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‘Hard-hitting emotional messaging’ to instill Covid-19 fear in Britons

The Scientific Advisory Group for Emergencies (SAGE UK) has noted on its website that one option to instill fear in the population about the novel Coronavirus, would be "hard-hitting emotional messaging".

Published: May 16, 2020, 9:19 am

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    On March 23, 2020, the group discussed ways of persuading the population to adhere to strict safety measures. Several options for increasing adherence to social distancing were put forward, including instilling fear in Britons:

    “A substantial number of people still do not feel sufficiently personally threatened; it could be that they are reassured by the low death rate in their demographic group, although levels of concern may be rising. Having a good understanding of the risk has been found to be positively associated with adoption of COVID-19 social distancing measures in Hong Kong. The perceived level of personal threat needs to be increased among those who are complacent, using hard-hitting emotional messaging. To be effective this must also empower people by making clear the actions they can take to reduce the threat.”

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