Maximising social distancing has been a critical part of the global response to the spread of Covid 19. The evidence collected during the current pandemic shows that the transmission rate is significantly reduced following intensive social distancing measures. Adherence to social distancing recommendations has been poorer than adherence to other key transmission reduction behaviours such as hand washing. There are a complex range of reasons that are likely to predict why people do not or only partially adhere to social distancing recommendations which can be categorised into Capability, Opportunity and Motivation factors as in the Behaviour Change Wheel Intervention development framework (Michie et al., 2014).
In the proposed project we aim to address the following 3 questions: 1. What are the psychosocial determinants of social distancing (SD) for the general public and for sub-groups (e.g. young adults, older adults)? 2. Do current HSE Covid social distancing communications address determinants of SD? 3. How can communcations be optimised and tailored to sub-groups to ensure maximum adherence to guidelines?
These will be addressed by conducting 3 work packages (WPs). In WP1, we will work closely with the iCARE international study which is a large online survey of public responses to measures established to reduce and slow the spread of COVID-19, including social distancing. We will analyse Irish data, comparing it to data from other countries, to identify the key psychosocial determinants of SD behaviour. This will be followed by a qualitative study to explore the psychosocial deteminants of SD, and how these differ across population sub-groups. In WP3, we will conduct a behaviour change technique analysis of the content of current Department of Health and HSE messaging around SD, to ensure the findings from this research feed into the development of ongoing communication and future messaging about SD.
