Hill+Knowlton Strategies Research Reveals Appealing to Our Best Nature is the Most Effective Way to Communicate Through Covid-19

Hill+Knowlton Strategies Research Reveals Appealing to Our Best Nature is the Most Effective Way to Communicate Through Covid-19

PR Newswire

LONDON, March 19, 2020

LONDON, March 19, 2020 /PRNewswire/ -- Appealing to people's good nature and sense of community are the most effective ways to communicate crucial public health messages, including preventing stockpiling food and other essentials in response to Covid-19.

Research undertaken by Hill+Knowlton Strategies (H+K), an international communications agency, aimed to identify the most effective ways to land the Government's important public health messages during the current health crisis.

Interested in seeing how these messages were being received and the impact they had on behaviour, H+K's behavioural science unit tested a series of messages with a nationally representative sample of 1,000 members of the UK general public.

Dan Berry, Head of H+K's behavioural science unit, commented: "H+K has extensive experience in designing effective research driven communication campaigns that both grab attention and change behaviour. We wanted to use our knowledge to help."

Respondents were asked whether they had already stockpiled and if they intended to this week. The research revealed that two thirds (68%) of Brits say they are not stockpiling.

Showing people that others were not stockpiling was found to be reassuring, and meant they were 20% less likely to stockpile themselves, compared to message that merely instructed them not to.

The research also tested messages on hand washing, face touching and self-isolation. It found:

Berry commented: "The outcome of the research gives us a reason to be positive. The UK public are responding to Covid-19 better than some of the media coverage and social media conversation would have us believe. When people understand that most people aren't stockpiling, they won't either.

"The public are most likely to follow public health advice when they understand it isn't just about protecting themselves but protecting their loved ones and community. Words matter; through this crisis we need to communicate with impact, so the public understands and supports actions to slow the spread of the virus. The precise language we use, and who the messages come from, can make a big difference in moving people from awareness to action."

Notes to editors:

About Hill+Knowlton Strategies

Hill+Knowlton Strategies, Inc. is an international communications consultancy, providing services to local, multinational and global clients. The firm is headquartered in New York, with over 80 offices in more than 40 markets, as well as an extensive associate network. The agency is part of WPP, one of the world's largest communications services groups.

For more information about H+K, click here, follow us on Twitter, like us on Facebook, and follow us on LinkedIn.

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