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The Choctaw Nation drives were first launched in 2020, born from community feedback. Lacey Callahan, grants operation manager for the behavioral health center, explains that their original approach — hour-long formal presentations — wasn’t working.
“What we heard from our community is that (the presentations) did not feel safe,” Callahan said. “What felt safer to them was to discreetly come through on their terms, when it was convenient for them, receive a smaller training just on how to use it, and not have law enforcement present.”
The tribe now strategically places these drives based on precise data analysis. Mason Emert, an epidemiologist with the Choctaw public-health department, studies statewide overdose information collected in a federally developed program called the Overdose Detection Mapping Application Program (ODMAP), where users enter overdose data into a cross-jurisdictional database.
Nearly five years ago, in April 2020, just a few months into the pandemic, Jay van Bavel – a social psychologist at New York University – published a landmark paper aimed at helping those in power do just that. Bavel and colleagues' paper was influential as it made clear that governments couldn't rely solely on rules and regulations; they needed to motivate the public to follow them.
In doing so, they proposed 19 behavioural principles – policies that were rooted in decades of psychological research and designed to help guide the public's response to the pandemic. Many of these principles were adopted by governments around the world, in the hope that psychology might help 'nudge' us, or even shove us, towards safer behaviours. These principles took many forms, from encouraging a shared sense of identity – 'we're all in this together' type thinking – to targeting fake news and misinformation.
These questions were especially important to my own research, on adolescent social development and mental health. Could we really get young people to stick to these restrictions? And to what extent were the huge social sacrifices being asked of young people worth it in the long run? These unknown questions were hugely important to understand and to collect data on, and to understand what policies worked and were worth implementing.
So, my interest was piqued, and it wasn't too long before I found myself in the unusual position of having first-hand experience of very different approaches to the behavioural principles in action…
Changing health information to match specific cultures can improve health outcomes. However, there are no government rules to make health information fit different cultures. We made a cultural tailoring score to test health materials. Graduate students from the target cultures tested it on COVID-19 vaccine ads. The score showed that cultural elements made the ads work better and helped people understand health messages. We suggest testing the score more to give researchers a simple tool for creating better health materials.
