How to set up government-led national hygiene communication campaigns to combat COVID-19: a strategic blueprint

Val Curtis, Robert Dreibelbis, Myriam Sidibe, Jason Cardosi, Jennifer Sara, Chris Bonell, Kaposo Mwambuli, Soma Ghosh Moulik, Sian White, Robert Aunger, Val Curtis, Robert Dreibelbis, Myriam Sidibe, Jason Cardosi, Jennifer Sara, Chris Bonell, Kaposo Mwambuli, Soma Ghosh Moulik, Sian White, Robert Aunger

Abstract

While large-scale changes in population behaviour are required to reduce the transmission of the severe acute respiratory syndrome coronavirus 2 virus, the emergency context is not conducive to the sort of careful communications planning that would normally be required to meet such a task. Rapid strategic communications planning in a pandemic by governments is, however, possible and necessary. Steps include setting up a dedicated communications task force, mobilising partners and resources, developing a creative brief and theory of change and overseeing the creation, testing, roll out and revision of content. In this short guide, we argue that a minimum of strategic planning can be undertaken rapidly, and that good use can be made of simple principles of behaviour change, even during pandemics. Our aim here is to provide a blueprint that governments and their partners, especially in low-income settings, can follow to design, coordinate and resource national communications efforts to combat the COVID-19 pandemic immediately and for the longer term.

Keywords: SARS; control strategies; hygiene; public health.

Conflict of interest statement

Competing interests: None declared.

© Author(s) (or their employer(s)) 2020. Re-use permitted under CC BY-NC. No commercial re-use. See rights and permissions. Published by BMJ.

Figures

Figure 1
Figure 1
Breaking the chain of COVID-19 transmission in the community (distancing and hand hygiene preventive measures shown in red, not including surface hygiene and mask wearing).
Figure 2
Figure 2
Generic theory of change.

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