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Essex County Council

Targeted behavioural interventions to build a Covid-safe culture

We’re working with Essex County Council to create an identity, communications and targeted behavioural interventions that help build a Covid-safe culture across the county and establish new norms and habits among citizens. Communications aim to motivate continuing compliance with national guidance, and unite residents behind a collective responsibility to maintain Covid-safe behaviours as we learn to live with the ongoing risk.

Following a review of insight and best practice, we worked together with the team at Essex to pinpoint priority audiences and behaviours, and to create an integrated strategy to drive motivation and guide specific actions by highlighting the freedom and peace of mind we enjoy when we act to protect each other.

The creative solution uses simple, directional behavioural messaging, delivered in a way that is personal and ‘uniquely Essex’. “Let’s Keep Covid in Check” acts as the overarching framework within which Essex residents share their stories of how they are acting in specific ways. Examples are quirky and human, drawing on the character of the area in order to gain attention and capture hearts as well as minds.