A group of us at strtgst created an Open Strategy Brief to crowd-source creative ideas for how to convince the people who can afford to stay home to choose to do so.
The Insight: some of the people refusing to stay in are more fearful about losing their social currency than real money (source: https://www.latimes.com/california/story/2020-03-16/refusing-to-heed-social-distancing-directives-coronavirus).
The Mindset Shift: lean into “me culture” as the way to keep people indoors.
- Stop trying to sell “staying in” as selfless.
- In uncontrollable times, folks need to feel they’re in control.
- Don’t rely on logic & stats. People trust themselves not data.
The Strategy: make physical isolation the new luxury destination.
The Idea: #ronaJOMO: the Joy of Missing Outside in the era of coronavirus.