Ringphone 20309/19/2023 ![]() Crucially, an understanding of behavioural science provides a practical approach to overcoming barriers to change. Evidence shows that people often make decisions intuitively, effortlessly, with little conscious awareness and based on what others are doing. ![]() Fundamentally, it challenges the view that people always behave with rational self-interest. Built on a strong scientific heritage, it draws on insights and methods from psychology, economics and neuroscience. One of the reasons leading to the successful impact of ringtone messages has been our effort to embed behavioural insights in the development of these messages.īehavioural science represents a developing but established approach to understanding human behavioural change. ![]() The ringtone message had a positive impact on knowledge, perception and actual behaviours related to COVID-19 in Pakistan.īehavioural insights underlying our creative process of the messages The results were computed from Gallup Pakistan’s Coronavirus Tracker Wave 3 - 5 based on nationally representative samples. Over 113 million people across the country directly heard the ringtone message, making it by far the most effective communication medium adopted by the Government of Pakistan. So what has been the impact of the ringtone message? We share the results in the next section. In addition, the message would get delivered to each person directly. The ringtone message was a clear winner among the different communication channels because not only it had the most outreach but was also the most cost effective. The idea was simple - every time you call someone (even on a feature phone), you would hear the ringtone message.Īfter honing the idea further and developing messages for the first wave, the recording, implementation and dissemination was done in collaboration with Digital Pakistan, Ministry of Health, Eocean and Pakistan Telecommunication Authority. ![]() This brought the next question for us: what modality should be used within the mobile phone channel? We had the usual options such as blast SMS, SMS chatbot and Robocall but each had their drawbacks - low population literacy rates affected the usefulness of SMS and non-response or immediate cancellation of calls upon start of the message to Robocalls.įinding an opportunity to innovate to overcome this challenge, UNDP Innovation - AccLab Pakistan, came up with the idea of replacing the usual mobile phone ringtone with a recorded health message (labelled as ‘ringtone message’ from here on). Our findings from Gallup Pakistan showed that using mobile phone channels for mass public messaging in Pakistan stands out in the trade-off between reach and cost. Below are the national level statistics that give perspective to the options that were available to us: This was exactly the challenge faced in the early days of COVID-19 in Pakistan. Our challenge: can we be innovative? Introducing the ringtone messageįor public campaigns, it is of utmost importance to use communication channels with the widest reach, but quite often there is a trade-off between reach and cost. It ensures that all content is culturally sensitive, authentic in information, does not imply an exaggerated or under-represent the threat level, and empowers the audience. ![]() The RCCE helps structure the information, with gatekeepers to manage the content and curation. To respond to the misleading guides and assumptions, a centralized communication strategy was developed in the COVID-19 response war room, housed at the Ministry of Health in collaboration with Digital Pakistan and other partners, forming the Risk Communication and Community Engagement (RCCE) task force. As a risk communication measure, our response required better coordination - to avoid creating confusion, misinterpretation and diffusion of responsibility. We saw an influx of messaging from development agencies, national and provincial governments, and media all at once. The first strategic impulse of all relevant stakeholders was to spread awareness about the virus and its prevention using all communication channels available. Pakistan had its first confirmed COVID-19 case on 26th February this year. Using behavioural insights to change COVID-19 related public behaviour in Pakistan ![]()
0 Comments
Leave a Reply.AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |