Connect with us

Spread & Containment

Why young people tune out government COVID-19 messaging

Why young people tune out government COVID-19 messaging

Published

on

Young people don't pay attention to government communication on COVID-19 because they don't like being talked at rather than listened to. Alexis Brown/Unsplash

Across Canada, COVID-19 infection rates are climbing amid the coronavirus’s second wave.

Since a short flattening of the curve in the summer, transmission has continued to rise, particularly among young people who have been scolded by politicians like Ontario Premier Doug Ford for having parties and other get-togethers without appropriate distancing.

But the various reprimands by political leaders are falling on deaf ears. COVID-19 rates among those 20 to 29 years old are the highest of any age group in the country.

Governments simply don’t seem to be able to reach young people with COVID-19 safety messages, though this isn’t for lack of trying.


Read more: To change coronavirus behaviours, think like a marketer


Ryan Reynolds enlisted

In British Columbia, where I live and work, Premier John Horgan convinced Vancouver native and movie star Ryan Reynolds to record a message telling young people to act responsibly and prevent the spread of COVID-19.

Ryan Reynolds pitched in, humorously, to appeal to young Canadians. Courtesy of Vancouver Sun.

But his humorous appeal wasn’t enough to prevent the current second wave, and COVID-19 cases in young people continue to climb in Québec, Ontario, B.C. and Alberta.

Why are young people so hard to reach? I suggest in part it’s due to the fact that governments are not communicating in ways that resonate with them.

One-way communication doesn’t work

Most government communication still works on a one-way or broadcast model. But research shows that when government communicators actually engage in dialogue with younger citizens, instead of just broadcasting to them, their messages are much more effectively received.

These findings are consistent when it comes to current pandemic-related information. Recent research out of China shows that while communicators may try to get creative with interesting video, audio and image-based content, audiences are more likely to engage with content that involves dialogue. People respond better when governments listen to them and then speak to them, rather than just talking at them.

Young people are especially likely to tune out broadcast-style messages because they’ve grown up with social media that is centred on dialogue.

A teenaged girl looks at her phone outdoors.
Young people are much more responsive to communication that involves dialogue. (Luke Porter/Unsplash)

In Canada, our government and public health communicators are generally using old control-the-message tactics to reach people, and this is a losing proposition.

The fact is, the demographic most likely to be on Twitter is over 30, and young people feel that Facebook is the place where they interact with their parents, making neither of these platforms “cool,” even if Ryan Reynolds is on them. YouTube news conferences and broadcast-style Twitter feeds that stay on message aren’t going to work because they come across as tone-deaf and inauthentic.

Go to where young people hang out online

Instead, communicators actually need to go to where young people reside online and engage with them in their preferred communication style. Some public health agencies around the world have begun to experiment with TikTok, and have been having some success.

Singh wears a fuschia turban while singing in a TikTok video.
Singh has embraced TikTok. TikTok

In Canada, though, top-down government messaging and PR are often not compatible with the light-hearted and fast communication style of TikTok. And so even though NDP Leader Jagmeet Singh has been applauded for his viral TikTok videos, public health agencies have yet to follow suit.

Some might argue that a message suitable for TikTok would be too short, too silly or too irreverent to convey the seriousness of COVID-19 prevention. But those who believe that are missing out on the potential of the medium and its ability to connect with young people.

Doctors using TikTok

In fact, some physicians have already begun to use TikTok to reach others, including Naheed Dosani, a Toronto doctor and health communicator. Public health officials and other politicians, including provincial premiers and health ministers, should take a page from Dr. Dosani’s playbook and make the most of the platforms favoured by young people.

In addition to going to the platforms most frequented by young people online, public health communicators must also spend time understanding the needs of their audience. They need to listen to young peoples’ frustrations, fears and concerns. Then they must speak to young people like human beings, rather than scolding them or speaking as a parent or teacher would to a child.

That’s what Singh continues to get right about his communication strategy, and is where current leaders and public health officials are falling short.

Jaigris Hodson's research has received funding from CIHR and SSHRC.

Read More

Continue Reading

Spread & Containment

Argonne’s Jordi Roglans-Ribas claims second Secretary’s Honor Award

Jordi Roglans-Ribas, a former director of the Nuclear Science and Engineering division at the U.S. Department of Energy’s (DOE) Argonne National Laboratory,…

Published

on

Jordi Roglans-Ribas, a former director of the Nuclear Science and Engineering division at the U.S. Department of Energy’s (DOE) Argonne National Laboratory, received his second 2022 U.S. Secretary of Energy Achievement team award for participating in the team that completed the Versatile Test Reactor (VTR) Environmental Impact Statement (EIS).

Credit: (Image by Argonne National Laboratory.)

Jordi Roglans-Ribas, a former director of the Nuclear Science and Engineering division at the U.S. Department of Energy’s (DOE) Argonne National Laboratory, received his second 2022 U.S. Secretary of Energy Achievement team award for participating in the team that completed the Versatile Test Reactor (VTR) Environmental Impact Statement (EIS).

Roglans-Ribas was also recognized with a 2022 team award for work with the National Nuclear Security Administration’s (NNSA) Kazakhstan Reactor Conversion Team to make nuclear research reactors safer from proliferation risk. The Secretary’s Honor Awards are considered one of DOE’s highest honors.

“The award for the completion of the VTR EIS recognizes the successful effort of the entire team and the significance of DOE completing the first reactor EIS.” — Jordi Roglans-Ribas, Argonne

An EIS is a government document that outlines the impact of a proposed project on its surrounding environment. It helps policymakers and community leaders make key decisions.

“The award for the completion of the VTR EIS recognizes the successful effort of the entire team and the significance of DOE completing the first reactor EIS,” said Roglans-Ribas.

Roglans-Ribas worked closely on the VTR EIS with a multidisciplinary group from government departments, national laboratories and contractor offices beginning in August 2019 and throughout the COVID-19 pandemic. As a result, DOE published its first EIS for design and construction of a nuclear reactor since establishment of the National Environmental Policy Act in 1970. Now in the Federal Register, the VTR EIS has helped accelerate release of the Department of Defense’s Strategic Capabilities Office’s EIS for building and demonstrating the Project Pele mobile microreactor. The U.S. Nuclear Regulatory Commission will reference both statements as it prepares its own versions for commercial advanced reactors currently under development.

“Jordi had an integral, long-term role on a professional team with immense collective expertise, keen attention to detail and enduring commitment,” said Temitope Taiwo, director of Argonne’s Nuclear Science and Engineering division. ​“As a result, the team completed a high-quality, complex and publicly visible analysis in a difficult pandemic environment.”

The VTR EIS team’s efforts were specifically praised for helping DOE advance its own efforts to provide a fast-reactor-based neutron source and testing capability. This capability has been missing from nuclear energy research and development infrastructure for nearly three decades. It is a critical capability needed to enhance and accelerate the innovative nuclear technologies that will advance U.S. objective to reach net-zero emissions by 2050.   

Argonne National Laboratory seeks solutions to pressing national problems in science and technology. The nation’s first national laboratory, Argonne conducts leading-edge basic and applied scientific research in virtually every scientific discipline. Argonne researchers work closely with researchers from hundreds of companies, universities, and federal, state and municipal agencies to help them solve their specific problems, advance America’s scientific leadership and prepare the nation for a better future. With employees from more than 60 nations, Argonne is managed by UChicago Argonne, LLC for the U.S. Department of Energy’s Office of Science.

The U.S. Department of Energy’s Office of Science is the single largest supporter of basic research in the physical sciences in the United States and is working to address some of the most pressing challenges of our time. For more information, visit https://​ener​gy​.gov/​s​c​ience.


Read More

Continue Reading

Government

Hyro secures $20M for its AI-powered, healthcare-focused conversational platform

Israel Krush and Rom Cohen first met in an AI course at Cornell Tech, where they bonded over a shared desire to apply AI voice technologies to the healthcare…

Published

on

Israel Krush and Rom Cohen first met in an AI course at Cornell Tech, where they bonded over a shared desire to apply AI voice technologies to the healthcare sector. Specifically, they sought to automate the routine messages and calls that often lead to administrative burnout, like calls about scheduling, prescription refills and searching through physician directories.

Several years after graduating, Krush and Cohen productized their ideas with Hyro, which uses AI to facilitate text and voice conversations across the web, call centers and apps between healthcare organizations and their clients. Hyro today announced that it raised $20 million in a Series B round led by Liberty Mutual, Macquarie Capital and Black Opal, bringing the startup’s total raised to $35 million.

Krush says that the new cash will be put toward expanding Hyro’s go-to-market teams and R&D.

“When we searched for a domain that would benefit from transforming these technologies most, we discovered and validated that healthcare, with staffing shortages and antiquated processes, had the greatest need and pain points, and have continued to focus on this particular vertical,” Krush told TechCrunch in an email interview.

To Krush’s point, the healthcare industry faces a major staffing shortfall, exacerbated by the logistical complications that arose during the pandemic. In a recent interview with Keona Health, Halee Fischer-Wright, CEO of Medical Group Management Association (MGMA), said that MGMA’s heard that 88% of medical practices have had difficulties recruiting front-of-office staff over the last year. By another estimates, the healthcare field has lost 20% of its workforce.

Hyro doesn’t attempt to replace staffers. But it does inject automation into the equation. The platform is essentially a drop-in replacement for traditional IVR systems, handling calls and texts automatically using conversational AI.

Hyro can answer common questions and handle tasks like booking or rescheduling an appointment, providing engagement and conversion metrics on the backend as it does so.

Plenty of platforms do — or at least claim to. See RedRoute, a voice-based conversational AI startup that delivers an “Alexa-like” customer service experience over the phone. Elsewhere, there’s Omilia, which provides a conversational solution that works on all platforms (e.g. phone, web chat, social networks, SMS and more) and integrates with existing customer support systems.

But Krush claims that Hyro is differentiated. For one, he says, it offers an AI-powered search feature that scrapes up-to-date information from a customer’s website — ostensibly preventing wrong answers to questions (a notorious problem with text-generating AI). Hyro also boasts “smart routing,” which enables it to “intelligently” decide whether to complete a task automatically, send a link to self-serve via SMS or route a request to the right department.

A bot created using Hyro’s development tools. Image Credits: Hyro

“Our AI assistants have been used by tens of millions of patients, automating conversations on various channels,” Krush said. “Hyro creates a feedback loop by identifying missing knowledge gaps, basically mimicking the operations of a call center agent. It also shows within a conversation exactly how the AI assistant deduced the correct response to a patient or customer query, meaning that if incorrect answers were given, an enterprise can understand exactly which piece of content or dataset is labeled incorrectly and fix accordingly.”

Of course, no technology’s perfect, and Hyro’s likely isn’t an exception to the rule. But the startup’s sales pitch was enough to win over dozens of healthcare networks, providers and hospitals as clients, including Weill Cornell Medicine. Annual recurring revenue has doubled since Hyro went to market in 2019, Krush claims.

Hyro’s future plans entail expanding to industries adjacent to healthcare, including real estate and the public sector, as well as rounding out the platform with more customization options, business optimization recommendations and “variety” in the AI skills that Hyro supports.

“The pandemic expedited digital transformation for healthcare and made the problems we’re solving very clear and obvious (e.g. the spike in calls surrounding information, access to testing, etc.),” Krush said. “We were one of the first to offer a COVID-19 virtual assistant that deployed in under 48 hours based on trusted information from the health system and trusted resources such as the CDC and World Health Organization …. Hyro is well funded, with good growth and momentum, and we’ve always managed a responsible budget, so we’re actually looking to expand and gather more market share while competitors are slowing down.”

Hyro secures $20M for its AI-powered, healthcare-focused conversational platform by Kyle Wiggers originally published on TechCrunch

Read More

Continue Reading

Spread & Containment

Burger King Adds a Failed McDonald’s Comfort-Food Menu Item

Both companies have tried to make this beloved southern staple work, and Burger King is trying again with multiple new versions.

Published

on

Fast-food burger chains deal in the familiar. 

They sell comfort food, meals that make their customers feel good (even if that feeling soon enough turns to regret).

When one of the big three chains -- McDonald's, Wendy's (WEN) - Get Free Report, and Burger King -- adds a new menu item, it's either something outrageous designed to get publicity or an item that builds on the comfort-food model.

DON'T MISS: Unique McDonald's Sandwich Makes Its Menu Return

That's why so many fast-food innovations arise from taking a core menu item and give it a small twist. Wendy's does this more than any other chain as it rotates in different takes on cheese fries and new burgers that add well-known flavors like pretzel buns or more bacon.

McDonald's (MCD) - Get Free Report has been experimenting with similar ideas -- specifically trying to make southern classics like sweet tea and chicken biscuits -- work. The chain has had more success with sweet tea, which has become a menu staple, than it has with making chicken biscuits a morning staple.

And while McDonald's has tried to add southern style chicken biscuits to its morning menu without sustained success, that has not stopped its rivals from taking their own shot at the regional favorite. 

Wendy's has offered its Honey Butter Chicken Biscuit since it brought back its breakfast menu in 2020. And now Restaurant Brands International's (QSR) - Get Free Report Burger King has decided to add multiple takes on a chicken biscuit to its morning menu.

Wendy's also sold a "hot" version of its Honey Butter Chicken Biscuit.

Image source: Wendy's.

Burger King Adds Multiple Chicken Biscuits  

Burger King has built its morning menu around meat. The chain sells versions of its famed Croissan'Wich with double sausage, one with bacon, ham, and sausage, and similar offerings on biscuits.

Now, Burger King has been testing adding chicken to its meaty morning lineup.

Some of the chain's locations already sell a regular Chicken Biscuit and a Smoky Maple Chicken Croissan’wich (although those items are not being sold nationwide) and now it's testing a new take on a chicken biscuit in select markets.

"The Smoky Maple Chicken Biscuit features breaded white meat chicken with a smoky maple glaze on a warm buttermilk biscuit. It will be available through Aug. 31 while supplies last," according to Restaurant Business Online.

Burger King is offering the Smoky Maple Chicken Biscuit only in the Kansas City and Orlando-Daytona Beach markets.

McDonald's Also Bets On Breakfast Comfort Food 

McDonald's first put bagels on its breakfast menu in 1999. They were removed in January 2022 when the chain eliminated all-day breakfast and slimmed down its morning menu due to the covid pandemic.

Losing the bagels wasn't just about customers getting one less bread choice for their breakfast sandwich. It also invvolved McDonald's removing steak -- a meat that was only sold on a bagel -- from its morning menu.

Now, after a slow rollout across the country, McDonald's has returned its popular breakfast bagels to menus nationwide (albeit without making an official announcement).

Fans clamored for the return on social media in April 2022, when McDonald's Tweeted "Bring back ____." Tens of thousands of fans answered the query and the Breakfast Bagels were a popular request.

The most-requested item, the Snack Wrap, has not been returned and might not despite customer interest because making them adds complexity to the chain's kitchen operations. 

That's something the company has been working against as it works to streamline delivery and digital sales.         

Read More

Continue Reading

Trending