Communication strategies for pandemic preparedness

A first online experimental survey was conducted among 4,008 people who previously did not intend to follow the behavioral recommendations. Each participant was shown one message and the questions related to one behavior.

In a second online experimental survey among 1,386 respondents, the three most effective messages from the first online survey were further examined, focusing on the effect of repetition. In the first survey, each message was shown once. In this second survey, participants are shown either one message once or all three messages twice over a period of three weeks. Each participant is presented with one of the four behaviors.

In a field study, the social, risk, and empathy communication strategies were tested again among 2,668 students and staff from two universities, one university of applied sciences (HBO), and one vocational education institution (MBO). The strategies were communicated both on campus and through the institutions’ digital communication channels over a two-week period.