Behavioural psychology was used on former British Prime Minister Boris Johnson to nudge him into wearing a mask, according to the head of the government Behavioural Insights Team (BI).
“We did share with him a slide pack at one point. It had a series of images of pretty much every single world leader wearing a mask, and then a picture with him not,” Halpern told the publication, adding the slide was to show Johnson that ”a normal thing for a world leader to do right now is wear a mask.”
To Mask, or Not to Mask
Mask-wearing, especially mask mandates for all, is one of the controversial restrictions that was deployed in many countries during the COVID-19 pandemic.Apart from arguments around the benefits and risks of wearing masks, the issue of mask-wearing has also become a political issue during the pandemic following masking mandates.
The reluctance towards mask-wearing in the Western world has often been attributed to the populaces’ more individualistic tendencies, but the changes in the guidance from governments and the World Health Organisation (WHO) have also fueled the opposition to masks.
But for others, Harries said they tend to “contaminate the facemask and then wipe it over something” and therefore “it’s really not a good idea and doesn’t help.”
The guidance said a medical mask, used correctly, can limit the spread of certain respiratory diseases, including COVID-19, but the method alone is insufficient and can “create a false sense of security that can lead to the neglect of other essential measures, such as hand hygiene practices.” It also mentioned “unnecessary costs and procurement burdens” as one of the considerations.
Apart from the masking mandate, guidance to wear masks was also in place for schools, effectively meaning most students were made to wear masks in school.
Nudge Unit
BI, which is widely known as the Nudge Unit, was established in the Cabinet Office in 2010 by former Prime Minister David Cameron’s government to apply behavioural science to public policy.The seven-member team eventually grew into a profit-making global company, which was partly owned by the Cabinet Office until December 2021, when all shares were sold to innovation charity Nesta.
BI’s aim was to be the world’s first government institution to use behavioural economics to examine and influence human behaviour, in other words, to “nudge” people into making decisions that are considered better by applying psychology to policy. This can mean prompting people to pay their tax on time or getting people to turn up in court.
In practice, it can mean making recycling bins more eye-catching or to putting a plant-based meal as a default option in a university canteen.
But the Nudge Unit was accused of exploiting scare tactics during the COVID-19 crisis when the government embarked on a major campaign that used adverts with the slogans like: “Stay home to save lives” and “if you go out and spread it, people will die.”
According to the government’s estimate, the information campaign on COVID-19—using every means possible including social media, influencers, radio, TV, and widespread digital marketing—has reached 95 percent of adults on average 17 times per week at the peak—the biggest since World War II.
Ruda suggested that although the tactic could help achieve effects that are “immediately measurable,” they may also cause unintended longer-term effects, such as “worse inter-societal relations and reduced trust in institutions.”