Pandemic comms has been dire. For people to comply, they need to see measures as fair (equitable), clear (understandable), and why it matters (rationale). “You can’t see your mum outdoors in a mask, but you can both go to the gym maskless” is none of those https://twitter.com/cbctoronto/status/1327378206626897926

Compliance with pandemic measures in the UK started to be lost when the comms stopped making sense. They were contradictory, hard to follow, created perverse incentives, and weren’t applied equally to everyone

Also why govt transparency is important. Experts advise, ministers decide. But it’s important for people to understand what advice is being followed, and why. And which parts are (sometimes fairly) not being implemented