COVID-19 Informational Ringtone

An intervention in Pakistan replaced the mobile phone dial tone you hear when calling someone with a recorded behaviourally-informed health message on COVID-19, which appealed among other factors to people’s sense of responsibility towards their loved ones. Over 113 million people heard the message, making it the most effective communication medium adopted by the Government. Coronavirus Attitude Tracker Surveys indicate that the messages positively impacted knowledge, perceptions and most important behaviours related to COVID – for instance, people reported being 43 percent more likely to wear masks.

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