{"id":269107,"date":"2021-02-01T14:00:53","date_gmt":"2021-02-01T19:00:53","guid":{"rendered":"https:\/\/policyoptions.irpp.org\/issues\/canada-needs-a-fresh-strategy-for-pandemic-communications\/"},"modified":"2025-10-07T23:22:48","modified_gmt":"2025-10-08T03:22:48","slug":"canada-needs-a-fresh-strategy-for-pandemic-communications","status":"publish","type":"issues","link":"https:\/\/policyoptions.irpp.org\/fr\/2021\/02\/canada-needs-a-fresh-strategy-for-pandemic-communications\/","title":{"rendered":"Canada needs a fresh strategy for pandemic communications"},"content":{"rendered":"

Effective communication can save lives. In a crisis or emergency, it\u2019s essential that people have access to accurate information from trusted sources\u00a0<\/span>to<\/span>\u00a0protect themselves. Yet, in our highly fragmented mediascape<\/span>\u00a0with its<\/span>\u00a0splintering of media platforms and proliferation of voices, it\u2019s increasingly difficult to communicate risk in ways that will cut through the noise. Official public health guidance competes for our attention with news reports, public service announcements, advocacy campaigns,\u00a0<\/span>celebrity advice<\/span><\/a>, misinformation and\u00a0<\/span>conspiracy theories<\/span><\/a>, much of it propagated online.\u00a0<\/span>\u00a0<\/span><\/p>\n

Despite good intentions on the part of public officials to inform Canadians about the risks of COVID-19 and the need to protect themselves and their loved ones, rates of infection have continued to rise.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

What has gone wrong with the communication campaign intended to foster compliance with public health guidelines and reduce the spread of illness?\u00a0<\/span>\u00a0<\/span><\/p>\n

As risk<\/span>–<\/span>communication scholars and professionals, and as citizens with a stake in flattening the curve, we\u2019d like to offer our thoughts on\u00a0<\/span>that question, as well as<\/span>\u00a0what can be done to ensure communication becomes a more effective part of Canada\u2019s ongoing pandemic response.\u00a0<\/span>\u00a0<\/span><\/p>\n

Coordination<\/span><\/b>\u00a0<\/span><\/p>\n

The federal government runs a national\u00a0<\/span>department<\/span>\u00a0focused on health and an agency focused on public health<\/span>\u00a0within that<\/span>\u00a0department<\/span>. Ten provincial and territorial governments run health ministries and those governments have divided their respective provinces and territories into numerous regional health units. Many of Canada\u2019s more than 5,000<\/span>\u00a0<\/span>municipalities<\/span>, meanwhile, also run their own public health departments. There are more than 1,<\/span>2<\/span>00 hospitals<\/span>,<\/span>\u00a0<\/span>more than 2,000 long-term care homes<\/span>\u00a0<\/span>and\u00a0<\/span>numerous voluntary organizations and advocacy groups in the public health arena<\/span>.\u00a0<\/span>Many\u00a0<\/span>are\u00a0<\/span>seeking to influence our pandemic beliefs and behaviours.\u00a0<\/span>\u00a0<\/span><\/p>\n

However, it is the lack of coordination among them that is the real problem. Some governments describe conditions using tiers or levels (1, 2 or 3), while others use colours (red, orange, green and grey). Some jurisdictions allow gatherings outdoors of up to 10 people, others 15 or maybe it\u2019s<\/span>\u00a0just five.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

In some parts of the country, sending kids to school is the top priority and public health measures are designed to ensure that continues to happen. In other places, keeping gyms, restaurants and big box stores open is treated with a similar level of urgency.\u00a0<\/span>\u00a0<\/span><\/p>\n

For ordinary Canadians, all this noise can be frustratingly confusing. The consequences of this competitiveness and potential misalignment for vaccination uptake in the coming months could be significant.<\/p><\/blockquote>\n

Some governments make pronouncements about new measures that seem to involve little to no consultation with key partners<\/span>.<\/span>\u00a0Some activities defined as \u201cessential\u201d in one province are deemed too risky in others, although the levels of risk are largely equivalent, and guidelines prohibiting all but essential travel and work fail to clearly identify what counts as essential.<\/span>\u00a0From where we sit, few of these bodies appear to be working together as they did at the outset of the pandemic<\/span>\u00a0<\/span>when elected officials from all parties and across all levels of government spoke from essentially the same page as part of the so-called\u00a0<\/span>Team Canada<\/span><\/a>\u00a0effort.<\/span>\u00a0<\/span><\/p>\n

T<\/span>his confusion is made worse by the myriad sources\u00a0<\/span>which\u00a0<\/span>pronounce on COVID-19 on a regular basis, from elected officials to public health leaders<\/span>;<\/span>\u00a0CEOs of pharmaceutical companies<\/span>;<\/span>\u00a0small business owners<\/span>;<\/span>\u00a0scientists and academics<\/span>;<\/span>\u00a0celebrities<\/span>;<\/span>\u00a0<\/span>and a growing army of armchair epidemiologists<\/span>.\u00a0<\/span>These sources sometimes deliver the same message, but increasingly they are speaking across one another, competing for public attention in a risky game of one-upmanship.<\/span>\u00a0For ordinary Canadians, all this noise\u00a0<\/span>can be frustratingly confusing<\/span>.\u00a0<\/span>The consequences of this competitiveness and\u00a0<\/span>potential\u00a0<\/span>misalignment for vaccination uptake in the coming months could be significant.\u00a0<\/span>\u00a0<\/span><\/p>\n

Indifference<\/span><\/b>\u00a0<\/span><\/p>\n

More than 17,500 Canadians have died to date and the risks of\u00a0<\/span>long-haul<\/span><\/a>\u00a0conditions associated with COVID-19 infection are<\/span>\u00a0<\/span>serious<\/span>. So why aren\u2019t more Canadians alarmed and focused on containing this pandemic? Part of the answer lies in communication\u00a0<\/span>mistakes<\/span>. With few exceptions, patients with serious COVID-19 infection have been largely kept hidden from view, especially those who have passed away<\/span>.<\/span>\u00a0People who\u00a0<\/span>have\u00a0<\/span>contracted the virus are typically referred to as “cases,” their numbers reported so often that it never really connects with ordinary people. Similarly, deaths are now reported in numbers so large that unless you have been directly impacted<\/span>,<\/span>\u00a0no one really grasps the<\/span>\u00a0true<\/span>\u00a0severity of the pandemic.\u00a0<\/span>\u00a0<\/span><\/p>\n

All this information has been largely transmitted using traditional media in conventional ways (i.e., a regular, mid-day media conference broadcast on all-news television networks<\/span>\u00a0and then amplified across the social mediascape<\/span>). While this no doubt reaches certain segments of the population, it all but ensures<\/span>\u00a0that<\/span>\u00a0younger Canadians<\/span>\u00a0<\/span>\u2013 now<\/span>\u00a0the fastest-growing segment among new\u00a0<\/span>COVID\u00a0<\/span>cases<\/span>\u00a0<\/span>\u2013 are\u00a0<\/span>not being reached with the information or support they need (a notable exception was a\u00a0<\/span>PS<\/span>A<\/span><\/a> by the Public Health Agency of Canada launched last summer)<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

\"\"<\/a>
Photo: A man is silhouetted as he watches Prime Minister Justin Trudeau’s news conference on a giant screen, on January 5, 2021 in Ottawa. THE CANADIAN PRESS\/Adrian\u00a0Wyld<\/figcaption><\/figure>\n

Governments at all levels appear not to have effectively<\/span>\u00a0<\/span>designed<\/span>\u00a0risk messaging to resonate not just with teens and young adults, but with the different linguistic<\/span>,<\/span>\u00a0and socio<\/span>–<\/span>cultural communities and populations that make up our country<\/span>. T<\/span>hose groups are more vulnerable to exposure and infection. Our system is set up well to communicate in both of Canada\u2019s official languages but appears to be ill<\/span>–<\/span>equipped to communicate to Canadians in the numerous other languages they speak<\/span>. T<\/span>his is unacceptable and all governments need to be thinking about this now.\u00a0<\/span>\u00a0<\/span><\/p>\n

Empathy<\/span><\/b>\u00a0<\/span><\/p>\n

The American psychologist Abraham Maslow developed his\u00a0<\/span>hierarchy of needs<\/span><\/a>\u00a0to better explain what motivates people to make particular decisions.\u00a0<\/span>In the case of a deadly virus, we would expect people to be fully focused on the two most basic needs in the hierarchy<\/span>\u00a0<\/span>\u2013 the\u00a0<\/span>physiological need to survive<\/span>,<\/span>\u00a0and our search for security and safety. Despite what Maslow may have predicted, the need to socialize or participate in a coming-of-age ritual or family tradition (third on the hierarchy) has often won out over the need to survive the COVID-19 pandemic<\/span>. T<\/span>his has become particularly acute as the pandemic has dragged on.\u00a0<\/span>\u00a0<\/span><\/p>\n

Yet for all that tension over deeply held needs, we have seen and heard little empathy on the part of our leaders. Rather, much of this communication<\/span>\u00a0<\/span>\u2013 mostly\u00a0<\/span>from elected officials but also some public health leaders<\/span>\u00a0<\/span>\u2013<\/span>\u00a0<\/span>has focused on instructions, warnings and\u00a0<\/span>scolding<\/span><\/a>.\u00a0<\/span>Instead, w<\/span>hy\u00a0<\/span>don\u2019t they\u00a0<\/span>show that\u00a0<\/span>they\u00a0<\/span>know this is hard, scary and confusing? Why not approach risk mitigation and risk communication from the perspective of reducing harm rather than setting impractical standards that many tune out<\/span>\u00a0anyway?<\/span>\u00a0<\/span>W<\/span>hy not implement enforceable policies to support survival and security so that people may be able to fulfil their need for social connection sooner and more safely? We have seen\u00a0<\/span>examples<\/span><\/a>\u00a0of empathetic public health communication over the course of the pandemic, but these are too often the exception rather than the norm.<\/span>\u00a0<\/span><\/p>\n

Transparency<\/span><\/b>\u00a0<\/span><\/p>\n

One of the great lessons of the 2003 SARS crisis was the importance of open communication among governments<\/span>,<\/span>\u00a0and between elected officials and the communities they serve. An unwillingness to acknowledge and communicate urgent information about the virus in the early stages of the SARS outbreak, motivated by economic and geopolitical self-interest, aided the global spread of the disease<\/span>. O<\/span>nly after a massive international communication effort was undertaken were chains of transmission eventually disrupted. In its final post-incident report, the World Health Organization concluded that in the case of future pandemics: \u201c<\/span>I<\/span>nformation should be communicated in a transparent, accurate and timely manner. SARS demonstrated the need for better risk communication as a component of outbreak control.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

Although there have been significant improvements since 2003 in terms of information sharing among governments, cooperation between scientists,\u00a0<\/span>as well as<\/span>\u00a0commitments from some political leaders to be more consistent in updating the public, gestures to transparency still outweigh substantive actions by governments and health authorities alike.\u00a0<\/span>We<\/span>\u00a0don\u2019t engage the public as a partner in pandemic response by\u00a0<\/span>withholding modeling data<\/span><\/a>, refusing to disclose infection prevention and control benchmarks<\/span>,<\/span>\u00a0or failing to release all advice and recommendations from publicly funded COVID-19\u00a0<\/span>advisory tables<\/span><\/a>. And\u00a0<\/span>we<\/span>\u00a0surely don\u2019t engage the public as a partner by failing to align serious policy measures to the seriousness of our rhetoric.<\/span>\u00a0<\/span><\/p>\n

A<\/span>\u00a0fresh strategy\u00a0<\/span>is urgently needed for pandemic communication\u00a0<\/span>that will capture the attention of a fatigued and disaffected public<\/span>.<\/span>\u00a0<\/span>This approach must involve a creative, coordinated campaign that features motivational messages providing realistic options to different groups that will minimize their levels of risk<\/span>;\u00a0<\/span>credible spokespeople working in tandem across all sectors and levels of government<\/span>;\u00a0<\/span>effective storytelling that captures public attention<\/span>;<\/span>\u00a0and facts that appeal to logic and reason to guide informed decision-making. Information\u00a0<\/span>must<\/span>\u00a0be shared in a timely and completely open manner. If there are good reasons to withhold some pandemic planning information<\/span>,<\/span>\u00a0then officials need to level with Canadians and explain why those decisions have been taken, unpopular as they may be<\/span>.\u00a0<\/span>\u00a0<\/span><\/p>\n

E<\/span>lected officials and public health leaders need to show Canadians with both their words and their deeds that they care and appreciate the major sacrifices we are all making<\/span>\u00a0\u2013<\/span>\u00a0and<\/span>,<\/span>\u00a0for goodness sake<\/span>,<\/span>\u00a0they need to lead by example. If you\u2019re a hospital CEO, health<\/span>–<\/span>care bureaucrat or elected official who wants to ignore the rules that the rest of us are also tired of following, maybe it\u2019s time\u00a0<\/span>for you\u00a0<\/span>to step aside or be relieved of your duties.<\/span>\u00a0<\/span><\/p>\n

Finally, it should go without saying that a fresh approach to communication alone won\u2019t fix the problems that continue to knee<\/span>\u00a0<\/span>cap our national, provincial\/territorial and regional pandemic response. Better risk communication\u00a0<\/span>must<\/span>\u00a0complement meaningful policy measures that will keep people safe at home, school and work<\/span>\u00a0<\/span>\u2013 smaller\u00a0<\/span>class sizes<\/span>;<\/span>\u00a0systematic testing of asymptomatic populations<\/span>;<\/span>\u00a0rigorous contact\u00a0<\/span>tracing;\u00a0<\/span>paid sick leave<\/span>;<\/span>\u00a0a moratorium on evictions<\/span>;<\/span>\u00a0a\u00a0<\/span>temporary\u00a0<\/span>ban on non-essential travel<\/span>;<\/span>\u00a0and so on. If our health<\/span>–<\/span>care system is truly on the brink of collapse, as our politicians continually\u00a0<\/span>tell\u00a0<\/span>us,\u00a0<\/span>then they should\u00a0<\/span>take bolder action to\u00a0<\/span>show us that we are truly at a level of high urgency<\/span>.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Developing a fresh campaign to flatten the curve requires money, leadership, coordination and collective commitment. It urgently demands more sophisticated communication and a more<\/span>–<\/span>intensive policy response than we have seen. The cost of continuing with a campaign that has been woefully underperforming will be far more significant and long-lasting.\u00a0<\/span>\u00a0<\/span><\/p>\n

Photo: Prime Minister Justin Trudeau speaks during a news conference on the COVID-19 pandemic outside his residence at Rideau Cottage in Ottawa, on Jan. 26, 2021. THE CANADIAN PRESS\/Justin Tang<\/span><\/span>\u00a0<\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Effective communication can save lives. In a crisis or emergency, it\u2019s essential that people have access to accurate information from trusted sources\u00a0to\u00a0protect themselves. Yet, in our highly fragmented mediascape\u00a0with its\u00a0splintering of media platforms and proliferation of voices, it\u2019s increasingly difficult to communicate risk in ways that will cut through the noise. Official public health guidance […]<\/p>\n","protected":false},"featured_media":243396,"template":"","meta":{"_acf_changed":false,"content-type":"","ep_exclude_from_search":false,"apple_news_api_created_at":"2025-10-08T03:22:51Z","apple_news_api_id":"c27edc60-1c53-471d-aaf6-30572896633f","apple_news_api_modified_at":"2025-10-08T03:22:51Z","apple_news_api_revision":"AAAAAAAAAAD\/\/\/\/\/\/\/\/\/\/w==","apple_news_api_share_url":"https:\/\/apple.news\/Awn7cYBxTRx2q9jBXKJZjPw","apple_news_cover_media_provider":"image","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_cover_video_id":0,"apple_news_cover_video_url":"","apple_news_cover_embedwebvideo_url":"","apple_news_is_hidden":"","apple_news_is_paid":"","apple_news_is_preview":"","apple_news_is_sponsored":"","apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"","apple_news_slug":"","apple_news_sections":[],"apple_news_suppress_video_url":false,"apple_news_use_image_component":false},"categories":[9385,9372,9377],"tags":[8470],"article-status":[],"irpp-category":[4247,4286],"section":[],"irpp-tag":[7136],"class_list":["post-269107","issues","type-issues","status-publish","has-post-thumbnail","hentry","category-medias-et-culture","category-recent-stories-fr","category-sante","tag-covid-19","irpp-category-covid","irpp-category-sante","irpp-tag-medias-et-culture"],"acf":[],"apple_news_notices":[],"yoast_head":"\nCanada needs a fresh strategy for pandemic communications<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/policyoptions.irpp.org\/fr\/2021\/02\/canada-needs-a-fresh-strategy-for-pandemic-communications\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Canada needs a fresh strategy for pandemic communications\" \/>\n<meta property=\"og:description\" content=\"Effective communication can save lives. In a crisis or emergency, it\u2019s essential that people have access to accurate information from trusted sources\u00a0to\u00a0protect themselves. Yet, in our highly fragmented mediascape\u00a0with its\u00a0splintering of media platforms and proliferation of voices, it\u2019s increasingly difficult to communicate risk in ways that will cut through the noise. 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