"The British public’s widespread compliance with lockdown restrictions and the subsequent vaccine rollout has been the most remarkable aspect of the coronavirus crisis.
The removal of our basic freedoms — in the form of lockdowns, travel bans and mandatory mask wearing — have been passively accepted by the large majority of people. Furthermore, the proportion of the general public expressing a willingness to accept the Covid-19 vaccines has been greater in the UK than almost anywhere else in the world. But has the government achieved this widespread conformity through the unethical use of covert psychological strategies — “nudges” — in their messaging campaign?
The public were bombarded with fear-inducing information with the help of the mainstream media
A major contributor to the mass obedience of the British people is likely to have been the activities of government-employed psychologists working as part of the “Behavioural Insights Team” (BIT). The BIT was conceived in 2010 as “
the world’s first government institution dedicated to the application of behavioural science to policy”. In collaboration with governments and other stakeholders, the team aspire to use behavioural insights to “
improve people’s lives and communities”. Several members of BIT, together with other psychologists, currently sit on the
Scientific Pandemic Insights Group on Behaviours (SPI-B), a subgroup of SAGE, which offers advice to the government about how to maximise the impact of its Covid-19 communications.
A comprehensive account of the psychological approaches deployed by BIT is provided by an Institute of Government document titled
MINDSPACE: Influencing behaviour through public policy, where it is claimed that these strategies can achieve “low cost, low pain ways of ‘nudging’ citizens … into new ways of acting by going with the grain of how we think and act”. Several interventions of this type have been woven into the Covid-19 messaging campaign, including fear (inflating perceived threat levels), shame (conflating compliance with virtue) and peer pressure (portraying non-compliers as a deviant minority) – or “affect”, “ego” and “norms”, to use the language of behavioural science.
Behavioural scientists know that a frightened population is a compliant one, so this was exploited as a way of compelling us to abide by the coronavirus restrictions. The
minutes of the SPI-B meeting on 22 March 2020 stated: “The perceived level of personal threat needs to be increased … using hard-hitting emotional messaging.” Aided by the mainstream media, the British public were subsequently bombarded with fear-inducing information, images and mantras: Covid-19 daily death counts reported without context; inflated predictions of future casualties; recurrent footage of dying patients in Intensive Care Units; and scary slogans like, “If you go out you can spread it”, or “People will die”, often accompanied by images of emergency personnel wearing PPE.
We all strive to maintain a positive view of ourselves. Utilising this human tendency, behavioural scientists have recommended messaging that equates virtue with adherence to the Covid-19 restrictions, so that following the rules preserves the integrity of our egos while any deviation evokes shame. Examples of these nudges in action include: slogans such as, “Stay home, Protect the NHS, Save lives” and “Protect yourselves, Protect your loved ones”; TV advertisements where an actor tells us, “I wear a face covering to protect my mates”; the pre-orchestrated Clap for Carers ritual; ministers telling students not to “kill your gran”; and close-up images of acutely unwell hospital patients with the voice-over, “Can you look them in the eyes and tell them you’re doing all you can to stop the spread of coronavirus?”