Working with Public Health Berkshire, we conducted insight research to inform a campaign to encourage adherence to COVID-19 guidance.More +
We sought to understand how people in Oxfordshire responded to self-isolation and PCR testing instruction, in order to support future communication and planning by the County Council.
Our mission was to generate insight to better understand behavioural tendencies of those asked to isolate or express symptoms of COVID-19; awareness of financial and practical support available during the isolation period; residents’ barriers to testing and isolating effectively; and drivers of non-adherence to COVID-19 guidance in Oxfordshire.
Our research targeted those population groups who tend to demonstrate lower compliance with COVID-19 prevention activities nationally: young people aged 18-29 and residents living in areas with high case rates of COVID-19 or areas of socio-economic deprivation.
Following an initial scoping activity of local and national data, telephone interviews were conducted with target residents in Oxfordshire and analysed with a behavioural science lens.
Using behavioural theories and models, we developed insights about safety behaviours and adherence to testing and self-isolation guidance of residents in Oxfordshire and the particular experiences of our populations of interest.
Our findings fed into 6 actionable recommendations to inform and support future work in Oxfordshire to increase engagement in safety behaviours and adherence to COVID-19 guidance.
We visualised the steps to behaviour change including communications strategies, tone of voice and resource development ideas to help Oxfordshire County Council adapt their approach and support adherence to law, instruction and advice around COVID-19 in 2021.