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Nudging Citizen Engagement in Government Campaign

February 10, 2021 Project - By: Admin

During the current COVID-19 pandemic, Indonesia is one of the countries that has been hit the hardest. With the increasing rate of positive cases and the low rate of citizens’ compliance on the government’s 3M (Mencuci tangan, Memakai masker, Menjaga jarak) safety protocol, Indonesia is still struggling to overcome the pandemic. That being said, creating effective communication is important as one of the ways to help prevent the spread of the COVID-19 virus.

The British Embassy Jakarta and the East Java government have been collaborating with us (nudgeplus) to create a behavioural science program to aid in the government’s pandemic-related policy. The purpose of the project is: improve the East Java’s PR Team’s capability in designing campaigns and conducting behavioural interventions using insights from behavioural science. 

We managed to design interventions by determining which key 3M behaviour has the lowest compliance rate. We found that lack of hand-washing was the most problematic behaviour. Therefore, 3 behavioural interventions were designed and created for a 3-week timeframe to increase hand-washing behaviour.

Compared to the control group, an increasing trend of hand-washing behaviour was shown across the weeks – similar reports of hand-washing with soap was also evident.

We are finalising our final full report. To read our report highlights, download here:



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