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I imagine the fact that the panicky government and their panicky scientists and panicky behavioural psychologists told us to 'be afraid, be very afraid' has something to do with it. It persuaded people into fearing for their lives and has now discovered people might not easily be persuaded out of it.
'The perceived level of personal threat needs to be increased among those who are complacent, using hard-hitting emotional messaging.'
https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/882722/25-options-for-increasing-adherence-to-social-distancing-measures-22032020.pdf
SAGE advice indeed.
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