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We are Scotland

  • The Scottish Government
  • Health

Motivating people in Scotland to stick to the guidelines during the Coronavirus pandemic.

The bold idea

We appealed to collective identity and shared values to motivate people to play their part, for others as well as themselves. And we used hopeful message framing to help give people the psychological resolve to keep sticking to the guidelines over time.

The results

Around two thirds of people in Scotland consistently agreed that Scottish Government advice is clear and helpful, and that they completely or mostly trust the Scottish Government to provide coronavirus information.

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