Last week, I discussed the Coronavirus pandemic, likening it to a complex adaptive problem requiring collective learning to resolve. In this post, I want to delve into a crucial aspect of this learning process: behavior change necessary to curb transmission. Effective leadership and risk communication are pivotal in driving this behavioral shift. Coronavirus is not just a biological crisis but also a social one, and neglecting its social dimensions could be perilous for leaders.

Behavior change is intricately linked to the epidemic’s trajectory. A recent viral article advocated for drastic measures akin to the Wuhan lockdown to save lives and prevent overwhelming healthcare systems, as witnessed in Italy. The effectiveness of such interventions hinges on people’s adherence to guidelines on social distancing, home isolation, and business closures. Whether enforced or voluntary, behavioral changes directly correlate with lives saved.

However, many individuals in countries with a significant number of cases are not adhering to social distancing and isolation measures. A tug-of-war ensues between those advocating for strict adherence to guidelines and those downplaying the severity of the crisis or resisting changes to their routines. This resistance could lead to avoidable fatalities. So, why are leaders’ pleas falling on deaf ears? Should authorities resort to enforcing strict measures?

Drawing from my experience coordinating messaging for Liberia’s Ebola response, I learned valuable lessons on social mobilization and behavior change. Initially, widespread disbelief in Ebola’s existence perpetuated behaviors that facilitated its spread, underscoring the critical role of social factors in epidemic control. While robust infrastructure like medical facilities is crucial, it is societal norms and messaging that dictate the epidemic’s course.

Distrust in authorities and shifts in how people seek health advice have complicated risk communication efforts. Additionally, cognitive biases influence individuals’ perception of risk, making effective communication imperative for achieving behavior change.

In Liberia, behavior change occurred as public awareness increased, and messaging improved. Leveraging risk communication strategies, we focused on simple, consistent messages tailored to stakeholders’ needs. Door-to-door campaigns and engagement with local influencers augmented these efforts, fostering a sense of collective responsibility and instilling new behavioral norms.

While behavior change often follows a shift in public consciousness, effective risk communication can expedite this process. Asian countries’ success in containing Coronavirus, partly attributed to heightened awareness from past outbreaks like SARS, underscores the importance of proactive risk communication.

In conclusion, leaders must prioritize effective risk communication to drive behavior change in the fight against Coronavirus. Consistent, tailored messaging, coupled with community engagement, can accelerate the shift in public consciousness, potentially saving lives.