Research Qualitative - Washington State Department of Health

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Qualitative ResearchCOVID-19 Behaviors, Barriers, Motivators and Messaging to Inform Social Marketing Recommendations

Prepared for the Washington State Department of HealthC+C | September 2020

Table of Contents

Background 1

Secondary Research 1Secondary Research Approach 1

Secondary Research Results 1

Primary Research 6Priority Audience 6

Participant Recruitment & Profiles 7

Research Methodology 8

Approach 8

Executive Summary of Top 9 Key Themes 9

Findings 11

Emotional Landscape for Key Behaviors 11

Young Adults 11

People with Conservative Values 17

Barriers and Motivators 23

Analysis and Synthesis of Barriers 24

Analysis and Synthesis of Motivations 37

Response to Ads 43

Appendix 1: Screener 50

Appendix 2: Discussion Guides 58

Appendix 3: Feelings Wheel 90

Appendix 4: Debrief Templates 92

1WASHINGTON STATE DEPARTMENT OF HEALTH | QUALITATIVE RESEARCH REPORT

BackgroundC+C was contracted by Washington State Department of Health, WA DOH, to develop a social marketing campaign designed to help flatten the COVID-19 curve in Washington through increased adoption of the behaviors that have been identified as most effective at controlling the spread of the virus. The overall purpose of this campaign is to save lives.

To do this effectively, the team needed to gain a deeper understanding of the priority audience. In other words, they needed to find out who, among the population in Washington, is not adopting the behaviors. Once the priority audience was identified, the team needed to understand their barriers and motivations to adopting the behaviors. These key pieces of information are foundational for a successful social marketing campaign, and the team was asked to design and conduct secondary and primary audience research to answer these questions.

Secondary Research Secondary Research ApproachTo define the priority audience, identify key behaviors to focus on and understand their barriers and motivators, the team conducted a secondary research review using the following sources:

› Government data and research.

› Academic research.

› Public health and health behavior studies.

› Various consumer polls and message testing results.

Secondary Research ResultsDefining the Priority AudienceOur objective was to identify the priority audience in terms of demographics, behaviors and attitudes. Our initial findings indicated two audience types:

› Those that may require structural or policy interventions, such as WA residents with poor social determinants of health, essential workers, front line workers, those with multi-generational family care responsibilities and those living in high-density (urban) areas. While this audience is important, it was not chosen as the priority for the research since communications-based strategies are less likely to impact the structural barriers these audiences face.


› Those who may require communication-based interventions, such as people with a low level of health literacy and people who have the ability to follow COVID-19 prevention behaviors, but don’t.

The secondary research indicated that the following attributes were more likely to characterize those who have the ability to follow COVID-19 prevention behaviors, but don’t:

› People with conservative values (white, young men in particular).

› Single men.

› Young adults (18 – 24).

› People living in counties with few cases.

Based on these findings, the team set out learn more about the attitudes of young adults (18 – 24) and people with conservative values relative to COVID-19 and the key behaviors.

The team found that young adults (18 – 24): › Have suffered significant disruption in lifestyle during COVID-19.

› Require social connections to feel secure about their identity and place in the world (developmentally).

› Feel that adults haven’t protected them from serious threats such as climate change, school shootings and mental health.

› Are in a mental health crisis – 50% have depression/anxiety and suicide is the #2 cause of death.

› Complied early with key behaviors because they felt a sense of “togetherness” to defeat COVID-19.

› Have concerns about the impact of COVID-19 on their education.

› Are more concerned about the impact of COVID-19 on loved ones and American society rather than themselves.

The team found that people with conservative values: › Have a strong sense of personal freedom.

› Feel a responsibility and are motivated to help those who they think have made sacrifices for the community (police, firefighters, healthcare workers, veterans).

› More often misunderstand and are misinformed about how the virus and protective measures work than other populations surveyed.

› Men in this group tend to see wearing a mask as shameful, not cool, a sign of weakness and a stigma.

› Are very community minded, They want to do their part to help protect their community.


These attitudes helped to explain why these audiences are less likely to comply.

Identifying Key BehaviorsOne of the goals of the research was to focus on behaviors that:

› Could have a large impact on the COVID-19 curve.

› Are currently lacking in compliance by the priority audiences.

We used secondary research to better understand which behaviors fall into the above categories for each of the audiences. The following key behaviors were identified:

› Wearing a mask.

› Physically distancing.

› Gathering in groups of five or less.

› Gathering outside.

› Washing/sanitizing hands before, during and after being out in public.

The way people gather was seen as more of a problem among young adults. As such, wearing a mask and physically distancing were included as key behaviors for both audiences. However, for young adults, gathering with five people or less, outside was included, and washing/sanitizing hands was included for people with conservative values.

Understanding Barriers and Motivators for the Priority AudienceOne objective of the secondary research was to identify barriers and motivators that we could test with our priority audience. Based on the literature, the team compiled potential barriers and motivations to complying with key behaviors for each audience. These barriers and motivators are summarized in the tables below.


KEY BARRIERS

BARRIER CONSERVATIVE VALUES

YOUNG ADULTS (18-24)

Isolation

Disillusionment

Loss of control

Value personal freedom

National leadership

No personal connection to someone with COVID-19

Believing inaccurate information

Understanding how the virus works

Anchor bias & changing information

KEY

Low High


KEY MOTIVATORS

MOTIVATOR CONSERVATIVE VALUES


Protecting inner circle

Moral certainty

Simple steps for safe in-person socializing

Protecting Americans, friends & family

Faith that they can make a difference

Shared purpose/common good

Social norms among peers

Understanding how the virus works

KEY

Low High


Primary Research ObjectivesThe objective of the primary research was to understand barriers and potential motivations to complying with COVID-19 preventative behaviors among the two priority audiences in a way that:

› Drives clarity about if/how barriers and motivations are different for the two audiences and key behaviors.

› Helps to assess which barriers and motivations are strongest by audience and key behavior.

› Provides direction for messaging context, tone and feel for both audiences.

› Provides insight into how likely the audience segments would be to change their behavior.

This information will be used to create an effective social marketing campaign that increases compliance by the priority audiences and helps to flatten the COVID-19 curve.

Priority AudienceThe team agreed that the primary research should explore two priority audiences:

› People with conservative values age 18 – 45 (PWCV).

› Young adults age 18 – 24 (YA).

To ensure participants had relevant behaviors/experiences, all participants had to claim that they:

› Leave their home two times a week or more for things other than work.

› Don’t always comply with the key behaviors.

The team also included participants from rural and urban/suburban geographies in both priority audiences. There is a trend that people from rural locations are less likely to comply with wearing masks. However, rural populations tend to be more difficult to recruit for this type of research. This ensured that we would hear from at least some rural residents.

Finally, both audiences included some people who identified as African American/Black, Asian and Hispanic/Latino.


In the young adult audience: › People with both conservative and liberal values were included because

we wanted to make sure the focus was age, not viewpoint.

› Women and men were included in an even split for the same reason.

In the people with conservative values audience: › More young men than women were included, and no one over 45 was included,

because we know young men in this group are the key demographic for this research.

Participant Recruitment and ProfilesThe team contracted with Focus Vision to manage the recruitment of participants using a screener. The screener is located in Appendix 1. The tables below summarize the participant profiles based on the recruitment criteria.

Rural Urban & Suburban

Values Men Women Men Women

Conservative 2 3 4 4

Liberal 0 2 3 3


Age Men Women Men Women

18 - 29 1 3 8 3

30 - 45 1 3 2 5

PEOPLE WITH CONSERVATIVE VALUES (N=26)

YOUNG ADULTS, 18 - 24 (N=21)

1 African American/Black, 1 Hispanic/Latinx, 2 Asian, 2 Pacific Islander

1 African American/Black, 2 Hispanic/Latinx, 3 Asian, 1 Pacific Islander


Research MethodologyThe team conducted a 4-day, on-line qualitative research study with 47 research participants using the Revelation™ platform. Each participant was expected to spend 30 – 45 minutes per day completing research activities. This methodology was recommended because:

› Qualitative is designed to get at the underlying “truths” of the priority audience in ways that quantitative cannot.

› There are already many organizations conducting high-quality quantitative research on COVID-19.

› Participants feel comfortable sharing their opinions in this platform because:

• It has a look and feel similar to social media platforms.

• Participants participate from the comfort of their homes, at times that are convenient for them.

• 24/7 Technical Support is available to all participants.

• Designed to function on laptops, tablets and smartphones.

› We can “speak” to participants from a wide geographic area at the same time.

› We can reach multiple audience types simultaneously.

Because the topic of compliance with key COVID-19 safety behaviors can be emotionally charged, the research was conducted as a series of one-on-one discussions where participants could not see or respond to one another’s comments.

In alignment with equity and industry standards, the research firm compensated participants who completed all research activities $150.

ApproachA high priority for this research project was being able to review research results as quickly as possible. To enable this, the team conducted participant recruitment and research simultaneously. Instead of recruiting all the participants and then conducting the research, participants were brought into the research platform as soon as they agreed to participate.

Each week, for three weeks, the team reviewed the findings with the WA DOH team. This process is illustrated below.


To meet all the research objectives, the team crafted a discussion guide that had 4-days of research activities. These activities were designed to keep participants engaged while providing insights that meet the research objectives. The diagram below summarizes the research activities. For details, please see the discussion guides in Appendix 2.

Executive Summary of Top 9 Key Themes1. People want this over with: People know about the desired behaviors and they want

to do the right thing. Both audiences are really tired of COVID-19 and they just want it to be over so things can go back to “normal.”

2. People are justifying: When people from both audiences don’t comply with the behaviors, they justify why. They are thinking about compliance to multiple behaviors in terms of perceived risk and seem to use their own “formula” for determining which

Week 0

Week 1

Week 2

Week 3

Week 4

Week 5

• Screener written and approved

• Discussion guide written, approved an uploaded

• First topline

• Second wave of respondents complete research activities

• Executive summary presentation

• Wrap-up loose ends with respondents

• Second topline

• Third wave of respondents complete research activities

• Start recruitment

• First wave of respondents complete research activities

APPROACH DIAGRAM

DAY 1 DAYS 2 & 3 DAY 4

› Introductions

› Current attitudes about key behaviors

› Situational analysis of their own compliance with key behaviors

Response to 3 ads per audience

› Informative

› Relevant

› Believable

› Engaging

› Motivating

For 3 Key Behaviors

› Self-assessment of barriers – which ones best reflect their perspective

› Projective techniques to drive out more potential barriers and motivations


behaviors to comply with in any given situation. They think they will be okay if they do one or two of the behaviors. They don’t see them as a package of behaviors that should be done all together.

3. Wearing masks has a strong emotional toll: Wearing a mask makes people from both audiences feel bad because it’s hard to communicate verbally and via facial expressions. Masks are also physically uncomfortable, which was another strong barrier for both audiences.

4. Long distance is tough: Physical distancing is also a difficult behavior emotionally, although not as difficult as wearing masks. Both audiences are somewhat accepting of this behavior and have used it in relation to other viruses. However, they justify not complying with physical distancing with close friends and family members they don’t live with.

5. Washing/sanitizing hands is already a habit: Washing/sanitizing hands before, during and after being out in public is perceived differently than the other key behaviors in this study. There are not strong barriers except for the physical ones (no washroom or sanitizer on hand). And, people think they already do this behavior – it’s something that is expected when fighting a virus.

6. Don’t underestimate peer pressure: Implicit social contracts and peer pressure are strong barriers for young adults but also exist for people with conservative values. These social contracts exist within families and among friend groups. People want to see that others are complying with the key behaviors and that they are not the outlier. This is both a barrier and a potential motivator for both audiences.

7. Lack of trust is preventing adoption: Barriers that are stronger among people with conservative values include the perception of inconsistent information which is driving doubt, a lack of trust in the messengers which leads to feeling manipulated and the belief that the behaviors aren’t worth the cost to society.

8. Mandates work: People with conservative values are motivated by mandates – they tend to be rule followers and will comply with a mandate because they want to be a good citizen, even if they don’t agree with the behavior.

9. Using a variety of messaging tones if effective: The audiences reacted well to different messaging tactics. People with conservative values reacted well to the straightforward educational style of messaging. Young adults can tell and react well when the messaging and visuals are crafted to them and are empathic to how they are feeling. Scary messages are polarizing – some react well, others are turned off.


FindingsEmotional Landscape for Key BehaviorsAs a way to better understand how participants were feeling about the key behaviors included in this study, we had them complete two activities for each behavior:

› Identify how they would feel if they did the key behavior whenever they were outside of the home.

› Write a list of pros and cons for each behavior.

To help participants be specific about how they feel, moderators used a “feelings wheel,” which is located in Appendix 3. The feelings wheel organizes feelings based on six higher order feelings: love, fear, anger, joy, sadness and surprise.

Young AdultsWearing A MaskAlthough young adults find wearing a mask to be difficult physically and emotionally, they are hopeful that wearing masks will help to assuage the pandemic. They have higher order feelings of anger, sadness and fear about wearing masks because:

› They make it difficult to breathe, it’s uncomfortable.

› It’s a hassle to remember and inconvenient if it’s forgotten.

› Masks make social interactions challenging – it’s hard to hear people, and they can’t see facial reactions.

› It’s frustrating to see others not wearing masks.

› It’s isolating to be the only one wearing a mask.

Young adults have the higher order feelings of joy and love about wearing masks because:

› It makes them feel hopeful that wearing masks will stop the spread.

› They feel satisfied knowing that they are doing their part to slow the spread.

› It shows compassion and caring for others.

› Some feel at peace with the reality of having to wear masks.


“ It’s just something we’re not used to. I’ve also forgotten my mask and had to drive back home just to get some cereal from the store.”

“ I can’t stand it. Can’t breathe, can’t hear anyone when it’s so muffled and I think it’s pointless. I miss seeing people smile.”

“ If I were the only person in a group to wear a mask, I might feel isolated or uncomfortable”

“ I know that wearing a mask helps people stay safe! Wearing a mask around elderly and vulnerable people is a compassionate thing to do.”

“ It makes me hopeful that I can do something to improve the situation.”

“ Honestly I mostly enjoy wearing a mask because I feel like a superhero.”

WEARING A MASK (YOUNG ADULT 18-24)


Physically DistancingYoung adults say that physically distancing takes a toll on their mental health, but the benefits are understood. Physically distancing makes them have the higher order feelings of anger, sadness and fear because physically distancing:

› Makes them feel lonely and isolated.

› Makes it awkward to greet and say goodbye.

› Is frustrating when they can’t hug and be physically close to friends.

› Can be hard to do – can’t always judge accurately and sometimes don’t have room.

› Makes them feel annoyed when aren’t complying.

› Reminds them of the situation, causing anxiety.

Physical distancing makes them have higher order feelings of love and joy because it:

› Demonstrates compassion by caring for others.

› Sends the right message to others about compliance.

› Feels safe, without feeling invasive.

› Seems logical that it can help end the pandemic, keeping away from others when they are sick.

Some even prefer to stay distanced from others because they are introverted or like their personal space.


“ Trying to maintain 6ft of distance from others makes me anxious when I’m at the grocery store or any other public place where there’s lots of foot traffic. Constantly being aware of who’s around me and who’s getting too close to me is overwhelming and it makes me feel out of control.”

“ It’s annoying to constantly feel like you have to make sure you are keeping a proper distance from others. Going out in public doesn’t feel relaxed anymore.”

“ I don’t mind standing 6ft away from strangers, but I don’t like having to

distance from my friends. It makes it so hard to interact and doesn’t feel natural.”

“ Sometimes I feel like people are standing too close to me and there’s a lot of relief when there are markers on the floor to show how far to stand.”

“ I would feel happy because sometimes it could be an elderly person or someone who has more complicated health issues who are next to me and I would be happy to know that I couldn’t get them sick if I keep my distance.”

PHYSICALLY DISTANCING (YOUNG ADULT 18-24)


Gathering with Five People or Less, OutsideYoung adults say that limiting gatherings is hard to execute, but that they try to comply as a way to be a good community member. Gathering with five people or less, outside makes young adults have the higher order feelings of sadness and fear because:

› It’s annoying not being able to gather with more than 5 people – it’s difficult to coordinate.

› It’s uncomfortable having to say no to gatherings or limiting gatherings, because they don’t want to hurt someone’s feelings.

› They are disappointed that “normal” activities can no longer happen.

Young adults have the higher order feelings of joy and love about gathering with five people or less because:

› They are happy to do what they can to slow the spread of COVID-19.

› The nice weather has made it easy and enjoyable to gather responsibly and safely.

› Any kind of socialization is welcome.

Some people said that they already prefer smaller gatherings to large ones.


“ If I had a birthday I’d hate to have to pick and choose between seeing my few friends or my family since I wouldn’t be able to have them all in the same place.”

“ I’d be disappointed because I wouldn’t get to go out and do anything that I would normally do, like going to the movies or going out to get food with friends.”

“ I feel a lot of grief because I have a lot of friends and we love to get together in big groups both in indoor and outdoor spaces.”

“ If gathering with more than five people is going to decrease the virus, I’m more than happy to comply.”

“ It’s fun to have a reason to spend more time outside. I also like that now that we can gather outside, there is less social distancing, but there can still be physical distancing. It feels like we’re getting back to normal.”

SMALL GATHERINGS(YOUNG ADULT 18-24)


People with Conservative Values

Wearing A MaskPeople with conservative values wear masks reluctantly and it is a primarily a negative experience for them. Wearing a mask cues higher order feelings of anger, sadness and fear because:

› It’s a reminder that they might give COVID-19 to someone or get it themselves.

› It adds to isolation, hindering communications and socialization – leading to depression.

› It causes a loss of control and a feeling that they are being manipulated.

› It’s just uncomfortable.

However, they try to comply, reluctantly, because:

› It feels good to know that they might be helping keep others safe.

› Doing this will hopefully help to end the pandemic.

› It can provide a sense of security/safety about not getting or spreading COVID-19.


“ Wearing masks makes it feel like a dangerous, hostile world.”

“ Hiding people’s faces does increase the feeling of isolation.”

“ It’s panic inducing because it’s a constant reminder of what is happening – I feel like people are mistrusting of each other and constantly checking each other’s mask situation.”

“ Sometimes when I’m out and about I get nervous about who I might interact who isn’t using proper judgment.”

“ It’s a huge infringement on my rights.”

“ Even though I don’t like wearing one, I wear it anyway because there is only so much I can personally do to help the situation.”

WEARING A MASK (PEOPLE WITH CONSERVATIVE VALUES)


Physically DistancingPeople with conservative values say that physical distancing can be difficult, but not as emotionally distressing as wearing a mask. They have higher order feelings of fear and anger about physically distancing because:

› It’s lonely and isolating to have to avoid people.

› It’s awkward to greet and say goodbye to people.

› It’s frustrating not being able to be physically close to people they love.

› It’s hard to do – can’t always judge accurately and sometimes don’t have room.

› Can’t control others, who may not be complying.

› It’s a reminder of the situation, which causes anxiety.

They have higher order feelings of joy and love about physically distancing because:

› It demonstrates compassionate by caring for others.

› It feels safe without feeling invasive (like masks).

› It seems logical – stay away from someone sick.

› It’s one way to end the pandemic.

Some people don’t like being near others anyway, so this is a welcomed behavior.


“ I feel depressed, feeling like I was helpless in regards to how lonely I felt and constricted in not being able to live my life the way I want.”

“ Agitated, it is completely impossible to be ALWAYS 6 feet apart. I don’t want someone in the grocery store to brush my arm, but really? Six feet?”

“ I’m angry that I even have to do this.”

“ Panic is a strong word, but a small amount of panic is felt when you are in a place where it is deemed dangerous to be within 6 feet of other people.”

“ I find it hard to believe that while passing someone on the sidewalk, or a hiking trail, being a few feet further away will make any difference.”

“I feel like I am caring about others and not just myself.”

PHYSICALLY DISTANCING (PEOPLE WITH CONSERVATIVE VALUES)


Wash/Sanitize Hands before, during and after being out in PublicHand sanitizing/washing is important to people with conservative values and they think they are doing a sufficient job of it. People with conservative values aren’t particularly bothered by washing/sanitizing hands, but some have higher order feelings of anger and fear because:

› They are worried that too much hand washing causes problems with immunity.

› They are worried that they aren’t doing it well enough to get rid of all the germs.

› Others are worried that they will forget or leave their hand sanitizer at home.

Most people with conservative values have higher order feelings of joy and love about washing/sanitizing hands because:

› It is something that people think they are already doing – and doing correctly.

› It’s a well-accepted approach to managing germs in general, and especially viruses.

› It protects self and others.


“ I feel this way [panic] when I desperately need to touch my face or eye and my hands aren’t clean or I’m unable to sanitize or clean when I’m in public.”

“ I feel anxious until I wash or sanitize my hands because this wave of fear has been pushed into the state.”

“ Concern that I didn’t sanitize enough … This pressure to catch all the germs is a bit stressful at times.”

“ Am I killing beneficial germs? Am I causing my child to be paranoid – is it doing irreparable emotional damage or changes to my already anxious child – is it worth the cost?”

“ We should be doing this anyway…washing your hands is what stopped the spread of disease in old times.”

“ [Washing/sanitizing hands] is something practical I can do to protect myself and others and still get out of my house when needed.”

WASH/SANITIZE HANDS(PEOPLE WITH

CONSERVATIVE VALUES)


Barriers and MotivatorsApproachWe used a number of different exercises designed to assess emotional and physical barriers and motivators for each of the key behaviors. These exercises are summarized below. For more detailed information about these exercises please see the discussion guides located in Appendix 2 and the de-brief template that was used to lead the exercises in Appendix 4.

TYPE OF ACTIVITY METHODOLOGY OF ACTIVITY

RATING AND RANKING BARRIER STATEMENTS(YA & PWCV; all behaviors)

› The team used the results of the secondary research review to create barrier statements for each behavior.

› Research participants were then asked to rate each barrier statement on a scale from 1 to 10, where 1 was ‘not at all’ and 10 was ‘completely’, based on how well each statement reflected their perspective.

› Participants then selected the three statements that best reflected their perspective and explained why.

The barrier statements can be found in the discussion guides in Appendix 2.

TIME TRAVEL ACTIVITY (YA & PWCV; all behaviors)

Participants were asked to imagine that we were having a discussion one year in the future, and that they wished they had done the specific key behaviors more often than they did over the past year. They had to explain what happened that caused their future self to regret not complying with the behaviors.

LETTER WRITING ACTIVITY(YA & PWCV; masks)

Participants were asked to write a letter that would convince someone similar to themselves to wear a mask most of the time when they are away from home.

PICTURE PROJECTION ACTIVITY(YA & PWCV; physical distancing)

Participants were provided with a series of random images and were asked to select the three that best reflected what the benefits of physical distancing are.


CREATE A MEME ACTIVITY(YA; gather with less than 5 people)

Participants were asked to create 3 memes about gathering with five people or less, outside: one that explained what would cause them to do this more often, one that expressed how it would feel to tell their friends that they were going to do this and one that expressed the impact of doing this.

WRITE A SHORT STORY ACTIVITY(PWCV; wash/sanitize hands)

Participants were asked to write a short story explaining the events that would lead up to their decision to wash/sanitize their hands before, during and after being out in public more often.

Analysis and Synthesis of BarriersThe barriers that emerged tended to fall into one of three categories:

› Barriers that are founded in social constructs, attitudes and beliefs. These barriers tended to exist within both young adults and people with conservative values, however not necessarily with the same intensity.

› Barriers that are circumstantial in nature. These barriers had more to do with the limitations of the immediate surroundings.

› Barriers that are a result of personal judgment and habits.

The following barriers are those that are founded in social constructs, attitudes and beliefs.

Justification Participants know the behaviors they should do to help reduce the spread of COVID-19. They do care and have heard the message of what they are supposed to do. However, they are often confused about the combination of the behaviors, such as, when to do what. They tend to justify when they are not doing a key behavior by assessing a scenario to determine what they think is an acceptable behavior based on the following factors:

› Who is there? Are they people I know and trust? Will they judge me or accept me? Do I think they have been “following the rules?”

› Am I inside or outside?

› What are other people doing? – wearing masks, physical distancing?

› What is the size of crowd?

› What does the physical space enable/allow?

› Is there a mandate in this space?


Here is a meme that one young adult created that demonstrates the dilemma they face when trying to socialize.

Three patterns of justification emerged:Balancing behaviors: They know all of the factors below are important, and they pick a few to do.

› LOCATION: Outside is better than inside.

› PHYSICAL DISTANCE: Keep six feet apart.

› MASKS: Wear them!

› CROWD SIZE: Five people or less.

“Everyone was really far apart and we were outside so I felt comfortable with the fact that people weren’t wearing a mask.”

“At Alki Beach, we didn’t wear a mask when sitting by the water since it was outdoors and there were no others within the 6 feet.”

“My friends and I feel safer if we are outside and are more likely not going to wear one if we are outside.”


“All of us are healthy individuals, and we don’t go out much. When we do, we always wear masks and make sure to wash our hands.”

“I went to my grandmothers house where we had our usual Sunday night family dinners. There was more than 5 people…. No one wore a mask not even myself because it was a secluded area where there

were no other people other than those I referred to being there.”

“If I am in an enclosed space or a building and there are people I’m not related to there, I wear a mask.”

“I think [wearing a mask] is way more important when you visit a public place indoors, and you can’t maintain social distancing.”

Familiarity: When I’m with people I know and trust, I can relax the rules.

› FRIENDS: Those in my immediate “bubble.”

› FAMILY: Immediate and extended.

The ‘pick two’ rule: I think it’s safe to pick one or two out of three behaviors.

› WEAR A MASK. › PHYSICALLY DISTANCE. › GATHER WITH SMALLER GROUPS.


“For the gym? Only few wore masks. But there would be only 5-10 people in the gym at a time.”

“At the gym I wore my mask about 80% of the time. When I was on a machine and really breathing hard, I tucked it under my chin as

I was a safe distance away from others.”

“We all have the same opinion with the mask mandate so when we are together no one wears a mask.”

“My friends and I don’t really discuss mask wearing. We are all really good about mask wearing so there

is never really a need to discuss it.”

Implicit Social ContractsA social contract is a construct about how a person’s moral and/or political obligations are dependent upon an actual or hypothetical contract or agreement among the members of a society. An implicit social contract is an unspoken social contract. Implicit social contracts exist in friend groups, families and broader communities.

Young adults in particular don’t tend to have explicit conversations before they congregate to determine their group’s ‘moral obligation’ relative to the key behaviors. They assume that others in their friend group share their own position on the necessity of complying with all key behaviors. When a member of a friend group sees others not complying with key behaviors, they assume the whole group is aligned. They are reticent to speak out against their peers because:

› Challenging friends risks rejection.

› They don’t want to hurt others’ feelings.

› They want to demonstrate trust and support for their friends.

› They don’t want to stand out in a crowd as the outlier.

› They don’t want to be rude, which breaks a broader societal contract.


“We don’t [wear masks when we are together] for the most part… I think this is due to an understanding that we have all distanced

and don’t spend too much time together.”

“When I am around only my friends, we don’t usually wear masks. If there are others around I will wear a mask. …If there are no other people around and my friend isn’t wearing a mask

I will not wear one either.”

Families have their own unique social contracts and structures. These can be based on long-held family traditions, religious influences, cultural norms and the immediate community’s expectations of familial roles and responsibilities. Family members’ interactions are often influenced by these implicit social contracts. Participants found it hard to conform to key behaviors at family functions because:

› Milestone celebrations are hard to avoid without being seen as disrespectful, especially to elders in the family.

› Saying no to family risks rejection from our first and strongest social bonds.

› In fact, often times the expectation is that family obligations outweigh personal choices. This is demonstrated by the quotes and the meme created by one of the young adult participants.


Finally, broader community social contracts can be a barrier to complying with key behaviors. For example, in our research we saw less resistance to physical distancing and washing/sanitizing hands because both of those behaviors are seen as “normal” ways to stop the spread of a virus. Wearing a mask is a new behavior and that contributes to some people’s skepticism. Breaking with the norms of a community is a barrier because it can result in:

› Being ostracized.

› Labeled as rude.

› Alienation from some members of the group.

“My family is Latin, meaning we throw a lot of parties and congregate often. It’s very hard and considered disrespectful

to skip these events.”

“I basically had two family reunions this year…neither were canceled. It is hard to say no to that, especially when my grandparents are the

ones planning them and they are the ones that are the most risk, but they don’t care.”

“At the family gathering I mentioned, we were celebrating a birthday and my family would have taken it as rude if I had

refused to participate...”

“We had a family member have a quinceñera in July and I wasn’t really comfortable with the idea… but it was going to be outside so I

felt a little better about it. I felt obligated to go to that party.”


Seeking Relief from Anxiety and DepressionThe changes to how we socialize due to COVID-19 are causing people to feel social isolation. All three key behaviors studied with young adults (wearing masks, physically distancing and gathering with five people or less, outside) contribute to social isolation and can be particularly hard on this age group, as they have a developmental need for social interaction.

› MASKS: Make it hard to read facial expressions and to share a smile.

› PHYSICALLY DISTANCING: People are missing physical touch with friends and family.

› GATHERING WITH FIVE OR LESS, OUTSIDE: Choosing who to meet with among friends is stressful.

Participants reported feeling elevated levels of anxiety and depression. Thus, seeking relief from anxiety and depression is a barrier to complying with the key behaviors.

“When I social distance, it’s harder for me to go out like I used to anyways. I get in my head and make

up scenarios as a part of anxiety. So sometimes me ‘trying’ is

doing so online.”

“I need a social outlet to be with friends or else I start feeling very

sad and empty.”


“This image reflects the emptiness of being

socially distanced.”

Inconsistent InformationThe confluence of the evolution of scientific information and the resulting changing advice results in people hearing inconsistent information about COVID-19. Participants also say they trust scientific information, but they simply don’t know what sources to trust to bring them the most accurate information. They feel that many of the studies they hear about seem to contradict each other.

These inconsistencies cause participants to feel skeptical about the validity of information and confused about what they really need to do relative to the key behaviors. Even seemingly reliable sources of information change recommendations over time.

“I know that there is a lot of conflicting information out there about what masks are useful and which are less than helpful or useless.”

“They’ve contradicted themselves from the start. The thing that made me question their judgment the most is people were being detained for having picnics in parks with their family, while 85,000 people

protested in downtown Seattle [is okay]... It’s hypocritical.”


“I would say the misinformation just comes from sources that claim they are credible and that the science has been done… and then

they backtrack and say that their information was false or that they made a mistake.”

“I think knowing the “why” behind rules that might otherwise seem arbitrary helps reinforce the importance of following them.”

The Messenger Outweighs the MessageMany participants, especially people with conservative values, think that COVID-19 is being politicized. They believe that communications regarding COVID-19 are being leveraged by politicians/political parties to meet their own agendas. Some have commented that COVID-19 is being used to distract people from other, more important issues. This leaves many participants feeling manipulated.

A number of participants have also expressed that the way these new measures, especially wearing masks, are being implemented puts their rights at risk.

“There’s an infamous statement from them stating how the virus was non transmissible from human to human. Since then, they have not acted in good faith on multiple other occasions and I do NOT trust

the head of the WHO who’s not even a medical doctor.”

“I feel like people are pushing information out there that drives support to their agenda.”

“I do think that there are things going on right now that are meant to distract us from what’s really happening…. Certain politicians are not

being reprimanded for their crimes… Yet there doesn’t seem to be a very big focus on that. They’re only seems to be a focus on the fact

that somebody in a small town of Washington is not wearing their mask and is endangering people.”


“When all this started they asked for 2 weeks to get their shit in order to flatten the DEATH curve, now they’ve been dragging it out for

months for political gain and authoritarianism and keep moving the goal posts to fit their narrative that it’s somehow for our own good.

“I believe that wearing masks, distancing, etc. perpetuates fear. From a national perspective, the democrats certainly benefit if our economy is depressed…. If things are going terribly then perhaps more citizens

will be hoping for a change to a different president.”

This letter from one of the research activities clearly articulates the impact of inconsistent information and how the messenger can outweigh the message.

I am writing to ask you to please wear a mask whenever you go out. I understand that it is uncomfortable and an inconvenience. And yes, I agree that it seems like the government should allow individuals to make their own choices when it comes to CORONA safety. I, like you, have believed that if people were forced to critically assess risk for themselves and deal with the consequences when they make bad decisions, that we might actually build a stronger society.

Does it sometimes feel scary when no one around you asks “Is this really in my best interest” and “Do these policies achieve the greatest good for our state?” before blindly accepting the decisions made by a very few people? I know that you feel these leaders have a very different worldview than you- but perhaps we should give them the benefit of the doubt? I’m not suggesting that you should wear a mask simply because “it is the decent thing to do” or worse “just to be on the safe side.” We should not make decisions based on simply the POSSIBILITY of avoiding risk. We must know for certain that this is the best course of action. If credible science is suggesting that this will protect us, and that the level of protection provided by masks is significant enough to offset the downsides (like discomfort, and the strange barrier it puts between us and the others around us) then we must consider wearing it whenever we go out of the house. Do you think that you could commit to wearing a mask whenever you go out of the house- at least until next summer? Then at that point we can re-visit whether the masks are still necessary.


I know that you HATE the phrase “new normal” and it makes you want to vomit when you think about this weird reality being normal. I would suggest that we don’t need to accept the normal in order to go along with the mask mandate for a limited amount of time. Instead of looking at this as an indefinite change- try thinking of it as a short term commitment. I will support you in this change, and even give you a box of disposable masks to keep in your car. They are actually pretty breathable!

The Behaviors are not Worth the Impact on SocietyParticipants expressed concern that the impact of doing the key behaviors for this extended time will have a detrimental effect on the “American Psyche” and our way of life. Specific issues that were raised include:

› The current atmosphere of fear is unhealthy and contributing to divisive conversations.

› The absence of normal social interactions is doing harm to people’s mental health.

› The consequences on the economy are harsh, particularly for local and small businesses.

This barrier was raised by both young adults and people with conservative values. However, it seemed more intense among people with conservative values.

“I avoid going to places because I don’t want to adhere to all the new rules and witness the panic people live with now.”

“When social distancing started, people lost contact in all forms. I think that some people still haven’t come out of that mindset and that makes it really hard as far as depression and anxiety are concerned.”

“[The cure is worse than the disease] The business closing etc. The schools closing. Hospitals furloughing their staff.”

“I believe that wearing masks, distancing, etc. perpetuates fear.”


The following barriers are those that are circumstantial in nature.

Physical DiscomfortSome of the key behaviors have potential to cause physical discomfort.

› Wearing masks makes it hard to breathe, and can cause skin issues.

› Washing/sanitizing hands can cause hands to be chapped.

› A number of people also expressed concern that they would hurt their immune system by over-washing.

› Physical distancing can be uncomfortable when there is limited space, like in a narrow aisle of a store.

Venue InfluencesThere are times when the location or venue has limitations that make it difficult to comply. Specific examples include:

› When passing others on a narrow hiking trail there might not be enough room to remain six feet apart.

› Some venues may be set up in a way that makes physical distancing difficult.

› Some venues don’t have restrooms available for hand washing.

› Some venues don’t make sanitizer available.

Other People’s BehaviorSome participants commented that they do not have control over how other people behave which impacts their ability to comply. For example:

› There are times when other people don’t seem to make an effort at physical distancing, and it takes 2.

› When other people aren’t wearing masks, it makes some participants feel like the mask they are wearing is pointless.

› If someone goes to a social event that was supposed to be a small group, but more people show up, it’s not always easy to leave or take other precautions.

The following barriers are those that are a result of personal judgment or habits.

› Forgetting to bring a mask or sanitizer when leaving home.

› Assuming that pre-COVID-19 hand washing/sanitizing, or slightly more, is sufficient.

When all barriers were identified, we did an assessment of how intense each barrier was by audience, young adults and people with conservative values, and by key behavior.


BARRIER WearingMasks

PhysicallyDistancing

Washing/Sanitizing Hands

Gathering:<5 or Outside

JUSTIFICATION

PHYSICAL DISCOMFORT

VENUE INFLUENCES

NOT EVERYONE COMPLIES

IMPLICIT SOCIALCONTRACTS

SEEKING RELIEF FROM ANXIETY & DEPRESSION

INCONSISTENT INFORMATION

MESSENGER OUTWEIGHS THE MESSAGE

BEHAVIORS NOT WORTH IMPACT ON SOCIETY

REQUIRES PROACTIVE PLANNING / FORGETTING

I THINK I’M DOING IT RIGHT (BUT NOT)

People with Conservative Values Young AdultsKEY:

INTENSITY OF BARRIER BY BEHAVIOR BY AUDIENCE

The results of that assessment are captured in the table below.


Analysis and Synthesis of MotivationsBased on the results if this research, we identified a number of motivations and benefits that could be leveraged with the priority audiences to increase compliance with the key behaviors. These motivations are described below.

Ending the PandemicBoth audiences have a strong desire to “get back to normal.” Virtually every participant expressed that if they knew the key behaviors would hasten the return to normal, they would comply. The most common benefits from returning to normal that were mentioned are:

› Having unencumbered social interactions.

› Doing activities that they can’t do now, like attending concerts or playing sports.

› Returning to a “normal” school day.

› Healing the local economy and small businesses.

“What might motivate me to do all these is remembering that the more we follow these guidelines

the sooner it’ll all end.”

“I personally despise wearing a mask. But, I will do my

part… so we can go back to sporting events, to concerts,

to having normal parties with our friends and family.”


Peer PressurePeer pressure works both ways. In the same way that implicit social contracts can cause the priority audience to ignore key behaviors, peer pressure can motivate people to comply with the key behaviors. Either way, it’s uncomfortable to be the minority among peers. And, being accepted by peers is a human need. This is true for both young adults and people with conservative values, but young adults feel the “pressure” in peer pressure more than people with conservative values.

The Desire to Protect OthersBoth audiences expressed a desire to protect those around them because caring for others is an important value/moral obligation. They feel very strongly that they don’t want to be the cause of someone else’s pain. Young adults in particular feel a strong sense that protecting community takes precedence over self.

“I chose this picture because I would like to go back to being

able to travel anywhere. Because of the coronavirus they stopped all traveling to the Micronesian

islands where I’m from.”

“I’m not stared at, glared at, yelled at, etc. because I’m doing what I’m supposed to

do to keep others safe.”

“I’m treated kindly by others because I’m abiding by the state-wide mask mandate”

“If I am in an enclosed space or a building and there are people I’m not related to

there, I wear a mask”.


Additionally, both audiences are very aware that people who have compromised immune systems have a higher chance of catching COVID-19 and suffer more severely from it. Participants are motivated to comply with the key behaviors because they “never know if people nearby are particularly vulnerable.”

Finally, some participants felt that complying with the key behaviors was not enough of a burden to risk being the cause of someone else succumbing to COVID-19. This would also cause them to feel very guilty.

The meme below was created by a young adult to express how she would feel if she always gathered with five or less, outside.

Personal Experiences/Connections with COVID-19When participants have first-hand experience with a loved one who has suffered through COVID-19, they are more likely to comply with the key behaviors. Seeing someone they know or care about with COVID-19 makes it real.

“I’d like for you to think about your loved ones and imagine if you were so careless that you got one of them sick to where they end up

not making it…”

“It’s a tiny thing for me to do and means that I’m reducing any potential spread of COVID.”

“Maybe a loved one who has complicated health issues getting sick because of my

careless ways of not wearing a mask and I would feel bad that I didn’t comply with the CDC’s safety orders enough to where I get

someone in my family sick.”

“If I told you that you wearing a mask more often would definitely save the life of someone you passed on the sidewalk,

you would do it 100% of the time.”


“What would cause me to have regrets about not hanging out with 5 or less people would be if I got COVID or gave it to

someone in my family.”

“People around me experiencing COVID related hardship or death would cause me regret [about not doing the key behaviors].”

‘I think honestly only an outbreak that was right in my ‘neighborhood’ would increase… my physical distancing and probably give me more

feelings of being able to tell people to back up.”

Living Your ValuesBoth audiences expressed a desire to “do what’s right.” They felt that even if they didn’t agree with the rationale, as long as there is a chance that the key behaviors will help decrease the incidence of COVID-19, complying with the key behaviors is the right thing to do.

› Some people with conservative values described this as “the patriotic thing to do.”

› Young adults believe that the right thing to do is whatever is best for society overall – which would be to comply with the behaviors

Another specific way of “living your values” that was discussed by participants is through being considerate and showing respect.

Being considerate and respectful are important values for both audiences. This is important because being considerate and respectful preserves social norms during a time when some social norms are inhibited by the key behaviors.

Some participants from both audience groups added to the depth of this conviction by expressing that complying with the key behaviors was actually not such a big sacrifice relative to doing what is right.


“WE as Americans believe in liberty. WE believe in the power of the people. WE do not like being told from the government what to do, especially when they force us to close our businesses indefinitely.

I get it. However, WE as a collective must come together and do what’s right, what will ultimately end up ending this pandemic.

WE MUST wear masks.”

“What if it does make a difference? I mean would wearing a mask be so bad if it did save lives and keep you from infecting others and

yourself? The potential benefit to yourself and others would definitely be better than the potential cost if it turns out

masks are in fact effective.”

Mandates and RemindersPeople with conservative values tend to be rule followers, so when the mask mandate was enacted, they complied. They also want to avoid negative consequences of non-compliance. Both young adults and people with conservative values found that when there were physical reminders, like stickers on the floor or sanitizer at the check-out, they find themselves complying.

When participants were asked what helps them remember to bring their masks with them when they leave the house, a few mentioned that keeping these items by their car and /or house keys was a good reminder to bring them every time they leave the house. Many people also commented that leaving sanitizer in their car helps remind them to use it.

“I also saw many signs in all the stores I visited, as there should be. I would expect to see things relating to distancing at places

which service lot of people.”

“I agree that I do not think we should have to wear masks when out in public, however our governor has made it a mandate, in order

not to get into trouble I have decided to wear a mask.”


“I wear a mask because it’s required by law to enter into a restaurant or a store that I want to enter into. If wearing a mask

was not a state requirement then I wouldn’t wear one.”

When all the motivators were identified, the team did an assessment of how intense each motivator was by audience, young adults and people with conservative values and by key behavior. The results of that assessment are captured in the table below.

MOTIVATOR WearingMasks

PhysicallyDistancing

Washing/Sanitizing Hands

Gathering:<5 or Outside

WANT PANDEMIC TO END

SOCIAL NORMS/PEER PRESSURE

PROTECTING OTHERS

FIRST HAND / PERSONAL EXPERIENCE

VALUES / PATRIOTISM /COMMUNITY MINDED

BE CONSIDERATE / RESPECTFUL

MANDATES & REMINDERS

People with Conservative Values Young AdultsKEY:

INTENSITY OF MOTIVATOR BY BEHAVIOR BY AUDIENCE


Response to AdsThe final research activity that participants completed was providing feedback about some existing ads that promote the key behaviors. Both audiences saw three ads, one of which was shown to both audiences. After seeing each ad, participants were asked to comment on the success factors listed below.

› Believability: Do you believe what this ad is saying?

› Relevance: Does this ad seem to be directed to someone like you?

› Engaging: How likely would this ad be to catch your attention?

› Informative: Did this ad provide you with new information or a new perspective?

› Motivating: Do you feel motivated to change your behavior after watching this ad?

Young AdultsYoung adults provided feedback on:

› Symptoms

› Survival Guide

› Wanna Bet?

SymptomsOverall, young adults responded favorably to “Symptoms” because:

› It provided a good perspective about how COVID-19 affects others – building on how young adults care more for their broader community than themselves.

› They liked the varied voices and how realistic they seemed.

› It made them think twice about their behaviors.

› They liked the overall style of white writing with different fonts on a black background.

Some commented that they felt it took advantage of scare tactics and that turned them off.

ATTRIBUTE Believable Relevant Engaging Informative Motivating


https://www.youtube.com/watch?v=pI_GzKgryvs

https://www.youtube.com/watch?v=CrcFYIUbChU

https://www.youtube.com/watch?v=MeCITvDeeM4


“After watching this I want to do a better job of not gathering and keeping distant. I don’t want COVID and I don’t want to be

the reason someone gets it.”

“It makes you think about your loved ones and wouldn’t want them in pain like that.”

“It definitely motivated me to take my decisions around seeing people more seriously.”

“I thought of my mother who is immune compromised…This ad made me not want her to go through any of these complications”

“It’s certainly the way to go if you want to scare someone into cooperating.”

Survival GuideAlthough participants reacted favorably to the content, this ad made use of the phrase “literally saves lives” in a way that turned many participants off:

› The content was seen as relevant and believable.

› The audience recognized that it was designed with them in mind, and they liked that.

› The information wasn’t new, and that turned some people off.

› It scored low on motivating, largely due to the catchphrase.

› Some thought a bit juvenile.




“I have heard this ad on the radio and it kind of caught my attention. Now that I think about it, I think it was because he sounded like a real person, not someone trying to give me news or win political points.”

“He seems like he is my age and probably one of my peers.”

“It says what every other doctor or poster tells you.”

“Really annoying use of ‘literally saves lives’.”

“The content might be motivating, but the way its portrayed in boring and dull.”

Wanna Bet?This ad was received extremely well by young adults because:

› It precisely captured how the audience feels in an honest and empathic way.

› The phrase “Not forever, but for now” was hopeful and motivating to them.

› The phrase “It’s not worth betting someone else’s life” captures how they feel very well.

› There was no new information, but it validated information in a new, positive way.

A few people didn’t find it motivating because the information wasn’t new to them.




People with Conservative ValuesPeople with Conservative Values provided feedback on:

› Symptoms

› Survival Guide

› Wanna Bet?

SymptomsPeople with conservative values did not respond very favorably to “Symptoms” because:

› It seemed like it was telling them things they have heard a lot already.

› Some felt it was using scare tactics to manipulate people.

› The people speaking did not seem genuine – like they were “not real people, just actors.”

“Certainly relatable by most people, as I don’t think anybody actually likes doing all these safety measures.”

“It shows a first-person view of lines and distancing, which I like. It also shows zoom and you getting a text from someone telling

you to go to a party. This I can relate to, which is effective.”

“It’s not worth betting someone else’s life – that’s a pretty good motivator.”

“It made me understand why I can’t go to parties, how the way things are isn’t forever…we just have to do our part until then.

No one likes masks, but there’s sacrifices we have to make”

“I thought this ad was very believable. I liked that the person made certain concessions, like ‘wearing a mask is annoying’ etc.

This made me feel more connected to him.”

https://www.youtube.com/watch?v=pI_GzKgryvs

https://www.youtube.com/watch?v=CrcFYIUbChU

https://www.youtube.com/watch?v=MeCITvDeeM4


› It didn’t seem relevant for them – there was no indication that this ad was for a specific audience.

Those who liked it said that it made them think of loved ones, who they would not want to infect or have to suffer.

Mask-UpPeople with conservative values responded favorably to “Mask-Up” because:

› It didn’t use scare tactics.

› It had an upbeat tone of voice.

› It provided new information / education about washing masks.


PEOPLE WITH CONSERVATIVE

VALUES

“It makes me think of relatives I love.”

“I would make it less fearful and more uplifting. Positive reinforcement, not negative.”

“Do not try to make people live in fear. It is not healthy for anyone especially as we are all trying to live our lives

in this strange new world.”

“I found it disturbing and over the top.”

“I think this ad uses scare tactics to get people to comply with mask wearing and social distancing.”




VALUES

“I like the end message ‘Mask up to open up Washington.’ I think everyone can get behind that end goal and therefore can get behind the masks. I really like the video bits showing proper placement and

the reminder to wash... it’s just all together very innocuous but good info.“

“It does not make you feel fearful but it carries a tone of positive encouragement.”

“It’s a good reminder to wash our masks.”

“I would go out and buy more masks after this ad and make sure my masks were clean.”

“Mask up so we can open up” that’s wrong. We all did our part to shut down… It was supposed to last two weeks. Are we at 5 months now?”

› It was something that everyone could relate to.

Some people with conservative values said they would change their behavior based on this ad.

A few people did not like this concept because they did not believe the messages.


“Very motivating as I want to make sure to avoid what I am seeing… It makes me think with my heart not just my mind.”

“A video like this might make me change my attitude somewhat and realize the severity of this”

“The viewer goes from just watching a random person talk about a sad account of what happened to realizing they are

actually the one who is affected.”

”Just another scare tactic. This might be happening to people, but using it as an advertisement is just wrong.”

“This ad did catch my attention but not because of what was happening to the individual but rather it made me annoyed that we got to a point in society where people have to be separated from their loved ones.”

Goodbye“Goodbye” was polarizing for people with conservative values.

› Overall, it is believable, demonstrating what people have heard before.

› It’s very emotional, reaching “the mind and heart.”

› “Goodbye” is very motivating to people who are already trying to comply, bringing to mind the people they would not want to put at risk.

› Other people felt it was using emotions and fear to manipulate them.



VALUES

Appendix 1: Screener

TARGET AUDIENCE: For this study, we aim to conduct qualitative research through an online bulletin board with adults residing in Washington State. Ultimately, we seek to conduct research with two consumer segments:1) PEOPLE WITH CONSERVATIVE VALUES and 2) YOUNG ADULTS. These audience groups will be further broken down by age, gender, and geographic location. The Segments will each have 3 self-reported behavioral criteria. People with Conservative Values:

• Wear a mask when not at home • Physical distancing 6 ft apart • Wash or sanitize hands before, during and after being out in public

Young Adults:

• Wear a mask when not at home • Physical distancing 6 ft apart • Gather with 5 people or less, outside

PEOPLE WITH CONSERVATIVE VALUES


Age Men Women Men Women

18 - 29 6 2 6 2

30 - 45 2 2 2 2

YOUNG ADULTS (18 – 24)


Values Men Women Men Women

Conservative 3 3 3 3

Liberal 3 3 3 3

We will also have 4 moderators working on this project: Nancy, Corinne, Bridget, and Muriel. These moderators will be assigned as such:

• Nancy: Conservative Men 18 – 29 (12) • Corinne: Conservative Women & Conservatives Aged 30 – 45 (12) • Mariel: Young Adult Men (12) • Bridget: Young Adult Women (12)

INTRODUCTION: Hello, this is ________________________________ from ____________________. Today we are looking for people to participate in an online market research study on behalf of the Washington State Department of Health. Here are a few things you might want to know:

• You can participate from wherever you are comfortable and have a connection to WiFi. • You can participate from your phone, tablet or computer. • Participating in the research will take about 2 hours over a 4-day period.

• There will be quite a bit of flexibility when you choose to participate, but the activities will need to be completed in a specific order.

• The best part is that you will receive $150 for your time, and all you have to do is tell us what you think!

• Your responses will inform how Washington State communicates about the COVID-19 pandemic.

Would you like to see if you qualify? If no: Thank you for your time! If yes, proceed with questions.

NOTE: The following questions are designed to gather demographics, and eliminate anyone based on demographic specs

QUESTION CIRCLE THE ANSWER INSTRUCTION

1. Do you live in Washington State?

1…Yes 2…No

Terminate if 2

2. Are you, yourself, currently scheduled to participate in a market research study?

1…Yes 2…No

Terminate if 1

3. Are you or a member of your household employed by any of the following….?

1…Ad agency, market research firm, marketing firm, PR firm 2…News media such as TV, radio or newspaper 3…The marketing or market research department of a company 4…Department of Health branch of any governmental organization 5…Hospital or healthcare organization

Terminate if 1-5

4. Do you have daily access to a computer, phone or tablet with reliable internet access?

1…Yes 2…No

Terminate if 2

5. On average, how often do you use the internet?

1…I’m pretty much always online 2…More than once a day 3…Once a day 4…A few times a week 5…Once a week 6…Less than once a week

Terminate if 5 or 6 Keep if 1-4

BEGIN AUDIENCE RECRUITMENT

6. May I have your age please…If hesitates, ask are you…?

1…Under 18 2…18 – 24 3…25 – 29 4…30 – 45 5…46 – 65 6…66+ 7…Prefer not to say

Terminate if 1 or 5- 7 If 3 or 4 skip to Q8 TAG AGE

7. Are you in High School 1…Yes 2…No

Terminate if 1

8. During this pandemic, how often do you leave your home for recreation, socializing, or gathering with others? This EXCLUDES work related outings.

1…Once a week or less 2…At least 2 times a week

Terminate if 1

9. On a scale of 1 to 10, where 1 is “I don’t have any Conservative values” and 10 is “I only have Conservative values”, how would you rate yourself?

1…I don’t have any Conservative values 2… 3… 4… 5… 6… 7… 8… 9… 10…I only have Conservative values

Revised to: Keep if 6 – 10 Skip to Q12 TAG CONSERVATIVE

10. On a scale of 1 to 10, where 1 is “I don’t have any Liberal values” and 10 is “I only have Liberal values”, how would you rate yourself?

1…I don’t have any Liberal values 2… 3… 4… 5… 6… 7… 8… 9… 10…I only have Liberal values

Keep if 5 - 10 Terminate 1 - 4 TAG LIBERAL

11. When attending gatherings, how often are you with 5 others or less AND outside?

1…Never 2…Infrequently 3…Some of the time 4…About half the time 5…Most of the time 6…Always

Revised to: Keep up to 24 if 1,2,3, 4 or 5 Skip to Q13 TAG Frequency Gather

Terminate 6

12. How often do you wash/sanitize your hands before, during and after being out in public?


Revised to: Keep up to 24 if 1,2,3, 4 or 5 TAG Frequency Hands Terminate if 6

13. How often do you wear a mask when you leave your home?


Revised to: Keep up to 24 if 1,2,3,4 or 5 and CONSERVATIVE Keep up to 24 if 1,2,3,4 or 5 and LIBERAL TAG Frequency mask Terminate if 6

14. How often do you stay 6 feet apart from others when you are not at home?


Revised to: Keep up to 24 if 1,2,3,4 or 5 and CONSERVATIVE Keep up to 24 if 1,2,3,4 or 5 and LIBERAL TAG Frequency 6 ft Terminate if 6

15. How would you describe where you live? Rural, suburban, or urban?

1…Rural 2…Suburban 3…Urban

Tag Geography

16. What is your gender? If Male tag M If Female tag F If anything else capture response (note they will have list from DOH)

TAG Gender

If CONSERVATIVE and Q6 (Age) is (A2 or A3) and Q15 (Geography) is A1 and Q16 (Gender) is A1, then SEGMENT = CONSERVATIVE VALUES until N=6 and TAG MODERATOR NANCY If CONSERVATIVE and Q6 (Age) is A2 and Q15 (Geography) is A1 and Q16 (Gender) is A1, then SEGMENT = YOUNG ADULT until N=3 and TAG MODERATOR MARIEL If CONSERVATIVE and Q6 (Age) is (A2 or A3) and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A1, then SEGMENT = CONSERVATIVE VALUES until N=6 and TAG MODERATOR NANCY

If CONSERVATIVE and Q6 (Age) is A2 and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A1, then SEGMENT = YOUNG ADULT until N=3 and TAG MODERATOR MARIEL If CONSERVATIVE and Q6 (Age) is A4 and Q15 (Geography) is A1 and Q16 (Gender) is A1, then SEGMENT = CONSERVATIVE VALUES until N=2 and TAG MODERATOR CORINNE If CONSERVATIVE and Q6 (Age) is A4 and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A1, then SEGMENT = CONSERVATIVE VALUES until N=2 and TAG MODERATOR CORINNE If CONSERVATIVE and Q6 (Age) is A4 and Q15 (Geography) is A1 and Q16 (Gender) is A2, then SEGMENT = CONSERVATIVE VALUES until N=2 and TAG MODERATOR CORINNE If CONSERVATIVE and Q6 (Age) is A4 and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A2, then SEGMENT = CONSERVATIVE VALUES until N=2 and TAG MODERATOR CORINNE If CONSERVATIVE and Q6 (Age) is (A2 or A3) and Q15 (Geography) is A1 and Q16 (Gender) is A2, then SEGMENT =CONSERVATIVE VALUES until N=2 and TAG MODERATOR CORINNE If CONSERVATIVE and Q6 (Age) is (A2 or A3) and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A2, then SEGMENT =CONSERVATIVE VALUES until N=2 and TAG MODERATOR CORINNE If CONSERVATIVE and Q6 (Age) is A2 and Q15 (Geography) is A1 and Q16 (Gender) is A2, then SEGMENT = YOUNG ADULTS until N=3 and TAG MODERATOR BRIDGET If CONSERVATIVE and Q6 (Age) is A2 and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A2, then SEGMENT = YOUNG ADULTS until N=3 and TAG MODERATOR BRIDGET If LIBERAL and Q6 (Age) is A2 and Q15 (Geography) is A1 and Q16 (Gender) is A1, then SEGMENT = YOUNG ADULT until N=3 and TAG MODERATOR MURIAL If LIBERAL and Q6 (Age) is A2 and Q15 (Geography) is (A2 OR A3) and Q16 (Gender) is A1, then SEGMENT = YOUNG ADULT until N=3 and TAG MODERATOR MURIAL If LIBERAL and Q6 (Age) is A2 and Q15 (Geography) is A1 and Q16 (Gender) is A2, then SEGMENT = YOUNG ADULT until N=3 and TAG MODERATOR BRIDGET If LIBERAL and Q6 (Age) is A2 and Q15 (Geography) is (A2 or A3) and Q16 (Gender) is A2, then SEGMENT = YOUNG ADULT until N=3 and TAG MODERATOR BRIDGET

IF CONSERVATIVE VALUES ASK: When attending gatherings, how often are you with 5 others or less AND outside?


Gather Info Only

IF YOUNG ADULT ASK: How often do you wash/sanitize your hands before, during and after being out in public?

1…Never 2…Infrequently 3…Some of the time 4…About half the time 5…Most of the time

Gather Info Only

6…Always

17. What is your ethnicity? 1… Native American or Indigenous 2… Asian or Asian American 3… Black, African or African-American 4… Hispanic, Latino, Latina, Latinx 5… Middle Eastern or North African 6… Native Hawaiian or Pacific Islander 7… White 8… Two or more ethnicities (ask to specify) 9… As something else (ask to specify) 10… Prefer not to answer

For segments CONSERVATIVES, minimum recruit of 2 for A3, 2 for A4, and 2 for A2 For segments YOUNG ADULTS, minimum recruit of 4 for A3, 4 for A4, and 4 for A2 Hold on white when you reach white maximum TAG ETHNICITY

18. Which of the following describes your total household income?

1…Less than $39,000 2…$39,000 to $50,999 3…$51,000 to $100,000 4…$100,000 or greater 5…Prefer not to say 6…Don’t know

Use as information only Recruit a mix. Hold if 5

FOR THOSE RECRUITED BEFORE WEDNESDAY, AUG 12TH.

If the respondent qualifies…

FOR THOSE RECRUITED BEFORE WEDNESDAY, AUGUST 12TH

Looks like you do qualify for this study. So, I would like to stress how important it is to us that you spend a total of about 2 – 2.5 hours over a 4-day period, starting August 12th. We do not require that you participate on the weekend, but you certainly can if you want to.

We ask this of you because we want you to take your time and answer the question as fully and honestly as you can.

Do you think you can do that? If no…terminate

If yes…

Great! We’re glad to have you on board. May I please have your name, phone number and an email address that you check regularly?

On TBD you will get an email that explains how to log onto the research study and provide you with anything else you’ll need to get going. Thanks again, and we look forward to hearing from you!

FOR THOSE RECRUITED ON OR AFTER WEDNESDAY, AUGUST 12TH

Looks like you do qualify for this study. So, I would like to stress how important it is to us that you spend a total of about 2 – 2.5 hours over a 4-day period, starting tomorrow (if Friday – say

starting Monday). We do not require that you participate on the weekend, but you certainly can if you want to.

We ask this of you because we want you to take your time and answer the question as fully and honestly as you can.

Do you think you can do that? If no… check to see if they would participate if they could start a few days later. If no…terminate

If yes…

Great! We’re glad to have you on board. May I please have your name, phone number and an email address that you check regularly?

On TBD you will get an email that explains how to log onto the research study and provide you with anything else you’ll need to get going. Thanks again, and we look forward to hearing from you!

Appendix 2: Discussion Guides

COVID-19 BARRIERS AND MOTIVATIONS Young Adults (18 – 24) 4-Day On-Line Research

Research Objectives

• Drive clarity about which barriers & motivations are most relevant • Identify important influencers • Provide direction for messaging context, tone and feel • Provide insight into how likely the various audience sub-segments would be

to change their behavior DAY 1 RESEARCH ACTIVITIES ACTIVITY 1: WELCOME & INTRODUCTIONS In this section we will remind people of the research approach and expectations and get them comfortable with the platform. We will also reassure them that their responses are private and confidential. INFORMATION MODERATOR IMAGE UPLOADED HELLO & WELCOME Hi! My name is MODERATOR and I am your “moderator” for this research study, which means I’ll be interacting with you over the course of the next 4 days. Before we get started, I want to make sure you know what to expect. During this study there will be research activities for you to complete each day. These activities will help me learn more about you, your experiences, opinions, thoughts & feelings. I have found that most people enjoy participating in this kind of research because all you have to do is be yourself! There is no right or wrong way to do these activities, and there are no right or wrong answers. You may log in and participate at any time that is convenient for you using your laptop, tablet or smartphone. However, we invite and encourage you to check in regularly because:

• There may be additional questions posted by me, the moderator, based on how you answer the questions.

• We'll also provide you with a "to do" list every day so you can see what activities you need to complete, and what's coming up for you to do.

• Virtually all activities will require you to write at least a few sentences. • Remember, you must complete all the activities to earn your honorarium of

$150!

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Need some help or have a question? • If you have questions about the study or any of the activities, I'm here to

help. You can send me any questions about an activity by clicking the messages inbox icon in your main menu on the left side of your screen.

• For technical issues, please contact us directly from your device. You can click "help" in the mobile application menu or "get technical support" in web-browser application to send us a short message regarding the issue you are experiencing. Our technical team will respond as soon as they can to resolve the issue.

So, let's get started! PARAGRAPH QUESTION MODERATORT UPLOAD PICTURE Let's introduce ourselves. I’m Corinne (rhymes with come-in) and I’m an empty nester. I’m a single mom of one daughter who is now an adult and we spend a lot of time together. Because I’m an empty nester, I get to have lots of hobbies – I quilt, kayak, play golf, play cards, read and hang out with my two pups for fun. That’s them in the picture. Sherlock is the black and white one, and Scout is the brown one. Tell me a bit about yourself… Who lives in your household with you? How do you spend your week days? What are some of your hobbies and interests? IMAGE UPLOAD QUESTION As you can see, I uploaded an image of my dogs (aren’t they cute?). In this space you can upload a picture of something that tells me a bit more about you – maybe about a favorite place to go, or a hobby/interest. That’s completely up to you. You can feel free to skip this question too! INFORMATION Now I’d like to tell you a little more about this research. Over a period of a few weeks we are going to be talking to a wide variety of people about life during COVID-19. We’ll be talking with people of different ages, genders and geographies. We’ll be talking to some people who don’t really want to wear masks, keep 6 feet away from others (physical distancing), and gathering with 5 people or less, outside. We’ll also be talking to people who do want to do those things. As was mentioned when you were invited to participate in this research, the results will be used by Washington State’s Department of Health. However, I want you to know that I do not work for Washington State’s Department of health. They hired me to do this work because they want to make sure you feel comfortable saying exactly what is on your mind. The most important thing to me is to really get to know and understand you and your point of view. To that end, my conversation with you will be private: just between you and I. This is a “no judgement” zone. I

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simply want to know what you think and feel, and how those thoughts and feelings impact what you do. I also want to thank you in advance for participating in this research and your willingness to openly share your point of view.

ACTIVITY 2: OUT AND ABOUT

This section is to help us understand when/how/where and with whom people are interacting with each other. Before this research started, you were asked how often you leave your home for non-work-related activities, and you indicated that you leave home at least 2 times a week. Think about the last 1-2 weeks or so, tell me about the 2 places or events that you enjoyed the most:

1. Where did you go? 2. Who did you go with/who was there – was it with friends/family? A mix of

friends/family and others? People you hadn’t met before? Please provide as many details as you can recall for each place/event. For each of the first places / events you mentioned, about what percent of the time you were wearing a mask? What were the other people who were there doing regarding wearing a mask? For that same place / event please tell share frequently you maintained a 6 ft distance between yourself and others (“physical distancing”). Was it all of the time, most of the time, some of the time, rarely or never? What were other people doing regarding maintaining a 6 ft distance between themselves and others? For that same place / event please tell me how many people were there. And, were you gathered outside or inside? Now for the second place / event you mentioned, about what percent of the people you were with wore a mask? Were you wearing a mask? For that second place / event please share how frequently you maintained a 6 ft distance between yourself and others (“physical distancing”). Was it all of the time, most of the time, some of the time, rarely or never? What were other people doing regarding maintaining a 6 ft distance between themselves and others? For that second place / event please tell me how many people were there. And, did you gather inside or outside?

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ACTIVITY 3: HOW DO YOU FEEL ABOUT WEARING A MASK

In this exercise, people will tell us how they feel about wearing a mask, and why they feel that way. Click on the 3 or 4 feelings that best reflect how you felt/would feel if you wore a mask regularly when you are not at home. After you click on a feeling, a comment box will appear. Be sure to explain what caused you to feel the way you do.

ACTIVITY 4: MASK PROS AND CONS

In this section we will learn more about the barriers and benefits to wearing a mask. Now I’d like you to make a list of pros and cons of what it would be like if you wore a mask most of the time when you are not at home.

Take a look at your list and tell me which of the pros is most important to you and explain why.

Now take a look at the cons and tell me which one is most important to you and explain why.

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ACTIVITY 5: HOW DO YOU FEEL ABOUT “PHYSICAL DISTANCING”

In this exercise, people will tell us how they feel about “physically distancing” distancing, and why they feel that way. Click on the 3 or 4 feelings that best reflect how you felt/would feel if you made sure you were “physically distancing” (staying 6 ft. apart from others) whenever you are not at home. After you click on a feeling, a comment box will appear. Be sure to explain what caused you to feel the way you do.

ACTIVITY 6: “PHYSICAL DISTANCING” PROS AND CONS

In this section we will learn more about the barriers and benefits to “physical distancing” while outside of the home Make a list of pros and cons of what it would be like if you were “physically distancing” most of the time when you are not at home. Take a look at your list and tell me which of the pros is most important to you and explain why.


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ACTIVITY 7: HOW DO YOU FEEL ABOUT GATHERING WITH 5 PEOPLE OR LESS, OUTSIDE

In this exercise, people will tell us how they feel about gathering with 5 people or less, outside. Click on the 3 or 4 feelings that best reflect how you felt/would feel if you gathered with five people or less, outside when you socialized. After you click on a feeling, a comment box will appear. Be sure to explain what caused you feel to the way you do.

ACTIVITY 8: GATHERING WITH 5 PEOPLE OR LESS, OUTSIDE PROS AND CONS

In this section we will learn more about the barriers and benefits to gathering with five people or less, outside. And now I’d like you to make a list of pros and cons of what it would be like if you gather with five people or less, outside when you socialize. Take a look at your list and tell me which of the pros is most important to you and explain why.

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ACTIVITY 9: INFORMATION & INFLUENCERS

In this section we will learn more about who influences their behaviors and what kind of information they think is important. Tell me about the people or organization(s) you listen to or trust for information about wearing masks, “physical distancing” and gathering with five people or less, outside. What makes these people or organizations credible? Tell me about the people or organization(s) you think are providing misinformation about wearing masks, “physical distancing” and gathering with five people or less, outside. What makes these people or organizations unreliable? That’s it for Day1!!! In this study, you can continue onto day 2 immediately or wait until tomorrow.

DAY 2 RESEARCH ACTIVITIES

ACTIVITY 1: IF MASKS COULD TALK

In this section we will get feedback to our barrier statements. Welcome to day 2 of research! Today’s activities will probably be the longest of the 4 days. I’ll suggest a place where you might want to take a break if you are feeling tired! Now, I want you to imagine that you were having 3 masks custom made just for you that you are going to wear when you go to places where masks are mandated. Each of these masks can be made with a word, phrase or image on them. What words or phrases would be on your custom-made masks? What would your mask say that reflects how you feel about wearing it? You can also search for a mask and upload a picture of a mask that says something if that would be easier or more fun. Remember, this is just between you and me, so anything goes!

ACTIVITY 2: BARRIER STATEMENTS MASKS

INFORMATION Below are 12 statements that summarize what we have heard other people say are the reasons they don’t wear a mask more often. For each statement I want you to indicate how much it reflects how you feel. Use a scale of 1 to 10, where 1 means “not at all”, and 10 means “completely”. Each statement has a “code” next to it so that you can refer to the statements by their codes in the last question of this exercise.

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OP: When I see my friends aren’t wearing masks, I don’t bother because I’d be the only person wearing one

FA: It just feels awkward for all of us to wear masks while we are hanging out FC: My friends have been careful, so I don’t have to wear a mask DT: My friends and I just don’t talk about putting masks on ON: When my friends and I are outside, we don’t need to wear a mask HT: It’s hard to talk with my friends with a mask on DA: I can’t do the activities I enjoy doing with my friends when I have a mask on NB: I keep hearing that COVID-19 is just not that bad for people my age NL: I’m just not very likely to get COVID-19 FF: I don’t wear a mask because I feel fine, so I can’t spread COVID-19 SA: I don’t wear a mask because I was sick a while ago, so I’m pretty sure I

already had it KN: When I don’t wear a mask, I feel a kind of kinship with other non-mask

wearers Now I’d like you to look over all of the statements and rank order the 3 statements that best represent your point of view, and explain why. You can scroll back up to review the reasons.

ACTIVITY 3: POTENTIAL MOTIVATORS MASKS

In this section we will try to understand potential motivators to wearing masks more often What might motivate you to wear a mask more often when you are not at home? Let’s do a little time travel. Let’s pretend that we can leap into the future. It’s now next summer. You and I are talking and you told me you wished you had worn a mask more often than you did over the past year. I’m surprised by this this and I ask what happened over the past year that made you say that. Tell me what has happened that caused your future self to regret not wearing a mask more often. Who convinced you to wear a mask? This could be someone you know personally or someone you don’t know but respect or admire. What did that person say? What did you see and/or hear that influenced you to wear a mask most of the time when you leave your home? Where would you be most likely to see and/or hear this? Why? What situation were you in that influenced you to wear a mask most of the time when you leave your home? What might you do to make wearing a mask when you leave home a habit?

ACTIVITY 4: WRITE A LETTER MASKS

In this section we will try to understand potential motivators to wearing a mask

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Here’s an exercise that I hope you have fun doing. I’d like you to write a letter that would convince someone like you to wear a mask most of the time when they are away from home. In your letter be sure to:

• Let them know you understand why they don’t wear a mask when they are not at home.

• Explain why you think they should reconsider wearing a mask when they are not at home

• Tell them what good will come from wearing a mask when they are not at home

• Help them understand why whatever they are concerned about is just not that big a deal.

• Finally, tell them what you will do to help them make the change. If you want to take a break, this would be a good time. You are half way done with today’s activities.

ACTIVITY 5: BARRIER STATEMENTS PHYSICAL DISTANCING

In this section we will get feedback to our barrier statements. INFORMATION Below are 12 statements that summarize what we have heard other people say are the reasons they don’t “physically distance” more often. For each statement I want you to indicate how much it reflects how you feel. Use a scale of 1 to 10, where 1 means “not at all”, and 10 means “completely”. Each statement has a “code” next to it so that you can refer to the statements by their codes in the last question of this exercise.

MC: I miss the physical contact with my friends CC: I can’t control how close others get to me IA: When a friend is close, it feels awkward to tell them to move away – I don’t

want to be rude NN: It’s not natural to stay 6 feet apart, so I end up getting closer even if I don’t

intend to DV: Some places where I socialize make it difficult to maintain 6 feet – like bars

or pool parties HC: It’s harder to have a conversation from 6 feet apart WM: When we are wearing masks, we don’t have to be 6 feet apart WO: When we are outside, we don’t have to be 6 feet apart NS: I don’t have any symptoms, so I don’t need to be 6 feet apart NL: I just don’t think I’m that likely to get COVID-19 LF: If I get it, its no worse than the flu and I can handle that LL: Physically distancing is bad for my love life

Now I’d like you to look over all of the statements and rank order the 3 statements that best represent your point of view, and explain why. You can scroll back up to review the reasons.

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ACTIVITY 6: POTENTIAL MOTIVATORS PHYSICAL DISTANCING

In this section we will try to understand potential motivators to “physically distancing” What might motivate you to “Physically distance” more often than you are today? Let’s do some more time travel. Let’s pretend that we can leap into the future. It’s now next summer. You and I are talking and you told me you wished you had “physical distanced” more often than you did over the past year. I’m surprised by this this and I ask what happened over the past year that made you say that. Tell me what has happened that caused your future self to regret not “physically distancing” more often. Who convinced you to “physically distance” most of the time when you are not at home? This could be someone you know personally or someone you don’t know but respect or admire. What did that person say? What did you see and/or hear that influenced you to “physically distance” most of the time when you’re not home? Where would you be most likely to see and/or hear this? Why? What situation were you in that influenced you to “physically distance” most of the time when you’re not home? What might you do to make “physically distancing” when you are not at home a habit?

ACTIVITY 7: PICK AN IMAGE PHYSICAL DISTANCING

In this section we will try to understand potential motivators to “physically distancing”

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I want you to keep imagining that in the future you have made the decision to “physically distance” most of the time when you are out of the home.

In this next exercise you will see a series of random images. I want you to pick three images that best reflect reasons that you might choose to ”physically distance” when you are not at home.

When you click on an image, a comment box will appear. Please use that comment box to explain how that image reflects a reason you might choose to wear a mask more often when you are not at home.

That’s it for Day 2!!! In this study you can continue to Day 3 right now, or wait until tomorrow.

DAY 3 RESEARCH ACTIVITES

ACTIVITY 1: BARRIER STATEMENTS GATHER WITH 5 PEOPLE OR LESS, OUTSIDE

In this section we will get feedback to our barrier statements. INFORMATION Hello and welcome to day 3 of research! You’ve done a lot of work so far, so I’ve tried to make today a bit shorter than the first 2 days 😊 Below are 10 statements that summarize what we have heard other people say are the reasons they don’t wash / sanitize their hands before, during and after being in public. For each statement I want you to indicate how much it reflects how you feel. Use a scale of 1 to 10, where 1 means “not at all”, and 10 means “completely”. Each statement has a “code” next to it so that you can refer to the statements by their codes in the last question of this exercise.

DA: If I don’t socialize with my friends, I get depressed and anxious MO: I don’t want to miss out on what my friends are doing LO: I don’t want to leave any of my friends out when we are socializing NC: When I go out, I don’t have control over the number of people who are there FW: When I go out and there are more than 5 people there, it feels wrong to

leave NI: I see other people gathering in big groups, so it won’t really have an impact if

my friends and I do it ON: Hanging out is not what we usually do, and/or not as fun SE: It’s hard to say no to significant events, like graduation, weddings, and family

birthday parties FA: I just think 5 people is arbitrary MT: I have more than 5 friends that I socialize with. I don’t see any difference

between socializing 5 at a time, or all at once.

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ACTIVITY 2: POTENTIAL MOTIVATORS GATHERING WITH FIVE PEOPLE OR LESS, OUTSIDE

In this section we will try to understand potential motivators to gathering with five people or less, outside What might motivate you to gather with five people or less, outside when you socialize? Guess what? It’s time for more time travel. Let’s pretend that we can leap into the future. It’s now next summer. You and I are talking and you told me you wished you had gathered with 5 people or less, outside more often than you did over the past year. I’m surprised by this this and I ask what happened over the past year that made you say that. Tell me what has happened that caused your future self to regret not gathering with 5 people or less, outside more often. Who convinced you to gather with 5 people or less, outside when you socialize? This could be someone you know personally or someone you don’t know but respect or admire. What did that person say? What did you see and/or hear that influenced you to gather with 5 people or less, outside when you socialize? Where would you be most likely to see and/or hear this? Why? What situation were you in that influenced you to gather with five people or less, outside when you socialize? What might you do to make gathering with 5 people or less, outside when socializing a habit?

ACTIVITY 3: MEMES ABOUT GATHERING WITH FIVE OR LESS, OUTSIDE

In this section we will try to understand potential motivators to gathering with five people or less, outside while socializing INFORMATION In this activity, you will imagine that you have made the decision to gather with 5 people or less, outside while socializing. I’d like you to create 3 memes about gathering with five people or less, outside while socializing. Create your first meme – expressing why you changed your mind and decided to gather with five people or less, outside while socializing. Create your second meme -- expressing how you would feel when you tell your friends that you have decided to gather with five people or less, outside while socializing. Create your third meme -- expressing what the impact of gathering with five people or less, outside while socializing.

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ACTIVITY 1: AD ASSESSMENT

In this section we want to get feedback on ads that have been created already. INFORMATION Hello and welcome to the last day of our research! As I have said before, we really appreciate your willingness to share your perspectives, opinions, feelings, and thoughts over the past few days. Keep it coming! Today should be pretty fun – we want to get your feedback to several ads you might see. As always, please be honest about how you react. I just really want to know what you think and feel when you see these ads. Here’s the first ad. Please watch it and then answer the questions below. https://vimeo.com/442490217/bba2093a49 What was the main idea of the ad? On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How believable is this ad? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How relevant is this ad? – In other words, does this ad seem to be directed to someone like you? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How engaging is this ad? – In other words, how likely would this ad be to catch your attention? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How informative is this ad? – In other words, did this ad provide you with new information or a new perspective? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How motivating is this ad? – In other words, do you feel motivated to change your behavior after watching this ad?

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Please be sure to explain your answer. What would you do to this ad to make it more motivating to you?


In this section we want to get feedback on ads that have been created already. Here’s the second ad. Please watch it and then answer the questions below. https://vimeo.com/443132891/f41db53eb4 What was the main idea of the ad? On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How believable is this ad? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How relevant is this ad? – In other words, does this ad seem to be directed to someone like you? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How engaging is this ad? – In other words, how likely would this ad be to catch your attention? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How informative is this ad? – In other words, did this ad provide you with new information or a new perspective? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How motivating is this ad? – In other words, do you feel motivated to change your behavior after watching this ad? Please be sure to explain your answer. What would you do to this ad to make it more motivating to you?


In this section we want to get feedback on ads that have been created already.

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Here’s the third ad. Please watch it and then answer the questions below. https://vimeo.com/443881774/1746d9d468 What was the main idea of the ad? On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How believable is this ad? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How relevant is this ad? – In other words, does this ad seem to be directed to someone like you? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How engaging is this ad? – In other words, how likely would this ad be to catch your attention? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How informative is this ad? – In other words, did this ad provide you with new information or a new perspective? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How motivating is this ad? – In other words, do you feel motivated to change your behavior after watching this ad? Please be sure to explain your answer. What would you do to this ad to make it more motivating to you?

ACTIVITY 4: WRAP-UP

In this section we thank the respondents and ask for any last advice

Before you go, we’d love to hear any parting thoughts you have on what might motivate you to wear a mask, “physically distance” and gather with five people or less, outside while socializing. Otherwise, that’s it! I just want to thank you for your time and candor in this research. I hope you enjoyed participating.

COVID-19 BARRIERS AND MOTIVATIONS Those with Conservative Values (18 – 45)

4-Day On-Line Research

Research Objectives • Drive clarity about which barriers & motivations are most relevant • Identify important influencers • Provide direction for messaging context, tone and feel • Provide insight into how likely the various audience sub-segments would be

to change their behavior DAY 1 RESEARCH ACTIVITIES ACTIVITY 1: WELCOME & INTRODUCTIONS In this section we will remind people of the research approach and expectations and get them comfortable with the platform. We will also reassure them that their responses are private and confidential. INFORMATION MODERATOR IMAGE UPLOADED HELLO & WELCOME Hi! My name is MODERATOR and I am your “moderator” for this research study, which means I’ll be interacting with you over the course of the next 4 days. Before we get started, I want to make sure you know what to expect. During this study there will be research activities for you to complete each day. These activities will help me learn more about you, your experiences, opinions, thoughts & feelings. I have found that most people enjoy participating in this kind of research because all you have to do is be yourself! There is no right or wrong way to do these activities, and there are no right or wrong answers. You may log in and participate at any time that is convenient for you using your laptop, tablet or smartphone. However, we invite and encourage you to check in regularly because:

• There may be additional questions posted by me, the moderator, based on how you answer the questions.

• We'll also provide you with a "to do" list every day so you can see what activities you need to complete, and what's coming up for you to do.

• Virtually all activities will require you to write at least a few sentences. • Remember, you must complete all the activities to earn your honorarium of

$150!

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Need some help or have a question? • If you have questions about the study or any of the activities, I'm here to

help. You can send me any questions about an activity by clicking the messages inbox icon in your main menu on the left side of your screen.

• For technical issues, please contact us directly from your device. You can click "help" in the mobile application menu or "get technical support" in web-browser application to send us a short message regarding the issue you are experiencing. Our technical team will respond as soon as they can to resolve the issue.

So, let's get started! PARAGRAPH QUESTION MODERATORT UPLOAD PICTURE Let's introduce ourselves. I’m Corinne (rhymes with come-in) and I’m an empty nester. I’m a single mom of one daughter who is now an adult and we spend a lot of time together. Because I’m an empty nester, I get to have lots of hobbies – I quilt, kayak, play golf, play cards, read and hang out with my two pups for fun. That’s them in the picture. Sherlock is the black and white one, and Scout is the brown one. Tell me a bit about yourself… Who lives in your household with you? How do you spend your week days? What are some of your hobbies and interests? IMAGE UPLOAD QUESTION As you can see, I uploaded an image of my dogs (aren’t they cute?). In this space you can upload a picture of something that tells me a bit more about you – maybe about a favorite place to go, or a hobby/interest. That’s completely up to you. You can feel free to skip this question too! INFORMATION Now I’d like to tell you a little more about this research. Over a period of a few weeks we are going to be talking to a wide variety of people about life during COVID-19. We’ll be talking with people of different ages, genders and geographies. We’ll be talking to some people who don’t really want to wear masks, keep 6 feet away from others (physical distancing), and washing / sanitizing hands before, during and after being in public. We’ll also be talking to people who do want to do those things. As was mentioned when you were invited to participate in this research, the results will be used by Washington State’s Department of Health. However, I want you to know that I do not work for Washington State’s Department of health. They hired me to do this work because they want to make sure you feel comfortable saying exactly what is on your mind. The most important thing to me is to really get to know and understand you and your point of view. To that end, my conversation with you will be private: just between you and I. This is a “no judgement” zone. I

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simply want to know what you think and feel, and how those thoughts and feelings impact what you do. I also want to thank you in advance for participating in this research and your willingness to openly share your point of view.

ACTIVITY 2: OUT AND ABOUT

This section is to help us understand when/how/where and with whom people are interacting with each other. Before this research started, you were asked how often you leave your home for non-work-related activities, and you indicated that you leave home at least 2 times a week. Think about the last 1-2 weeks or so, tell me about the 2 places or events that you enjoyed the most:

1. Where did you go? 2. Who did you go with/who was there – was it with friends/family? A mix of

friends/family and others? People you hadn’t met before? Please provide as many details as you can recall for each place/event. For each of the first places / events you mentioned, about what percent of the time you were wearing a mask? What were the other people who were there doing regarding wearing a mask? For that same place / event please tell share frequently you maintained a 6 ft distance between yourself and others (“physical distancing”). Was it all of the time, most of the time, some of the time, rarely or never? What were other people doing regarding maintaining a 6 ft distance between themselves and others? For that same place / event please tell me how many times you sanitized or washed your hands while you were there. Did you sanitize or wash your hands before you left your home? How about when you got back home? What were other people doing regarding sanitizing / washing their hands? Now for the second place / event you mentioned, about what percent of the people you were with wore a mask? Were you wearing a mask? For that second place / event please share how frequently you maintained a 6 ft distance between yourself and others (“physical distancing”). Was it all of the time, most of the time, some of the time, rarely or never? What were other people doing regarding maintaining a 6 ft distance between themselves and others? For that second place / event please tell me how many times you sanitized or washed your hands while you were there. Did you sanitize or wash your hands before you left your home? How about when you got back home? What were other people doing regarding sanitizing / washing their hands?

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ACTIVITY 3: HOW DO YOU FEEL ABOUT WEARING A MASK

In this exercise, people will tell us how they feel about wearing a mask, and why they feel that way. Click on the 3 or 4 feelings that best reflect how you felt/would feel if you wore a mask regularly when you are not at home. After you click on a feeling, a comment box will appear. Be sure to explain what caused you to feel the way you do.

ACTIVITY 4: MASK PROS AND CONS

In this section we will learn more about the barriers and benefits to wearing a mask. Now I’d like you to make a list of pros and cons of what it would be like if you wore a mask most of the time when you are not at home.

Take a look at your list and tell me which of the pros is most important to you and explain why.


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ACTIVITY 5: HOW DO YOU FEEL ABOUT “PHYSICAL DISTANCING”

In this exercise, people will tell us how they feel about “physically distancing” distancing, and why they feel that way. Click on the 3 or 4 feelings that best reflect how you felt/would feel if you made sure you were “physically distancing” (staying 6 ft. apart from others) whenever you are not at home. After you click on a feeling, a comment box will appear. Be sure to explain what caused you to feel the way you do.

ACTIVITY 6: “PHYSICAL DISTANCING” PROS AND CONS

In this section we will learn more about the barriers and benefits to “physical distancing” while outside of the home Make a list of pros and cons of what it would be like if you were “physically distancing” most of the time when you are not at home. Take a look at your list and tell me which of the pros is most important to you and explain why.


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ACTIVITY 7: HOW DO YOU FEEL ABOUT WASHING/SANATIZING YOUR HANDS

In this exercise, people will tell us how they feel about washing / sanitizing hands before, during and after being in public. Click on the 3 or 4 feelings that best reflect how you felt/would feel if you washed / sanitized your hands before, during and after being in public. After you click on a feeling, a comment box will appear. Be sure to explain what caused you to feel the way you do.

ACTIVITY 8: WASHING / SANATIZING HANDS PROS AND CONS

In this section we will learn more about the barriers and benefits to washing / sanitizing hands before, during and after being in public. And now I’d like you to make a list of pros and cons of what it would be like if you washed / sanitized your hands before, during and after you were out in public. Take a look at your list and tell me which of the pros is most important to you and explain why.

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ACTIVITY 9: INFORMATION & INFLUENCERS

In this section we will learn more about who influences their behaviors and what kind of information they think is important. Tell me about the people or organization(s) you listen to or trust for information about wearing masks, “physical distancing” and hand sanitizing/washing. What makes these people or organizations credible? Tell me about the people or organization(s) you think are providing misinformation about wearing masks, “physical distancing” and hand sanitizing/washing. What makes these people or organizations unreliable? That’s it for Day 1!!! In this study you can continue to Day 2 right now, or wait until tomorrow.


ACTIVITY 1: IF MASKS COULD TALK

In this section we will get feedback to our barrier statements. Welcome to day 2 of research! Today’s activities will probably be the longest of the 4 days. I’ll suggest a place where you might want to take a break if you are feeling tired! Now, I want you to imagine that you were having 3 masks custom made just for you that you are going to wear when you go to places where masks are mandated. Each of these masks can be made with a word, phrase or image on them. What words or phrases would be on your custom-made masks? What would your mask say that reflects how you feel about wearing it? You can also search for a mask and upload a picture of a mask that says something if that would be easier or more fun. Remember, this is just between you and me, so anything goes!

ACTIVITY 2: BARRIER STATEMENTS MASKS

INFORMATION Below are 13 statements that summarize what we have heard other people say are the reasons they don’t wear a mask more often. For each statement I want you to indicate how much it reflects how you feel. Use a scale of 1 to 10, where 1 means “not at all”, and 10 means “completely”. Each statement has a “code” next to it so that you can refer to the statements by their codes in the last question of this exercise.

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HC: I keep hearing contradictory information about masks, so I don’t believe they are effective

LO: Leaders and other people I respect don’t always wear masks NS: The news sources I trust say that wearing a mask isn’t necessary PP: There’s a part of me that really wonders if the whole issue of COVID-19 is just

a political play for the upcoming election CR: I don’t think COVID-19 is real RC: I believe I have the right to make choices about what is right for me CB: I don’t think getting COVID-19 would be that bad TS: I don’t trust the sources who say that wearing masks is important UN: Wearing a mask is unhealthy UC: Wearing a mask is just uncomfortable PW: I don’t want to be the kind of person who wears a mask KN: When I don’t wear a mask, I feel a kind of kinship with other non-mask

wearers HM: I don’t have a mask


ACTIVITY 3: POTENTIAL MOTIVATORS MASKS

In this section we will try to understand potential motivators to wearing masks more often What might motivate you to wear a mask more often when you are not at home? Let’s do a little time travel. Let’s pretend that we can leap into the future. It’s now next summer. You and I are talking and you told me you wished you had worn a mask more often than you did over the past year. I’m surprised by this this and I ask what happened over the past year that made you say that. Tell me what has happened that caused your future self to regret not wearing a mask more often. Who convinced you to wear a mask? This could be someone you know personally or someone you don’t know but respect or admire. What did that person say? What did you see and/or hear that influenced you to wear a mask most of the time when you leave your home? Where would you be most likely to see and/or hear this? Why? What situation were you in that influenced you to wear a mask most of the time when you leave your home? What might you do to make wearing a mask when you leave home a habit?

ACTIVITY 4: WRITE A LETTER MASKS

In this section we will try to understand potential motivators to wearing a mask

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Here’s an exercise that I hope you have fun doing. I’d like you to write a letter that would convince someone like you to wear a mask most of the time when they are away from home. In your letter be sure to:

• Let them know you understand why they don’t wear a mask when they are not at home.

• Explain why you think they should reconsider wearing a mask when they are not at home

• Tell them what good will come from wearing a mask when they are not at home

• Help them understand why whatever they are concerned about is just not that big a deal.

• Finally, tell them what you will do to help them make the change. If you want to take a break, this would be a good time. You are half way done with today’s activities.

ACTIVITY 5: BARRIER STATEMENTS PHYSICAL DISTANCING

In this section we will get feedback to our barrier statements. INFORMATION Below are 12 statements that summarize what we have heard other people say are the reasons they don’t “physically distance” more often. For each statement I want you to indicate how much it reflects how you feel. Use a scale of 1 to 10, where 1 means “not at all”, and 10 means “completely”. Each statement has a “code” next to it so that you can refer to the statements by their codes in the last question of this exercise.

RT: I have a right to decide how close I stand to others PC: I miss the physical contact with my friends CC: I can’t control how close other people get to me TC: The cure is worse than the disease FC: When a friend is close its rude to ask them to move away – I don’t want to

offend my friends BB: Some places where I socialize make it difficult to maintain 6 feet from others

– like bars or BBQs OS: When I’m outside I don’t think I have to be six feet apart NG: I just don’t think that I’m likely to get COVID-19 IG: If I get it, it’s no worse than the flu, and I can handle that BT: I don’t believe or trust the people who say “physical distancing” is necessary RR: I just don’t think COVID-19 is a real problem in my region NG: I don’t know anyone who has gotten it from being close to others.


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ACTIVITY 6: POTENTIAL MOTIVATORS PHYSICAL DISTANCING

In this section we will try to understand potential motivators to “physically distancing” What might motivate you to “Physically distance” more often than you are today? Let’s do some more time travel. Let’s pretend that we can leap into the future. It’s now next summer. You and I are talking and you told me you wished you had “physical distanced” more often than you did over the past year. I’m surprised by this this and I ask what happened over the past year that made you say that. Tell me what has happened that caused your future self to regret not “physically distancing” more often. Who convinced you to “physically distance” most of the time when you are not at home? This could be someone you know personally or someone you don’t know but respect or admire. What did that person say? What did you see and/or hear that influenced you to “physically distance” most of the time when you’re not home? Where would you be most likely to see and/or hear this? Why? What situation were you in that influenced you to “physically distance” most of the time when you’re not home? What might you do to make “physically distancing” when you are not at home a habit?

ACTIVITY 7: PICK AN IMAGE PHYSICAL DISTANCING

In this section we will try to understand potential motivators to “physically distancing”

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I want you to keep imagining that in the future you have made the decision to “physically distance” most of the time when you are out of the home.

In this next exercise you will see a series of random images. I want you to pick three images that best reflect reasons that you might choose to ”physically distance” when you are not at home.

When you click on an image, a comment box will appear. Please use that comment box to explain how that image reflects a reason you might choose to wear a mask more often when you are not at home.


DAY 3 RESEARCH ACTIVITES

ACTIVITY 1: BARRIER STATEMENTS WASH / SANITIZE HANDS

In this section we will get feedback to our barrier statements. INFORMATION Hello and welcome to day 3 of research! You’ve done a lot of work so far, so I’ve tried to make today a bit shorter than the first 2 days 😊 Below are 10 statements that summarize what we have heard other people say are the reasons they don’t wash / sanitize their hands before, during and after being in public. For each statement I want you to indicate how much it reflects how you feel. Use a scale of 1 to 10, where 1 means “not at all”, and 10 means “completely”. Each statement has a “code” next to it so that you can refer to the statements by their codes in the last question of this exercise.

NW: I’m not worried about getting COVID-19, so I don’t need to wash or sanitize my hands

CR: COVID-19 isn’t real, so I don’t need to worry about washing or sanitizing my hands

CW: There are not convenient places to wash my hands when I’m out and about IM: Washing or sanitizing my hands too much can actually decrease my immunity DH: I don’t have hand sanitizer DC: My hands are too dry and chapped to wash or sanitize them all the time OP: I don’t see other people washing their hands or using sanitizer IB: I’m busy and I don’t have time to stop and find hand sanitizer or places to

wash my hands FG: I know I’m supposed to wash or sanitize my hands, but I forget to do it DR: I don’t remember to bring hand sanitizer when I go out

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ACTIVITY 2: POTENTIAL MOTIVATORS WASH / SANITIZE HANDS

In this section we will try to understand potential motivators to washing /sanitizing hands before during and after being in public What might motivate you to wash / sanitize your hands more often before, during and after being in public? Guess what? It’s time for more time travel. Let’s pretend that we can leap into the future. It’s now next summer. You and I are talking and you told me you wished you had washed / sanitized your hands more often than you did over the past year. I’m surprised by this this and I ask what happened over the past year that made you say that. Tell me what has happened that caused your future self to regret not washing / sanitizing your hands more often. Who convinced you to wash / sanitize your hands before, during or after being in public? This could be someone you know personally or someone you don’t know but respect or admire. What did that person say? What did you see and/or hear that influenced you to wash / sanitize your hands before, during and after being in public? Where would you be most likely to see and/or hear this? Why? What situation were you in that influenced you to wash / sanitize your hands before, during and after being in public? What might you do to make washing / sanitizing your hands before, during and after you are in public a habit?

ACTIVITY 3 WRITE A STORY

In this section we will try to understand potential motivators to washing / sanitizing hands before, during and after being in public INFORMATION In this activity, you will imagine that you have made the decision to wash / sanitize your hands before, during and after you are in public. I’m going to guide you to write a very short story about how that decision was made. I think you’ll have some fun with this! This story begins by setting the scene. I’d like you to set the scene by writing a sentence or two to explain what our hero (that’s you) currently does regarding washing / sanitizing their hands before, during and after being in public. Once upon a time…

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In the middle of this story our hero (that’s still you!) experiences a conflict. I’d like you to write a sentence or two about the conflict that makes him/her decide to wash / sanitize hands before, during and after being in public more often. And then… At the end of the story our hero (yep, you!) changes his/her habits when it comes to washing / sanitizing hands before, during and after being in public. I’d like you to write a sentence or two about what (s)he did to adopt this new habit. Finally… What’s the moral of your story? What’s the title of your story? That’s it for Day 3!!! In this study you can continue to Day 4 right now, or wait until tomorrow.



In this section we want to get feedback on ads that have been created already. INFORMATION Hello and welcome to the last day of our research! As I have said before, we really appreciate your willingness to share your perspectives, opinions, feelings, and thoughts over the past few days. Keep it coming! Today should be pretty fun – we want to get your feedback to several ads you might see. As always, please be honest about how you react. I just really want to know what you think and feel when you see these ads. Here’s the first ad. Please watch it and then answer the questions below. https://vimeo.com/443132891/f41db53eb4 What was the main idea of the ad? On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How believable is this ad? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How relevant is this ad? – In other words, does this ad seem to be directed to someone like you? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely…

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How engaging is this ad? – In other words, how likely would this ad be to catch your attention? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How informative is this ad? – In other words, did this ad provide you with new information or a new perspective? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How motivating is this ad? – In other words, do you feel motivated to change your behavior after watching this ad? Please be sure to explain your answer. What would you do to this ad to make it more motivating to you?


In this section we want to get feedback on ads that have been created already. Here’s the second ad. Please watch it and then answer the questions below. https://www.youtube.com/watch?v=4md-WCLo2y0&feature=youtu.be What was the main idea of the ad? On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How believable is this ad? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How relevant is this ad? – In other words, does this ad seem to be directed to someone like you? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How engaging is this ad? – In other words, how likely would this ad be to catch your attention? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How informative is this ad? – In other words, did this ad provide you with new information or a new perspective?

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Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How motivating is this ad? – In other words, do you feel motivated to change your behavior after watching this ad? Please be sure to explain your answer. What would you do to this ad to make it more motivating to you?


In this section we want to get feedback on ads that have been created already. Here’s the third ad. Please watch it and then answer the questions below. https://vimeo.com/444345334/c30020539b What was the main idea of the ad? On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How believable is this ad? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How relevant is this ad? – In other words, does this ad seem to be directed to someone like you? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How engaging is this ad? – In other words, how likely would this ad be to catch your attention? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How informative is this ad? – In other words, did this ad provide you with new information or a new perspective? Please be sure to explain your answer. On a scale of 1 to 10, where 1 is not at all, and 10 is completely… How motivating is this ad? – In other words, do you feel motivated to change your behavior after watching this ad?

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Please be sure to explain your answer. What would you do to this ad to make it more motivating to you?

ACTIVITY 4: WRAP-UP

In this section we thank the respondents and ask for any last advice

Before you go, we’d love to hear any parting thoughts you have on what might motivate you to wear a mask, wash / sanitize your hands before, during and after being in public, and “physically distance.” Otherwise, that’s it! I just want to thank you for your time and candor in this research. I hope you enjoyed participating.

Appendix 3: Feelings Wheel

Appendix 4: Debrief Templates

COVID-19 BARRIERS AND MOTIVATIONS DEBRIEF GUIDE 4-Day On-Line Research

Research Objectives

• Drive clarity about which barriers & motivations are most relevant • Identify important influencers • Provide direction for messaging context, tone and feel • Provide insight into how likely the various audience sub-segments would be

AUGUST 17TH Respondent Status:

• Respondent Type? • How many started? • How many complete? • Quality of responses? – Do we need to trouble shoot anything? Is the guide working?

Current Behaviors & Beliefs: What are they doing when they are out and about?

• Where? • With Who? • Size of venues? • Norms among people they are with for3 key behaviors? • Who/what/where/how do they get info that influences them? • What sources of information (who/what/where) and considered untrustworthy?

Wearing A Mask:

• Frequency patterns? • Feelings and why? • Pros & Cons • “If masks could talk” – Themes? • Barrier Statements – Top 3 / Themes? What’s not rising to the top? • Motivators – Themes from Motivations Activity and the Letter

o What’s your favorite letter? What’s your hypothesis about the most significant barriers to wearing masks based on everything you have read?

• Rationale? • Which ones have the highest likelihood of being overcome and why?

What’s your hypothesis about the most significant motivations for wearing masks based on everything you have read?

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• Potential influencers? • Which motivations seem to address the emerging barriers?

Physical Distancing:

• Frequency patterns? • Feelings and why? • Pros & Cons • Barrier Statements – Top 3 / Themes? What’s not rising to the top? • Motivators – Themes from Motivations Activity and Picture Projection

o What images are getting selected most – is there a pattern? What’s your hypothesis about the most significant barriers to wearing masks based on everything you have read?




CONSERVATIVES – Washing / Sanitizing hands before, during and after being out in public

• Frequency patterns? • Feelings and why? • Pros & Cons • Barrier Statements – Top 3 / Themes? What’s not rising to the top? • Motivators – Themes from Motivations Activity and Short Story

o What’s your favorite story? o Story Morals – is there a pattern?

What’s your hypothesis about the most significant barriers to wearing masks based on everything you have read?




YOUNG ADULTS – Gathering of 5 or less, outside:

• Frequency patterns? • Feelings and why? • Pros & Cons

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• Barrier Statements – Top 3 / Themes? What’s not rising to the top? • Motivators – Themes from Motivations Activity and Memes

o What’s your favorite meme? What’s your hypothesis about the most significant barriers to wearing masks based on everything you have read?




Ad Feedback: BOTH -- Symptoms:

• Understanding? – Misunderstandings? Confusion? Issues? • Believable? – Why? Influencer info? What works, what doesn’t? • Relevant? – How could it be more relevant? • Engaging? – images? Words? Style? – How do these things help / hurt the message? • Informative? – Did they learn anything new? • Motivating? – How motivating was it? What could make it more motivating? • Did any new barriers emerge?

YOUNG ADULTS -- Survival Guide:


CONSERVATIVES – Mask-Up:


YOUNG ADULTS – Wanna Bet:

• Understanding? – Misunderstandings? Confusion? Issues? • Believable? – Why? Influencer info? What works, what doesn’t?

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• Relevant? – How could it be more relevant? • Engaging? – images? Words? Style? – How do these things help / hurt the message? • Informative? – Did they learn anything new? • Motivating? – How motivating was it? What could make it more motivating? • Did any new barriers emerge?

CONSERVATIVES – Goodbye Mom:


Moderator Musings:

• What are the thoughts you have about what we have learned? • What do you think you need to probe on more? • What are you curious to find out?

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Research Qualitative - Washington State Department of Health

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