Thus went the UK government’s discussion paper on increasing social distancing on 22nd March 2020.
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.
There were other considerations:
Hong Kong’s experience:
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
And carrots:
Incentivisation
6. Social approval: Social approval can be a powerful source of reward. Not only can this be provided directly by highlighting examples of good practice and providing strong social encouragement and approval in communications; members of the community can be encouraged to provide it to each other. This can have a beneficial spill-over effect of promoting social cohesion. Communication strategies should provide social approval for desired behaviours and promote social approval within the community.
And of course, coercion, along with ‘social disapproval’:
Coercion
7. Compulsion: Experience with UK enforcement legislation such as compulsory seat belt use suggests that, with adequate preparation, rapid change can be achieved (16). Some other countries have introduced mandatory self-isolation on a wide scale without evidence of major public unrest and a large majority of the UK’s population appear to be supportive of more coercive measures. For example, 64% adults in Great Britain said they would support putting London under a ‘lock down’ (17). However, data from Italy and South Korea suggest that for aggressive protective measures to be effective, special attention should be devoted to those population groups that are more at risk (18). In addition, communities need to be engaged to minimise risk of negative effects. Consideration should be given to enacting legislation, with community involvement, to compel key social distancing measures.8. Social disapproval: Social disapproval from one’s community can play an important role in preventing anti-social behaviour or discouraging failure to enact pro-social behaviour (15). However, this needs to be carefully managed to avoid victimisation, scapegoating and misdirected criticism. It needs to be accompanied by clear messaging and promotion of strong collective identity. Consideration should be given to use of social disapproval but with a strong caveat around unwanted negative consequences.
So, for us rats in the lab, we can see the experimental parameters. I can’t find the words ‘rights‘, ‘freedom‘, ‘free‘ or ‘liberty‘ anywhere in this document. I can see this, my emphasis in bold, with the lie about people being ‘asked’:
9. Community resourcing: People are being asked to give up valued activities and access to resources for an extended period. These need to be compensated for by ensuring that people have access to opportunities for social contact and rewarding activities that can be undertaken in the home, and to resources such as food. Adequately resourced community infrastructure and mobilisation needs to be developed rapidly and with coverage across all communities (6, 15).
10. Reducing inequity: Adherence to these measures is likely to be undermined by perceived inequity in their impact on different sections of the population, especially those who are already disadvantaged, e.g. those in rented accommodation and those working in precarious employment. Reducing costs of phone calls, data downloads etc. by ‘responsibility deals’ or government subsidies should be considered.
Just in case you don’t think that this is an experiment, there is a reference to methodology including this, but read the whole thing:
The criteria go under the acronym, APEASE (Acceptability, Practicability, Effectiveness, Affordability, Spill-over effects, Equity)
Edit: Just after Paul’s comment, a bit more has just come out, from 25th February 2020, about the risk of disorder, foreseeing a risk of PPE shortage on 25th February 2020, so they knew that they could be short long before they did anything about it:
The last paragraph says it all:
• Promote a sense of collectivism: All messaging should reinforce a sense of community, that “we are all in this together.” This will avoid increasing tensions between different groups (including between responding agencies and the public); promote social norms around behaviours; and lead to self-policing within communities around important behaviours.