Behavioural Insights:How local governmentsare responding to theCOVID-19 pandemicTo support their residents and businessesduring this time, many local governments areusing behavioural insights as part of theirpandemic response.

What are behavioural insights?Behavioural insights is a discipline thatuses lessons from the behaviouralsciences (psychology, economics, etc.) tounderstand how people behave and makedecisions in everyday life. This understandingis used to make small tweaks or 'nudges' toimprove the design of public sector services. 

Example: Applying behavioural insightsto increase physical distancing inoutdoor spaces

Step 1: Identify a specific behaviour andpopulation (e.g. physical distancing in outdoorspaces for the general public)

The EAST Framework

To generate ideas, the Behavioural Insights Team'sEAST Framework can be a useful tool. It suggests thatpeople are more likely to undertake behaviours whenthey're made to be easy, attractive, social, and/ortimely.

Make it timely: Promptpeople at key momentsin time and help themplan how to accomplishthe desired task.

Make it attractive:Use images, colour, orpersonalization to drawattention to importantinformation. Incentivescan also be effective atencouraging behaviour.

Make it social: Show thatmost people perform thedesired behaviour and usesocial networks to spreadthe message. Publiccommitments can also bindpeople in to future actions.

Make it easy: Considerdefaulting individualsinto a pre-set option,simplifying messaging,or reducing the effort ittakes to perform anaction.

Step 2: Identify touchpoints (e.g. public parks)

Step 3: Identify a behavioural insights approach(e.g. circle markers in parks to act as visualphysical distancing guides)

Step 4: Test whether the chosen approach works(e.g. do circle markers successfully increasephysical distancing?)

Learn from others! Below are examples ofhow jurisdictions around the world haveadopted behavioural approaches to reducethe impact of COVID-19.

Localgovernments

are re-designingcommunity

spaces in a waythat makes

physicaldistancing easy,

especially inareas with high

foot traffic.

Encouraging physical distancing

Additional bicycle lanes, parking, as well as

wider sidewalks andpedestrian areas, are allowing

people to maintain theirdistance while travelling and

exercising.

Increasing space

Pedestrian-onlystreet in Victoria

Eye-catching signage onthe floor is encouraging

compliance and reducingnew obstacles to

sidewalks.

Using highly-visiblefloor markers

Floor signage encouragingphysical distancing

 Bus stops and other waitingareas moved to locations

that allow distance queuing,while using markings toindicate safe distances.

Allowing for distance queuing

Physically distancedqueue in Ottawa

One-way routes, includingentry and exit points at

popular services andsites, are helping to make

physical distancingeasier.

Creating one-way routes

One-way aisle markings at agrocery store

Safe distances in publicspaces and seating areas

indicated using tape on logsand benches. 

Indicating safe distance

Bench markingsin Singapore

Communicating effectively

Local governmentsare using

behaviouralinsights to informwhat, when, and

how to bestcommunicate key

messages.

Appealing to people’s senseof responsibility and

desire to protect otherswithin their community. 

Grocery store poster inthe City of Portland

Drawing on a sense of duty

Personalizingcommunications to specific

groups, where possible.Evidence shows importantdifferences across factors

like age and gender.

TikTok being used by the City ofMinneapolis to target young people 

Being personal

Thanking andacknowledging residents

and businesses frequentlyfor their cooperation.

Showing appreciation

Communicating factualinformation, not repeatingmyths or misinformation. 

Repeating thesame slogans through 

different channels.

Consistentlysticking to the facts

Identifying uniqueopportunities

to spread messages(e.g. through utility bills

and property taxes).

Using local governmentopportunities

Highlighting only a few keyactions and using

eye-catching images.

Hand washing poster in the UK 

Keeping messagesshort, simple,and catchy

Keeping focus on themajority of people doing

the recommendedbehaviours, not the

minority engaging inmore risky behaviours.

Highlightingadherence

Mask wearing is becoming a social norm

Influentialmessengers inspiringtrust and confidence

(e.g. Dr. Bonnie Henry,community leaders,

and celebrities).

Choosing the rightmessenger

This resource was developed by the BC Behavioural Insights Group.Please contact BIG@gov.bc.ca if you are interested in learning moreabout behavioural insights and the work of the team. 

Supporting local businesses

Local governmentsare directly

supporting the localeconomy andencouraging

residents to usebusinesses in their

neighbourhood. 

What works in one city may not work in another. The testing of messages andinterventions is an important step to applying behavioural insights. 

Sharing tips and checklists tocreate safe workplaces:

Sharing existing COVID-19 resources, like 

WorkSafeBC’s COVID-19 SafetyPlan, through existing channels

with local businesses (e.g.business licence renewal

notices).

Local governments are allowingthe temporary use of

parking spaces and sidewalks.Streamlining business 

applications and processes alsoincreases flexibility and reduces

delays or fees.

Parking spaces used for expandedpatio seating in Vancouver

Providing flexibilityin requirements

Providing resources to connectresidents with businesses (e.g. a

small business map of theirneighbourhood). Fun incentives

and games encouragingresidents to visit local

businesses.

Bingo to encourage residents to use localrestaurants in the City of Provo, Utah

Connecting residentswith businesses

This could be testing different versions of a letter, text, poster or road sign on a smallscale first, before implementing the best performing version on a wider scale later.Testing doesn’t need to be difficult or expensive! Most email software, like MailChimp,allow for simple A/B testing.

Theimportanceof testing

Sharing and praisinginnovative business ideas

aligned with thesafe easing of restrictions.

Contactless, drive-through property taxpayment in Saanich

Communicatingpositive stories

Circulating existing resources

WorkSafeBC resources for businesses

Sharing advice withbusinesses

Employer commitments tofollow guidanceStaggered start timesBack-to-back work stationsIncreased surface cleaningOne-way corridors

Employer commitment device in the UK