Select a region
The Government's key scientific advisory group is hoping to encourage more people to be vaccinated, and to stick to health guidelines, with the help of a behavioural scientist.
Behavioural science is the study of human behaviour which blends a number of disciplines, such as psychology, neuroscience, and sociology, to help work out how we think and act.
Recently published STAC minutes from late last year, show that the ‘cell’ of scientific advisers has established a ‘Behavioural Science Design Group’ to help with the response to the pandemic.
On 21 December, STAC reported that: “The Group had met on 16 December and had focused on potential areas where behavioural science could be used in a meaningful way.
“These were to maximise adherence to public health guidance and advice over the festive period; to encourage take up of the covid-19 vaccine; to optimise compliance with requirements to self-isolate and with infection control processes; to persuade young adults to behave responsibly; and to encourage the use of personal protective equipment (particularly masks) and optimise take up of testing for specific cohorts.”
Pictured: One of Influence at Work’s contributions was suggesting which “messengers“ to use to deliver key messages.
After evaluating all these possible areas of work, the Group then chose the vaccination programme as “its preferred project around which to design and test a methodology, which could subsequently be analysed for impact."
The Group is made up of civil servants from a number of departments, as well as Steve Martin, the UK head of behavioural science consultancy ‘Influence at Work’.
The Group’s chair, Interim Director of Public Health Policy, Alex Khaldi, told Express that using behavioural science should not be mistaken for trickery or mind games.
“It certainly isn’t a dark art - on the contrary, behavioural science is well respected and exists within a strict ethical framework," he explained.
Now that Islanders aged 80+ can book their COVID-19 vaccine appointments, Valerie Guy, Dr Muscat, the Bailiff of Jersey, @ChiefNurseJsy and the Dean of Jersey tell us why getting the COVID-19 vaccine is so important. Book now: https://t.co/LlQRZaTsxd. pic.twitter.com/eoz4uTZpwS
— Government of Jersey (@GovJersey) January 16, 2021
Video: Celebrated local dance teacher Valerie Guy, the Dean and the Bailiff were among those chosen to help spread the vaccine message.
“It is identifying what people respond to and don’t respond to, particularly, in our case, when it comes to the vaccination programme and covid restrictions. It is all about messaging and making systems and processes as effective as possible.
“The input of Steve and Influence at Work has already been helpful, not only on the vaccine programme but also wider areas of Government. One specific output was asking respected community figures, such as the Dean, to help us spread the message of the importance of getting a jab. Faith leaders
“A high uptake of vaccination will be absolutely crucial to get through this winter - to not only protect people but also put less pressure on the economy.”
Mr Khaldi said that Influence at Work was adding value to existing work being done by the Communications Unit and others, rather than proposing any significant new messaging or processes.
He added that forming the Group did not suggest that previous work had been ineffective; rather, he had worked with behavioural scientists before coming to Jersey in September, and he had seen at first-hand their value.
“The level of adherence to the restrictions and response to vaccination in Jersey compares well with other jurisdictions but we can always improve and increase the level of effectiveness.
“It is worth saying that the work is just starting but Steve is already adding significant value to the work of the Government.”
Pictured: Steve Martin, who leads Influence at Work’s UK operation, is also an author, commentator and visiting professor.
Mr Martin, who is based in the UK and attends STAC meetings remotely, said: “The world is a place of information overload and more saturated with information than ever before. Being able to process all of that information is nye-on impossible.
“So, one thing we are interested in doing is creating strategies and techniques to make it as easy as possible for people to connect with information that is important to them. In this case, it is the sharing the merits of getting vaccinated and then making it easy for Islanders to receive a jab when it is their turn, in a way which doesn’t restrict their choices.
“In many ways, you could argue that it was unethical not to do that for people.
“We have a body of evidence, based on experimentation, which shows us the most effective way of doing this.
“Just because a message connects with me, doesn’t mean it will connect with everyone because there are different cultural, social and personality groups. We’re mostly likely to listen to people who seem like us, because we might have a similar upbringing, interests or personalities."
He continued: “There is also the ‘messenger effect’: often a message might be clear but whether it gets through is dependent on who the messenger is. I can tell my mother something and she will ignore it; but when her next-door neighbour mentions the same thing, my mum suddenly pays attention. So, it is thinking about who people respond to.”
“Most people want to do the right thing and in terms of our motivations, fears and desires and we are far more similar than we are different. The Group is simply crafting messages just to remind people that we are all in this together.”
Government didn’t seek scientific advice on initial Christmas guidance
Scientific advisers raised concerns weeks ahead of care home covid spike
Revealed: Ministers' bid to reopen hospitality in December
Top pandemic medic disagreed with Ministers' travel relaxations
Comments
Comments on this story express the views of the commentator only, not Bailiwick Publishing. We are unable to guarantee the accuracy of any of those comments.