Social distancing: How to persuade others that it works So, given these challenges - how can you talk to people who are not taking public health guidance seriously in a way that will be effective? First, cite the medical institutions and practitioners best placed to provide information on the epidemic, such as independent public health bodies who ground their advice in evidence. "The messenger has to be seen as an expert," says West. "We're much more likely to take seriously advice from people who we think know what they are talking about." Second, make the message positive. "Since we are asking people to be isolated, and it's not seen as a positive thing for most people, what we can do is frame that isolation in terms of something positive." says Martin. "Perhaps it's having more time for something you might not otherwise, like catching up on reading." For elderly people, who may be less time-poor to start with, focusing on the opportunity to do something creative and useful might work, Martin adds, such as getting the garden in order or doing an art project they've always wanted to do but haven't.


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