need to care for others. The most helpful and responsible thing we can all do is to keep apart to break the chain of infection. People in government, in business and other institutions can put things in place to support us to stay apart safely, and can help those people most affected.”
This cartoon from the Listener is a good example of communicating the value of helpfulness in staying apart.
Frame our interconnections
For example:
“COVID-19 is showing us how intertwined our wellbeing is with others in our community. When someone we don't know stays at home, they break the chain of infection. This helps keep the people we care about well, keeps our hospital beds free, and helps the whole of New Zealand stamp COVID-19 out early”
Provide ‘social proof’ of people doing the right thing
When large scale change is needed, people may be reluctant to act until they see that other people they identify with are acting. Providing this kind of ‘social proof’ will encourage helpful action. It is especially effective if you use messengers who are trusted and are seen to share values with those you are targeting. For example, use a respected business person to show the actions they are taking in their business to support people to stay at home.
This article lists all the businesses in the UK stepping up to support employees, health workers, and essential workers. Providing social proof.
Highlight system changes in preference to individual behaviour
It is tempting to report on individuals not adhering to the rules. However, it is more useful and effective during COVID-19 to lift people’s gaze to the systems and structures that can support and enable staying at home. Avoid framing “troublesome individuals”, as tempting as it is, and instead focus on what people in our key institutions are doing to enable and encourage staying at home.
Name behaviours and don't villainise people
Given how deeply intertwined our fates are with each other during COVID-19, it is important that we don't write off sectors of our community as “bad people’, when we need their support. Instead of calling them irresponsible, name the problematic behaviour and ask them to change it. E.g.
“People running supermarkets can support people who have to care for children on their own by being clear they can shop with their small children instead of asking them to leave their children in cars.”
This is an example of framing and blaming individual behaviour, and while we’re deeply sympathetic to the person quoted here and emphasise the importance of hearing from the people most at risk in this pandemic, it would be even more productive to quote people talking about how the responsible actions of others can help save lives.
This other message from ethical toilet paper company Who Gives A Crap is a good example of focusing on helpful and responsible values and behaviours.
Use better metaphors
You may have seen we used “breaking the chain” in our introduction. This is a metaphor we have seen a few times this week to provide a better explanation for why we are being asked to stay at home. A good metaphor is easy for our “fast thinking” mental system to access and deepens our thinking about the science behind how staying at home works.
Seen it in practice here:
“Stuart-Black said she was under no illusions the restrictions were a dramatic and sudden shift in people's way of life but staying at home was the best way to break the chain.”
“Don't break the bubble" is another metaphor we have seen that helps people understand how to act when they are out, by staying two meters away from other people.
Further resources
There is more guidance on communicating about COVID-19 in our message guide.
You can get a copy of our guide, and emails with practical communications advice like this post by signing up using the form on this page.
Get in touch with Rachel@theworkshop.org.nz if you would like to talk to us about how we can help you with specific advice