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Make physical isolation the new luxury destination.

How can we convince people who don’t care about catching COVID-19 to stay home? Lean into “me culture” (JOMO).

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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: 

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. 

Upload or share a link to this resource/message/source of information to share it with others.

Did this resource motivate you to change your behaviors?

  • Yes

In what ways did you change your behaviors as a result of this resource?

Share #ronaJOMO examples on social media. 

Did you share this information with your network?

  • Yes

In what ways did you share this information?

LinkedIn, Twitter, FB groups, Slack groups. 

Where are you getting information around COVID-19?

  • Local Government
  • News: Digital
  • Social Media
  • SMS Alerts

In what city are you located?

New York City

In what country are you located?

United States


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