The National Institution for Transforming India (NITI) Aayog, in association with numerous stakeholders, has initiated a behavior modification campaign termed ‘Navigating the New Normal’ and an associated website. The crusade is split into two segments: one focusing on COVID-safe behavioural norms during the ongoing unlock phase, and the other highlighting the importance of mask wearing.
Essential Features of the Campaign
The first part of the campaign comprises a web portal that offers resources informed by behavioral science through the application of nudge and social norms theory. Furthermore, the portal also emphasizes four key behaviors crucial in the unlock phase: mask-wearing, social distancing, hand hygiene, and abstaining from spitting in public.
Role of Citizens
‘Navigating the New Normal’ seeks to encourage desired social behavior where the onus of enforcement transitions from the government to the citizens themselves.
Sector Specific Guidelines
The website also aims to provide sector-specific collaterals and guidelines for various domains, including health, nutrition, and public transportation in metropolitan cities.
Global Practices Adopted
Countries like Japan and South Korea have successfully made mask-wearing a socially accepted norm. In India, recent initiatives such as the new health protocol issued by Meghalaya and the Economic Survey 2019 have laid emphasis on facilitating behavioral changes for coping with COVID-19, promoting gender equality, encouraging savings, improving tax compliance, and ameliorating credit quality.
Understanding Behavioral Science and Nudge Theory
Behavioral science uses psychological insights into human behavior to explain decision-making. It accepts that human decisions often deviate from classical principles and uses these psychology-based insights to ‘nudge’ people towards desirable behavior.
Nudge theory, which American economist Richard Thaler won the 2017 Nobel Prize in economics for, suggests that people can be encouraged to make desirable decisions rather than being penalized for undesirable behavior. It emphasizes that humans often require a ‘nudge’ to do what’s best for the country or society.
Challenges with Behavioral Science
Despite its effectiveness, behavioral science does face hurdles. For instance, continuous efforts are needed to change mindsets that have prevailed for decades, such as in cases like Beti Bachao, Beti Padhao, and Swachh Bharat Mission, unlike one-time actions like giving up the LPG subsidy.
Moreover, specific targeting is required to make campaigns successful. For instance, the ‘Beti Bachao, Beti Padhao’ campaign did not target states with already skewed child sex ratios effectively. Also, one must exercise caution to avoid confirmation bias when applying behavioral insights.
Creating the New Normal
As lockdowns are lifted, minimizing the spread of COVID-19 without hampering people’s movement poses a challenge. This calls for creating a “New Normal”, a state where routine activities are adapted to consistently comply with COVID-19 protective behaviors. This new normal requires a collective effort towards adopting hygienic behavioral practices for the safety and health of all.
