Opinion | Brenda K. Foster: We need to look at why the dire messaging around the coronavirus hasn't convinced everyone to wear masks and what could be more effective. - NBCNewsTHINK
Now researchers are looking at how this phenomenon applies to COVID-19. They’ve found that the common factor among those who were reluctant to engage in prevention behaviors was associating coronavirus with death. Surprisingly, young adults were more likely than older people to make this association. Just as concerning is thatthat have seen the most dire outcomes from this pandemic may be some of the least likely to follow prevention advice, particularly Black Americans.
The flawed strategy that helped get us here started with a common mistake in health messaging — failing to understand the needs of the audience. The flawed strategy that helped get us here started with a common mistake in health messaging: failing to understand the needs of the audience. Audience research is always a key component of strategic communications, but in the case of a crisis like a pandemic, urgency often dictates that the message be relayed quickly without the benefit of investigation.
Instead, when a serious threat emerges, health leaders already have tremendous evidence in front of them that proves death is a potential outcome. Like many of us would, they relay the information in a fear-based frame. Imagine if you saw a child walking too close to a campfire.
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