COVID-19 is predictable. Humans are not.
Influencing behavior for good.
As all #humansOfAjua have organized ourselves to contribute to flattening the curve, and keep things moving with a distributed workforce; we keep our eyes and ears peeled for great news each day. However, it is becoming a bit more evident that the battle is being fought with a greater enemy: the unpredictability of human behavior.
If one were to ask anyone in any country what they know about coronavirus, the answers would resemble each other with answers about symptoms of the virus, how it is spread, what to avoid, and other statistics that define the virus... which can be deduced that there’s predictability in how COVID-19 behaves.
However, can this be said for the behavior of humans? Are we behaving with some kind of predictability to aggressively flatten the curve? Below you’ll find the behavior of humans across the world; and as you read, you will want to ask the question: "is this a virus problem or a human predictability problem?":
Kenya: Kilifi Deputy Governor Saburi arrested for flouting rule on self isolation
Trinidad: Police in Trinidad bust COVID-19 quarantine party
South Korea: Coronavirus: South Korea church leader apologises for virus spread
Nigeria: Covid-19 brand ambassador arrested for holding party
Spain: More than 1,000 arrested in Spain for breaking coronavirus lockdown rules
Italy: Italy charges more than 40,000 people with violating lockdown
China has exhibited how to normalize human behavior through lockdown; but as we all note, this is not always possible in other economies where government structures don’t allow; economic instability of informal settlements doesn't allow; and even the nature of cultures that influence these decisions don't allow.
how we will influence our own behavior for the greater good.
We can agree from the examples above that we, humans are erratic, and it is important for us to understand how we will influence our own behavior for the greater good. Do we call it marketing or do we call it normalizing behavior. Why is someone influenced to drink a Coca-Cola? Why do brands target the Super Bowl to get the main stage to market products - because brands are all trying to influence the consumer or the person who will ‘buy into’ what they are selling. With this in mind, I go back to the point of discussion, the unpredictable nature of humans, and what we can adopt from the influence of brands. Below are a few examples where we've worked with multiple doctors from Harvard, UW, KEMRI, KNH, and UCSF to influence or ‘convince’ consumers of the need to stay on track with their drug regimen or adhere to a certain behavior - similar to marketing; but for good.
Case studies:
Dr. Njambi Njuguna applied Ajua's technology to research study with Kenyatta National Hospital: "The Effect of Human Immunodeficiency Virus Prevention and Reproductive Health Text Messages on Human Immunodeficiency Virus Testing Among Young Women in Rural Kenya"
Findings: demonstrated that young women, aged 18-24 years old, who received our text messages were 57% more likely to test for HIV compared to those not receiving messages.
Dr. Jessica Haberer + Dr. Mugo applied Ajua's technology to their research supported by the National Institutes of Health: "Actionable Adherence Monitoring: Technological Methods to Monitor and Support Adherence to Antiretroviral Therapy"
Findings: Currently available real-time adherence monitoring approaches based on cellular technology allow for the delivery of interventions precisely when and where they are needed. Such technology can potentially enable significant efficiency of care delivery and impact on adherence and associated clinical outcomes.
Dr. Renee Heffron applied Ajua's technology to their research: "Implementation of a comprehensive safer conception intervention for HIV‐serodiscordant couples in Kenya: uptake, use and effectiveness"
Findings: SMS surveys indicated potential timing of condomless sex to peak fertility.
San Francisco's Department of Public Health, Dillon Trujillo:"Digital HIV Care Navigation for Young People Living With HIV in San Francisco, California: Feasibility and Acceptability Study"
Findings: Text message-based HIV care navigation is a potentially powerful tool that may help bridge the gaps for linkage and retention and improve overall engagement in HIV care for many YPLWH.
Now, we ask what we humans can do, as we are neither epidemiologists nor professional marketers. I’m in a few WhatsApp groups like many, but haven’t had time to skim through all the messages. Most messages are back and forth debates to validate or debunk a conspiracy theory, or another piece of misinformation spread by a human. The same energy exerted could have asked or reminded someone to avoid going outside, or ask to wear a mask or reminding someone to wash their hands. Repetition. Repetition. Repetition. It’s like preparing to call your mother by doing the things you know would be asked during the interrogation session before the normal chit chat: Are you taking your vitamins? Are you making sure you’re eating properly?
We can all do our part to behave in a more predictable manner to change the trajectory of this virus. We all know the things we need to do to stop the virus, but then an image emerges of Central Park in New York City with humans showing "you’re not the boss of me" retaliation to protect themselves: social distancing and wearing a mask.
Behavior change is no easy feat; with some researchers stating anywhere from 2 months to 8 months to develop a new habit. Changing someone’s behavior or perception is hard work; however we know that many professionals have succeeded in influencing politics, influencing product purchases, influencing service purchases, or influencing new ways of doing something - by zooming into the key messaging that needs to be delivered to segmented humans (audiences) to make it ‘resonate’ and influence the behavior and outcomes needed.
How can we be the ‘influencers’ to the humans we want to influence? Who are we talking to? How will they receive the message? What messages can we communicate? How do we connect and drive the behavior we need to suppress the virus now? How do we segment, partition, message, get feedback; and repeat?
There are proven cases both in health and in commercial practice; and we all want the same outcome: influence behavior for good.
#IntegratedCX #customerexperience #feedback
Brand + Marketing Strategy Advisor for Africa.
4 年Thank you for sharing the article.
Brand + Marketing Strategy Advisor for Africa.
4 年Humans are predictable. For the first time in our generation’s life time there is a sickness we can all catch at the same time, everywhere in the world. For the first time in our generation’s lifetime this sickness isn’t just for those people but, me too. There is nowhere to hide and no end in sight. The cycle of acceptance is predictable and requires the barrier of believability to be broken at a personal level. All the examples mentioned are of people who don’t believe they can get infected. I put it to you that most people need a close and personal encounter with a negative health scare before they believe it can happen to them. Sadly, some people just need one scare, some need a couple and some will still ignore. That is the most predictable human behavior I know.
Qualitative Researcher | UX, Consumer Behavior & Insights
4 年True and from a social perspective I think for our culture maybe the messaging needed to extend into invoking some personal emotions for example by washing your hands you are protecting your children, your parents, instead of just living it at wash your hands, wear masks etc. Maybe the government’s desperation could have been channeled through the various brands, artists, organizations that work closely with communities and others that we listen to as they are considered more legit in our lives compared to the government?
Personal Branding Coach for Linkedin: Marketing Strategist, Fractional CMO, Digital Media Marketer, Consultant, and Speaker Helping Caribbean Firms Grow, One Brand at a Time.
4 年Great share! Kenfield Griffith.....and really great question posed about being able to change our behaviour.