When communicating how something works, a metaphor or a good analogy helps no end. How vaccines work and how they protect individuals and communities from disease: are "vaccines are like sunscreen ..." "no, wait, airbags ..." "no, wait ...". Unfortunately, communal benefit is harder to define, harder to quantify, and harder to describe than individual protection, because "it's not the way Americans are used to thinking about things," Neil Lewis, a behavioural scientist and communications expert at Cornell, tells The Atlantic. "That's in part because communal risk isn't characteristic of the health perils people in wealthy countries are accustomed to facing: heart disease, stroke, diabetes, cancer. Maybe that's part of why we gravitate toward individual-focused comparisons. Slipping into a pandemic-compatible, population-based frame of mind is a big shift. In the age of Covid-19, "there's been a lot of focus on the individual", Lewis says. That's pretty at odds "with how infection works".
Calling the news
Stories from the frontline of the news ... "I had a panicking woman call to tell me a bicyclist had gone over a tall ledge next to the highway and that she thought he might be lying injured on the lakebed below. Having heard nothing about it on my scanner, I asked if she'd called 911. I could hear she was trying to cover up her phone as she yelled to someone else: "Rob! Did you call 911?" I firmly instructed her to hang up and do so and a minute later, the scanner tones went off. It would turn out that SHE ran the guy off the road during a bicycle race there because she was driving too fast. The rider was uninjured and only went a few feet off the road before picking up his bike and continuing. By the time she turned her car around, he was gone and she freaked out. In the end, all was fine. However, I will never, ever know why her first instinct was to call the local newspaper ..."