Harnessing behavioural science in public health campaigns to maintain ‘social distancing’ in response to the COVID-19 pandemic: key principles

Type Journal Article Author Chris Bonell Author Susan Michie Author Stephen Reicher Author Robert West Author Laura Bear Author Lucy Yardley Author Val Curtis Author Richard Amlôt Author G. James Rubin URL https://jech.bmj.com/content/74/8/617 Rights © Author(s) (or their employer(s)) 2020. No commercial re-use. See rights and permissions. Published by BMJ.. This article is made freely available for use in accordance with BMJ's website terms and conditions for the duration of the COVID-19 pandemic or until otherwise determined by BMJ. You may use, download and print the article for any lawful, non-commercial purpose (including text and data mining) provided that all copyright notices and trade marks are retained.https://bmj.com/coronavirus/usage Volume 74 Issue 8 Pages 617-619 Publication Journal of Epidemiology and Community Health ISSN 0143-005X, 1470-2738 Date 05/2020 Extra Publisher: BMJ Publishing Group Ltd Section: Commentary PMID: 32385125 Journal Abbr J Epidemiol Community Health DOI 10.1136/jech-2020-214290 Accessed 2020-06-30 21:26:54 Library Catalog jech.bmj.com Language en Abstract Coronovirus Disease 2019 (COVID-19), like Middle East respiratory syndrome (MERS) and severe acute respiratory syndrome (SARS), is an infection arising from a coronavirus. The COVID-19 pandemic is unprecedented in recent times in terms of the global spread of infection and the resultant morbidity, mortality and burden on health systems.1 2 In the absence of a vaccine, reducing transmission of the COVID-19 virus requires rapid and extensive behaviour change to enact protective behaviours3 and ‘social distancing’ across whole populations. Although ‘social distancing’ is the current most used term, it actually refers to maintaining physical separation by reducing the number of times people come into close contact with each other across whole populations.4 Social distancing applies regardless of infection status and is thus distinctive from quarantine or the isolation of those with suspected or diagnosed infection, which is also an important element of infection control.5 6 Governments across the world are implementing a diverse range of interventions to promote adherence to social distancing measures, which include elements of education, persuasion, incentivisation, coercion, environmental restructuring, restriction and enablement.7 8 Interventions have been developed rapidly and could not be informed directly by evidence, given the novelty of the virus and rapid spread of the pandemic.9 Despite this lack of direct evidence, a body of behavioural science exists which can usefully inform the current interventions and promote adherence to these restrictive measures. This body of science has been developed through the study of other infections (including other coronaviruses such as MERS and SARS), other areas of health and other areas of behaviour. This body of science suggests a number of principles which could ensure that interventions are more likely to achieve their intended outcomes and less likely to generate unintended harmful consequences. As a group of behavioural and social … Short Title Harnessing behavioural science in public health campaigns to maintain ‘social distancing’ in response to the COVID-19 pandemic