Strategic science communication: the “flatten the curve” metaphor in COVID-19 public risk messaging

Abstract

This chapter discusses the emergence of the “flatten the curve” metaphor in the context of COVID-19 science communication strategies and its role in public messaging efforts that sought to inform world populations and mitigate the effects of the pandemic. Faced with the unexpected arrival and spread of the new coronavirus, governments worldwide have responded with mitigation policies to contain the dissemination of the disease. Prevention behaviours, such as washing hands frequently and maintaining social distancing, were thoroughly communicated to the public. However, despite the quality of the communication campaigns implemented, it is always hard to change people’s perceptions, attitudes, and behaviours, even more so in the short term, as is required in a global health crisis. In pandemics, the literature on risk and crisis communication suggests that messages sent by authorities should enable the understanding of complex information, avoid misinformation, and promote the adoption of adequate behaviours. This assertion presumes that, ideally, communication campaigns follow a set of strategic decisions on target audiences, communication objectives, key messages, adequate channels and message format. Although the emergence of the “flatten of the curve” metaphor did not follow a classical strategic approach, it seems to have incorporated a set of valuable communicational principles that explain why it has become the defining message of about COVID-19. This well-known chart grew into a science strategic communication device, conveying complex scientific information in an engaging but also clear way to the general public. It is, therefore, a good example to advogate for a strategic science communication approach.