Do You See Me? The Importance of Audience Insights for Building Sustainable COVID-19 related Public Health Strategy


Session Overview

In this session from the 2020 GovComms Festival, Tanja Kamin and Nina Perger from the University of Ljubljana in Slovenia discuss the importance of audience insights to building public health strategies during the COVID-19 pandemic.

Nina and Tanja discuss the second wave of COVID-19 that was occurring in many parts of Europe at the time. They discuss the focuses of the public health campaigns in Europe.

They emphasize the experience of people living alone during COVID-19, and how governments need to tailor their messages to this demographic. They shine a light on the mental and physical health outcomes of people who live alone and have had to undergo social distancing measures.

The two speakers reveal the results of a study they conducted into this very issue.

Nina and Tanja describe three types of public health responses to this demographic: cognitive, affective and behavioural. They use these three lenses to examine the experience of people who live alone during the COVID-19 pandemic, and how government can interact with them.

They conclude by saying that the public needs to be treated like a partner in communication, and why this often gets lost in communication strategies. Communicators need to know their audience and understand the different living circumstances of different people.

After watching this video, you will be able to:

  • Understand the experience of an important demographic during the COVID-19 pandemic: people who live alone.
  • Recognize the importance of audience insights to communication.
  • Examine the unique needs and circumstances of different demographics and audiences.

Please note that this is a recording of a live presentation.