THE NUDGED-BELIEF: TRIGGER TO PREVENTIVE SBCC ACTION AGAINST COVID-19

Abstract

The Covid-19 pandemic continues to affect humanity incessantly. Even though, vaccine science has been able to lower the curve, yet people's behaviour is far from desired. To address this gap a strategic SBCC strategy is needed to provide a blueprint of manoeuvres needed to motivate individuals to contemplate, prepare, act and maintain preventive behaviours. The current research, carried out with urban adults in Delhi-NCR explored the synergistic approach "Nudged-belief', combination of Health Belief Model and Nudge theory for behaviour change actions. Research results indicated that majority of the participants were well aware of the preventive actions to be taken. Nearly hundred percent of them confirmed that when nudged to take the action, there are high chances they would go for it. Approximately 90% of them confirmed using a sanitizer, if placed at their building entry; wearing mask before going out, if kept handy or following social distancing norms, if a circle was drawn at grocery store. Participants believed that when visibility of preventive actions to be taken is increased, they would follow them. Thus, study reaffirms the potential of nudging in behaviour change. The study recommends innovative-nudging and creative-communication to motivate people to adopt preventive actions, thereby managing the pandemic's destructive mode with science of human behaviour.