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As Covid-19 disrupts life as we know it, the key question that is driving much of public service advertising around the pandemic is: How must one effectively communicate the need for, and bring about, lasting change in people’s behaviour?
A recent survey by Kantar showed that in India, 45 per cent of the consumers surveyed were more bothered by the disruption, rather than the health issues caused by the virus. This is in keeping with trends across the world. With people restless to get on with the old way of life, changing behaviour for good is a tough ask.
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