A Toolkit to Help Stop the Spread

Source
Griffith University of Queensland

Identifying how to find the right COVID-19 messages and support tools for each group is where the art of marketing comes in. This group is asking people to give up many regular behaviors they value and enjoy, and to engage in a set of behaviours they may not.

The job for which this toolkit is designed is to identify what the value of each behavior or set of behaviours might be to each group, and to bundle that up and offer it in exchange for compliance. It is also important to remember, these ‘value offerings’ will vary between groups. Marketing is a voluntary approach and when applied there is less reactance to marketing approaches than there are to education or law approaches.