Share Your Findings and Data With Anyone
Using data and visualizations to share the impact you are making has proven to be persuasive. In the past, there have been ways to do this outside of Civis Platform,…
THE CHALLENGE
Wearing a mask is one of the most critical steps citizens can take to reduce the spread of COVID-19. But as of June 2020, only 66% of Illinois residents regularly wore masks outside the house. Ahead of a $5M media campaign, the State of Illinois wanted to know how to most effectively target residents that didn’t regularly wear a mask, but could be persuaded to do so with the right intervention.
THE SCIENCE
Using Creative Focus, Civis ran a message test to identify:
THE IMPACT
Creative Focus showed that a message comparing a mask to a seatbelt or a helmet was the most effective across all key populations. This message was made the focal point of the State’s campaign. Additionally, Civis developed a risk-based model, updated weekly, to guide campaign spending and direct advertising budget where it is most needed. Since the campaign launched, mask-wearing across Illinois increased 21%.
“We’ve worked with Civis to test which messages work most effectively to increase mask-wearing, participation in contact tracing and willingness to get the vaccine. With all the topics we’ve tested, we’ve seen that personal benefits are what resonate with people — meeting people where they are and giving them straight-forward reasons to do what’s right.”
Overall, “Seatbelt, Helmet, Mask” was the most effective message across subgroups, with a +3 percentage point (pp) average treatment effect (ATE). The other messages tested had neutral effects.
