An environmental scan of messages promoting compliance behaviour for a medical directive in COVID-19.

Abstract

Compliance with COVID-19 preventive behaviours together with the urgency to contain the virus underscored the need for rapid yet effective public health massaging. While messages aimed to inform and protect the public, the evolving situation often precluded the use of theoretically-based and empirically-informed approaches. This study aimed to analyse the presence and prevalence of belief-based constructs and strategies known to foster behaviour change embedded within Australian Government communications regarding compliance with QR code check-in behaviour during the COVID-19 pandemic using the Theory of Planned Behaviour as a guiding framework. Six belief codes and five behaviour change techniques were identified in 17 communication messages. Findings highlight the use of potentially effective strategies in the messages to change behaviour; for example, drawing on attitudinal and self-efficacy beliefs. Yet, results identified gaps, such as a lack of strategies to highlight normative influences and build habits that can inform future messaging and pandemic preparedness.