Role of Communications in Covid-19 Response

At the crux of the issues surrounding the COVID-19 pandemic is an instrumental rudder that can steer the way ahead — human behavior.

Despite many advances in science and technology, mankind has still not been able to control the COVID-19 virus, nor human behavior. Even while we place our hopes firmly on science for a vaccine that will resist the virus, behavior change requires a radical new approach.

The first lockdown in India began with a bang when PM Modi asked citizens for a show of support by clanging bells and vessels at a designated hour. His directive was followed perhaps too passionately — when everyone came out on the streets, putting each other at considerable risk. With the highly contagious novel Coronavirus in the air, it is clear one rotten apple is all that it takes for the spread to spiral beyond control.

The alarm was raised and got several of us thinking — what happens when the lockdown ends and cities open up? It’s a story we all now know too well by now. While the rational mind clearly understands all instructions, often our instinct supersedes intelligence. We let our guard down unthinkingly. Fear is replaced by complacency even as the invisible danger lurks in our near circle. And this is why we need radical behavior change. This is an enormous challenge in India where basic habits of hygiene, such as washing hands, are not followed.

India is a vast country with great diversity across society, economy, culture, and geography. Every community’s traditions, culture, nuances of body language, idiomatic expressions, puns, native stories, and sense of humor are unique. Very simply, one size does not fit all. Still, experts plan unilateral campaigns to induce behavioral change in all by one overwhelming message. Communication must be made relevant to people as well as contextual to their culture, and most importantly to their specific problems. (For example, hand wash does not make sense where there is little or no water)

Here is an alternative proposal — what if we have custom-made communications for each of our communities? Can creative people within every regional area create communications, which not only makes perfect sense but touches local people deeply? There are a thousand ways to explain why physical distancing is important and how to manage it given your situation. Why not leave it to creative individuals from a community to communicate this in an innovative way that addresses indigenous aspects?

Authorities and institutions can create systems that enable and empower communities to manage themselves instead of attempting to control the behavior of people through uniform communication programs. Programs need to be created that can:

• Create diverse communications across various platforms by communicators for their communities.
• Target messaging specific to diverse audiences and languages.
• Bring unity within the diversity through strong common messages.
• Respect every Indian by creating inclusive policies and content.
• Ensure every citizen and their community takes ownership for mitigating risks.
• Enthuse every Indian to contribute as a responsible citizen.

By Anthony Lopez Founder and Chief Creative Director at Lopez Design
www.lopezdesign.com

Edited by Sujatha Shankar Kumar
Illustration by Saumya Mittal