{"id":266,"date":"2021-01-11T18:17:11","date_gmt":"2021-01-11T18:17:11","guid":{"rendered":"https:\/\/jjwpr.com\/blog\/?p=266"},"modified":"2021-01-11T18:20:24","modified_gmt":"2021-01-11T18:20:24","slug":"maskupma-applying-the-behavior-change-model-to-covid-19","status":"publish","type":"post","link":"https:\/\/jjwpr.com\/blog\/2021\/01\/11\/maskupma-applying-the-behavior-change-model-to-covid-19\/","title":{"rendered":"#MASKUPMA: APPLYING THE BEHAVIOR CHANGE MODEL TO COVID-19"},"content":{"rendered":"\n

Here in Massachusetts, Gov. Charlie Baker has launched the #MaskUpMA campaign to raise awareness and stimulate behaviors that will reduce the spread of COVID-19 in our state in the coming months.\u00a0 His collective efforts to guide the public\u2019s behavior during the pandemic follow the 4-Step Public Behavior Change Model<\/strong>, based on the work of leading public relations behaviorists Jim Grunig, Harold Mendelsohn, Max McCombs & others:<\/p>\n\n\n\n

  1. \u00a0Coalition Campaign<\/strong>:\u00a0 This phase focuses on 3 steps: Problem Recognition:<\/em><\/strong>\u00a0 Good news \u2013 the vaccines are here!\u00a0 Bad news: implementation is slower than projected.\u00a0 Therefore, it is critical to follow COVID-19 protocols to slow the spread as we patiently wait for the phase-by-phase vaccinations to protect us. Problem Personalization:\u00a0 <\/em><\/strong>To date, there have been over 12,000 deaths and 420,000 cases of COVID19 reported in the state of Mass.\u00a0 A visit to mass.gov will give you access to updated statistics by age, town or city and other demographics \u2013 in your preferred language. Constraint Removal:<\/em><\/strong>\u00a0 The #MaskUpMA campaign, which reiterates the simple message \u201cwear a mask to protect yourself and others against the spread of COVID19\u201d includes video testimonials by everyone from Governor Baker to Red Sox mascot Wally the Green Monster, PSAs and a dedicated section of the Mass.Gov website Mask Up MA! | Mass.gov<\/a> <\/li>
  2. Enforcement<\/strong>:\u00a0 Since Baker declared a state of emergency in Massachusetts on March 10, a series of executive orders have been signed which range from limits on indoor (10-person) and outdoor (25-person) gatherings to required face coverings in public places to a \u201cstay at home advisory\u201d between 10 p.m. and 5 a.m.\u00a0 Public establishments violating mask-wearing and social distance protocols have faced hefty fines.<\/li>
  3. Engineering<\/strong>:\u00a0 Structural changes have been put into place to discourage behaviors that might lead to spreading COVID19.\u00a0 These include closing restaurants at 9:30 p.m. to discourage large late-night gatherings, limiting the number of people per table (6) and setting up tables to comply with social-distancing guidelines.\u00a0 Another example of structural changes: the requirement of temperature checks of patrons when entering certain gyms, dental offices and other places of business. <\/li>
  4. Social Reinforcement<\/strong>:\u00a0 11 months into the COVID-19 pandemic, wearing masks and social distancing have become as familiar as recycling.\u00a0 One could argue that social reinforcement has almost gone overboard as people engage in \u201cmask shaming\u201d \u2013 even when people are walking and riding bikes outdoors and observing social distance protocols.<\/li><\/ol>\n\n\n\n

    This model makes sense when applied to just about any issue (see JJ&W blog from July 2017 on \u201cChanging Behaviors on Concussion Treatment Through Chalk Talk) and will undoubtedly serve as the foundation for vaccination, COVID-testing and other behavior-change campaigns.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Here in Massachusetts, Gov. Charlie Baker has launched the #MaskUpMA campaign to raise awareness and stimulate behaviors that will reduce the spread of COVID-19 in our state in the coming months.\u00a0 His collective efforts to guide the public\u2019s behavior during the pandemic follow the 4-Step Public Behavior Change Model, based on the work of leading … <\/p>\n

    Read more “#MASKUPMA: APPLYING THE BEHAVIOR CHANGE MODEL TO COVID-19”<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,31,5],"tags":[],"class_list":["post-266","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-behavior-change-theory-tactics","category-communications","category-strategy-tactics"],"_links":{"self":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/266","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/comments?post=266"}],"version-history":[{"count":1,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/266\/revisions"}],"predecessor-version":[{"id":268,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/266\/revisions\/268"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/media\/267"}],"wp:attachment":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/media?parent=266"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/categories?post=266"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/tags?post=266"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}