Evidence-based pandemic messaging

The Challenge

We partnered with behavioral change experts, Behavioral Insights Team (BIT), to determine the most effective evidence-based "Shelter-in-Place" messages needed to reduce spread of Coronavirus within Santa Clara County.

We had an aggressive deadline given the urgency of the pandemic. We also needed to ensure that we considered the cultural context of San Jose: 57% of San Jose residents speak a language other than English at home and 39% are born outside of the U.S..

What We Did

• Collaborated closely with public health and behavioral psychology consultants; served as liaison between consultants and City communications team.

• Designed hypothetical social media posts for 5 messages in English, Spanish and Vietnamese for mass testing with over 3500 participants.

• Designed park closure signage in English, Spanish, Vietnamese and Chinese for use in San Jose 200+ outdoor parks.

• Designed signage for Council office for use at various locations throughout the City such as food pickup locations and public restrooms.

• Conducted user interviews for groups identified as vulnerable: monolingual Spanish-speakers, monolingual Vietnamese-speakers, and seniors over 60.

The Result

The City communications team continues to disseminate our messaging through social media, print posters, radio Public Service Announcements and other media.