As countries around the world work to change citizen behavior to stop the spread of COVID-19, the Pandemic Behavioral Working Group (PBWG) was formed to provide evidence-based guidance for public health communications and policies.
PBWG brings together behavioral experts from around the globe in marketing and communications who can provide real-time guidance on effective approaches to motivating citizens to consistently practice behaviors that can slow the spread of pandemic disease.
“We are living in a time when how individuals behave is literally a matter of life or death for hundreds of thousands of people across the globe,” said Christene Jennings, PBWG Chair and chief operating officer at Marketing for Change Co. in Alexandria, Va. “We know from decades of research that simply telling people what to do isn’t enough to change behavior — especially in a confused and rapidly changing communications environment. Using behavioral science to inform communications and policy is critical for an effective public health response.”
PBWG founding members comprise: Marketing for Change Co; IPREX, the global network of nearly 70 communication agencies in 26 countries; and iHeartMedia.
The goal of the PBWG is to develop and disseminate effective behavior change strategies employed by public health, government, non-governmental organizations, researchers, academia and corporations impacted by the COVID-19 pandemic.
The PBWG is compiling a repository of relevant behavioral research, including research from past pandemics as well as an evolving list of current scientific behavior change resources.
The group is also developing a set of specific, segmented behaviors for key actors affected by the pandemic, and working to create shared definitions of key terms to reduce confusion around behaviors underlying new terms such as social distancing.
The PBWG will launch a speakers bureau and a series of forums in April 2020 featuring up-to the-minute guidance from academics, public health practitioners, public and private sector leaders, and others who are working on the ground to guide behavioral pandemic preparedness and response.
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