Risk Communication Requirements for Special Target Groups in a Long Lasting COVID-19-Ccrisis

Abstract: Challenges to risk communication in the Sars-CoV-2 pandemie will increase over time.Special forms of communication, both in terms of contents and modes, have to be developed for different target groups: Older people are more vulnerable to severe variants of the illness, younger people, by remaining mobile when infected and tending to be less compliant to rules of social distancing, might play a larger role in spreading the virus. This study will explore the major risk perceptions and behavioral intentions of different target groups. Communication methods and formats will be designed that promise to foster adequate behavior thus leading to risk reduction. The chain from risk perception, awareness, willingness to act up to behavioral change will inform the analysis. The risk perception paradox describing the gap between risk perception and protective action, can be addressed by identifying the opportunities of and barriers to risk adaptive behavior and enabling target-specific and inclusive risk communication. A long-term COVID-19- risk communication program will be established that is still effective when the peak of the crisis has been passed but protective action is still needed.The project will use survey methods in conjunction with focus groups and consensus methods (e.g. Group Delphi). This study will aim at providing a long-term risk communication manual, based on empirical and risk communication experience and a consensus among communication experts. Effective communication will reduce risks to health and live and can contribute to a better health record.; Research Type: social sciences; Study population: individuals of two age groups, 18-30 years of age and 50-70 years of age