Social Marketing for Pandemic Planning

Hello everyone,

I am assisting in a university effort to prepare for the possibility of a pandemic flu outbreak. While not a question of environmentally-sustainable behavior, promoting good personal hygiene will be essential in preventing the spread of illness (i.e. "sustainable social behavior"). Does anyone have recommendations or references for how to encourage good personal hygiene among a very diverse urban college community? We're hoping to launch some type of program which uses existing community networks at the university (i.e. students teaching students in the dorms, etc.) to ease fears and teach people simple techniques/practices to avoid getting sick. Considerations include cultural norms about behavior, social interaction, etc. as well as the need for simple messages due to the large population who speak English as a second language. In our sessions so far, we've discussed behavioral tendencies such as to: 1) attend to work/school duties despite being sick (i.e. the mentality that research, my thesis, my duties can't wait!) 2) congregate in times of stress or anxiety (i.e. coming together to cope, console, etc.) 3) volunteer to help, without proper training 4) panic and not know what to do The list goes on and on.... Much of the pandemic guidance out there discusses social distancing and stay-at-home policies but there are lots of behavioral and emotional challenges to this. Any suggestions would be greatly appreciated.

Thanks!
Debbie

Debra Sorocco
EHS Program Manager
Division of Student Life
Massachusetts Institute of Technology
77 Massachusetts Avenue,
Cambridge, MA 02139 Building E19-429;
phone: 617.324.6034;
fax: 617.258.8163