Designing COVID-19 Campaigns to Achieve Individual Compliance

Abstract

The literature describes a pandemic as a unique form of health crisis that requires intensive communicative efforts. The primary aim of this study is to investigate how COVID-19 health communication campaigns are designed on three continents to get individuals to comply with the proposed actions and measures. Results indicate that the prevalence of emotional messages correspond with previous research findings, which demonstrated that similarity with a testimonial and narratives can be useful tools to increase message effectiveness. Hence, government officials are advised to invest in message presentation.