‘You have a choice’

To understand the fast-changing context, we conducted primary research and quantitative experiments to better grasp the behavioural barriers faced by our audiences, and how to combat them effectively. Wrapped up in a detailed Behavioural Diagnostic, we highlighted some of the key barriers to behaviour change:​

1. Optimism bias – “I am at less risk than others of contracting COVID-19″​
2. Desire for smaller rewards now (such as immediate freedom) vs. long-term benefits​
3. Reverse altruism – “Why should I help people I do not know?”​
4. May not see others in their community taking up the behaviour (social norms)​
5. Confirmation bias, where we are drawn to evidence that supports our existing view​

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Execution ​

The #YouHaveAChoice campaign put the onus on individuals to highlight how their own behaviours make a big difference. By positively highlighting how people still have the freedom they desire and it is in their hands how quickly we return to ‘normal’, the You Have a Choice campaign created a space for individuals to reflect on their choices and commit to better behaviours.  ​

We created engaging digital assets which were tested in randomised control trials to highly segmented audiences across the target boroughs. This included hyperlocal geo, age, and ethnicity targeting to deliver the right message to the right person, at the right time. ​​

The campaign was delivered across multiple digital channels and amplified via partners and stakeholders. 

It was augmented by media relations and local influencer amplification.​