Words matter: how New Zealand's clear messaging helped beat Covid

One year on from the nation’s first case of coronavirus, Aotearoa has largely eliminated the virus - communications played a key part in its success

“Stay at home. Protect the NHS. Save lives.” The catch cry of pandemic Britain under Boris Johnson, revived last month, might sound familiar to New Zealanders now enjoying their “unstoppable summer”.

Johnson’s three-part slogan reportedly derived last March from a suggestion by Ben Guerin, a 25-year-old Kiwi who advised on the Conservatives’ social media strategy. His attention had been caught by a phrase that was increasingly prevalent in Prime Minister Jacinda Ardern’s messaging back home: “Stay at home, save lives.”

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Coronavirus | The Guardian

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