●Navigating the New Normal campaign : NITI Aayog
•The portal focuses on easy implementation of four key behaviours in the unlock phase: [It lays emphasis on the Behaviour Change Model for living with Covid-19.]
1. mask-wearing (essential focus)
2. social distancing,
3. Hand hygiene,
4. Not spitting in public.
•The campaign has two parts:
1. Covid-safe behavioural norms: The first is a web portal, containing resources informed by behavioural science and the use of nudge and social norms theory, related to Covid-safe behavioural norms during the ongoing Unlock phase, and
2. Wearing of Masks: The second is a media campaign focused on the wearing of masks.
•The Economic Survey 2019 too lays out an ambitious agenda for behavioural change by applying the principles of behavioural economics to several issues, including gender equality, a healthy and beautiful India, savings, tax compliance and credit quality
•Behavioural science is a method of analysis that applies psychological insights into human behaviour to explain their decision-making
•In reality, decisions made by people often deviate from the classical principles. Drawing on the psychology of human behaviour, science provides insights to ‘nudge’ people towards desirable behaviour.
•It aims at desired social behaviour in which the enforcement burden shifts from the Government to the citizens.
【 The website will have sector-specific collaterals and guidelines for health, nutrition, and public transport (in metro cities).】