An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR

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An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
An exploration of COVID-19
and social distancing through
        global human stories
                        MARCH 2020
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
We hear it so often now; we are living in unprecedented times. The
Coronavirus and social distancing measures are having an extraordinary
impact on our lives today and will continue to do so into the foreseeable
future.

To help uncover insights into these strangest of times we’ve run a
Discover.ai project, sampling millions of social media posts and hundreds
of diverse blog and news sites, where people are discussing their rich and
varied experiences online, across the UK, US, Italy and China.

In just two days we’ve been able to immerse ourselves in conversations
spanning social media, parenting, care, working from home, science, public
health, wellbeing and travel and to draw out key insights on a truly global
scale. We believe no other approach can provide this breadth of scope
yet depth of insight at such speed.

Our key conclusion from this analysis is that while these times are
extraordinary and also disturbing, the key insights we need come from the
ordinary and yet richly inspiring stories people are sharing whilst living their
lives and learning to get by. Importantly, this insight comes from the
spontaneous things people are saying and doing day to day - perhaps not
those things they would choose to say if asked specific questions about
their experiences in more traditional consumer research.

To navigate the richness that we uncovered, we have identified 10 big
behavioural themes, each one with multiple sub themes and each one a
window into people’s experiences that we believe can serve as inspiration
to help us navigate resourcefully this unprecedented experience.

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An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
1. TALKING .. (BECAUSE WE
    CAN'T DO MUCH ELSE)

     Talking is probably the best known version of
      therapy. Whether into thin air; the not always
responsive air of therapists' rooms or endlessly into
          social media. We're all doing it right now.
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
SECOND                                            INSIGHTS & IMPLICATIONS

                                          GUESSING AND                                       The language of speculation

                                          SPECULATING
                                                                                             Both guesswork and
                                                                                             uncertainty but also the idea
                                          Imagination and invention is a resource            of gambling or cashing in
                                          to manage risk and uncertainty. From
                                          one day to the next, when we are

                                 1
                                          dealing with unprecedented degrees of
                                          uncertainty, at every level, then
                                          speculation is rife.

EXAMPLE QUOTES

ANYONE HAVE A GUESS (AND      BASED ON THIS MOTIVATION,        DOES ANYONE KNOW THE                 BUT IT IS ALSO UNCLEAR
 I KNOW IT'S ONLY A GUESS)       WHEN INDIVIDUALS FEEL        SITUATION AT DISNEYSEA OR             HOW MANY MILD CASES
OF HOW MUCH IT WILL SLOW        THREATENED, UNABLE TO           DISNEYLAND AMIDST THE              REMAIN UNREPORTED - SO
THE GAIN OF THE PPS IF EZRA   CONTROL THE RESULTS, OR           CORONOA VIRUS SCARE                 THE DEATH RATE COULD
   COMES OUT WITH MAJOR           FEEL ANXIOUS AND                        UK                           ALSO BE LOWER
 NEWS RIGHT IN THE MIDDLE      POWERLESS, CONSPIRACY                                                             UK
      OF THIS SCARE?           THEORIES JUST PROVIDE A
            UK                WAY TO REDUCE THE SENSE
                                      OF THREAT
                                       CHINA

                                          BREAKING NEWS                                     INSIGHTS & IMPLICATIONS

                                          WE’RE                                              The idea of frequency,
                                                                                             regularity is interesting
                                          FOLLOWING
                                          EVERY UPDATE                                       A sense of monitoring news &
                                                                                             repeated acts e.g.
                                                                                             handwashing - nervy repetitive
                                          Knowledge is power or the illusion of it.          tasks
                                          Hanging on to every headline, tuning in

                                2
                                          to every update, streaming dedicated
                                          news resources to our phones ..
                                          forewarned is forearmed ..

EXAMPLE QUOTES

I MEAN WE ALL HANDLE THIS     DO NOT GO OUT, WASH YOU                WEATHER WEB:                   RECOMMEND RECOMMEND
DIFFERENTLY -I PERSONALLY     HANDS FREQUENTLY, DRINK             CORONAVIRUS, THE                 WORLDOMETERS…INFO I THINK
                                                                                                     IT’S /CORONAVIRUS AFTER
 FEEL MORE IN CONTROL IF I      PLENTY OF WATER, PAY           APOCALYPTIC PREDICTION                THAT...ON WEB, EXCELLENT
STAY CONSTANTLY ON TOP         ATTENTION TO THE LATEST        OF A TEAM OF SCIENTIST: 650           COUNTRY BY COUNTRY SITE,
         OF THIS                  NEWS OF THE VIRUS            MILLION PEOPLE WILL GET              SHOWS DAILY INCREASES &
            UK                         CHINA                             SICK                         DEATHS & RECOVERY BY
                                                                                                   COUNTR, ALSO MANY GRAPHS
                                                                        ITALY
                                                                                                                 UK

                                                          4
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
REVELLING IN THE                              INSIGHTS & IMPLICATIONS

                                          WHY’S AND                                       Staccato style passing of
                                                                                          information & opinion
                                          WHEREFORE’S AND
                                          STIRRING THE POT                                Creates compelling sense of
                                                                                          urgency & scandal
                                          Excitement creates energy. Disasters
                                          can incite their own weirdly attractive
                                          state of melodrama. Gossip streams &

                               3
                                          fake news are perhaps a way to find
                                          the buzz needed to rise to previously
                                          unknown experiences and the
                                          challenges they present..
EXAMPLE QUOTES

    LAWYER AND CITIZEN       TEXAS PENAL CODE - FALSE              THE WESTERN MEDIA               PEOPLE ARE FINALLY
  JOURNALIST CHEN QIUSHI     ALARM OR REPORT STATES A         ESTABLISHMENT RELISHES AT       STARTING TO REPORT ABOUT
      VANISHED WHILE            PERSON COMMITS AN                EVERY OPPORTUNITY TO           IT ..CHINA BUILT A LAB TO
     DOCUMENTING THE           OFFENSE IF THE PERSON          POUNCE ON THE #XINJIANG          STUDY SARS AND EBOLA IN
 CORONAVIRUS LOCKDOWN               KNOWINGLY                      ISSUE, RAISING WILD        WUHAN - AND US SCIENTISTS
          CHINA               COMMUNICATES A REPORT               SPECULATIONS FROM              WARNED IN 2017 THAT A
                             OF AN EMERGENCY THAT HE           ""INTERNMENT CAMPS"" TO           VIRUS COULD 'ESCAPE'
                                 KNOWS IS FALSE OR                     CLEANSING                            UK
                                     BASELESS ..                       CHINA
                                        UK

                                          SPINNING                                      INSIGHTS & IMPLICATIONS

                                          APOCALYPTIC                                     Using dramatic and
                                                                                          apocalyptic language and

                                          PROPHECIES
                                                                                          imagery

                                                                                          Judgement day, zero,
                                          Fearing the worst can be oddly                  epicentre
                                          comforting. Like watching horror
                                          movies. The experience of escalating
                                          to an intense experience of fear then

                               4          coming back down to 'normal' equates
                                          to a self-soothing experience on a
                                          chemical as well as notional level.
EXAMPLE QUOTES

   AND WHEN MANY OF US        I HAPPEN TO PREFER THE          JUDGEMENT DAY: TODAY IS            US SCIENTIST WARNED
  DON'T EVEN KNOW WHEN          APOCALYPTIC GENRE,                 THE DAY THAT NEW           APOCALYPTIC VIRUS COULD
   WE'LL BE ABLE TO MOVE     MAINLY BECAUSE IT IS QUITE          INFECTIONS IN CHINA           ESCAPE LAB AT EPICENTER
  FREELY OUTSIDE AGAIN, IT   POSSIBLE IT COULD HAPPEN          SHOULD APPROACH ZERO           OF CORONAVIRUS OUTBREAK
 CAN BE HARD TO IMAGINE A          – PICTURE THE
                                                                        USA                                USA
 SUNNY, NON-APOCALYPTIC      CORONOAVIRUS KILLING 20%
          FUTURE             OF SICK PEOPLE INSTEAD OF
            UK                           2%
                                        USA

                                                          5
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
2. TRYING ON SOME
 DIFFERENT VERSIONS OF
                DENIAL

              Denial is a primitive, deep rooted,
 psychological defence mechanism. It typifies
early childhood experience "It's not happening
 - lalala". One of the most fascinating aspects
 of adult denial is how complicatedly inventive
we can become in finding strategies for denial.
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
BOILING IT                                     INSIGHTS & IMPLICATIONS

                                          DOWN TO                                            Absurd strings of incoherent
                                                                                             numbers that are essentially

                                          SIMPLE MATHS
                                                                                             meaningless

                                                                                             A confusion of nothing ness
                                                                                             under which lies panic

                                          So much of the discussion around the
                                          corona virus is focused on cold hard

                                1
                                          numbers and statistics .. all squared
                                          away in an orderly fashion that belies
                                          the reality of our experience.

EXAMPLE QUOTES

 USING YOUR STATISTIC OF        USING THESE NUMBERS             THE TOTAL NUMBERS ARE: -          CHINA CORONAVIRUS: 639 DEAD,
  290K-650K DEATHS PER 1     FATALITY RATE 2.5% 109/4295            40,235 CONFIRMED,              31,534 CASES - LIVE BREAKING
 BILLION INFLUENZA CASES,     20% OF CASES IN SERIOUS            INCLUDING 36 IN HK, 10 IN         NEWS QUOTING: DANGEROUS
                                                                                                 TIMES, HERE´S TODAYS NUMBERS:
 THATS ONLY A DEATH RATE      OR CRITICAL 855/4295 LETS         MACAO AND 18 IN TAIWAN -            - 34,313 CONFIRMED CASES
 OF 0.029% - 0.065% OUT OF     ASSUME NO MORE CASES            909 DEATHS, INCLUDING ONE         WORLDWIDE - 27,209 SUSPECTED
 83,909 CASES OF COVID-19             AND 10% IN                IN HK - 3,283 DISCHARGED,        CASES - 707 FATALITIES - 5,666 IN
   THERE HAVE BEEN 2,869      SERIOUS/CRITICAL DIE (85)         INCLUDING ONE IN MACAO           SERIOUS/CRITICAL CONDITION -
            UK                   SO 191 DEAD OR 4.4%           AND ONE IN TAIWAN - 23,589                 1,805 RECOVERED
                                   FATALITY RATE…                 SUSPECTED CASES FOR                           USA
                                        USA                              CHINA

                                          CONFUSION,                                     INSIGHTS & IMPLICATIONS

                                          DEFIANCE &                                         The idea of liberty and an
                                                                                             attack on liberty

                                          PARTIES IN THE
                                          PARK                                               A force to claim back our
                                                                                             rights, values of a free society

                                          Much talk of chaos and anarchy. We
                                          will refuse to go quietly. The idea of

                               2
                                          this and the attendant measures
                                          required are a fundamental challenge
                                          to our liberty.

EXAMPLE QUOTES

    I'D RATHER DIE OF         WE MUST WIN THE BATTLE                THE POLICE BLITZ IN           CORONAVIRUS BRITISH PUB
  CORONAVIRUS THAN BE          AGAINST THE VIRUS AND           CERVETERI CHURCH AND THE           CHAIN VOWS TO STAY OPEN
 SCARED OF EVER LEAVING      TAKE BACK OUR RIGHTS AND               TOTAL ABSENCE OF               AMID CORONAVIRUS BUT
    MY HOUSE AGAIN           CLAIM THE VALUES OF A FREE        REACTIONS FROM CHURCH                WITH SOCIAL DISTANCE
                              SOCIETY FORMED BY FREE             AND INSTITUTIONS IS AN              BETWEEN DRINKERS
            UK
                                    INDIVIDUALS                ALARMING SIGNAL OF WHAT                          USA
                                                                 IS NOW THE CULTURE OF
                                       ITALY
                                                               THIS STATE OF EMERGENCY
                                                                         ITALY

                                                           7
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
INSISTING THERE’S                                INSIGHTS & IMPLICATIONS

                                         NO EVIDENCE, IT’S                                 Overt cynicism and mis belief:
                                                                                           the sense of a grand
                                         ALL BEEN                                          conspiracy

                                         OVERBLOWN                                         Juxtaposition of opposing
                                                                                           emotions

                                         A very overt and deeply classic form of
                                         denial. This literally is not happening.

                               3
                                         Typically, here, discussion revolves
                                         around comparisons with colds or
                                         common flu and a theory of fake news.

EXAMPLE QUOTES

BREAKING: PRESIDENT TRUMP     STS@ IT'S ALL ABSOLUTE          IF I WERE OF A SUSPICIOUS        WHAT I AM SCARED ABOUT IS THE
CALLS A PRESS CONFERENCE     SCARE SCENARIOS – DON’T            STATE OF MIND, I MIGHT         LOSS OF REASON AND WAVE OF
 TO ASSURE THE AMERICAN      YOU SEE THAT .. HOW MANY        WONDER WHY THIS NOT VERY           FEAR THAT HAS INDUCED THE
                                                                                                 MASSES OF SOCIETY INTO A
     PEOPLE THAT THE                    DIED                  FATAL DISEASE, OF ORIGIN         SPELLBINDING SPIRAL OF PANIC
 #CORONAVIRUS HAS BEEN                                           MYSTERIOUS, IS BEING
                                        UK                                                     ONE THING FOR CERTAIN IS THAT
 COMPLETELY CONTAINED,                                             REPORTED IN SUCH
                                                                                               IN A MONTH WE WILL KNOW HOW
           USA                                                    APOCALYPTIC TERMS             LETHAL COVID-19 IS AND IF THIS
                                                                         UK                          IS A OVERREACTION
                                                                                                              UK

                                         CASTING BLAME                                 INSIGHTS & IMPLICATIONS

                                         AND                                               Overt and often offensive
                                                                                           cyber bullying and blame

                                         ASPERSIONS
                                                                                           casting

                                                                                           Sense of chaos, disorder,
                                         Blaming is well understood as a cognitive         confusion
                                         distortion. This i s all happening - but by
                                         assigning blame I can somehow make it go
                                         away, give it back to where it came

                               4
                                         from. We saw here some shocking depth of
                                         prejudice at a stated and, perhaps more
                                         worryingly even, also subliminal, level.

EXAMPLE QUOTES

 THE SCARIEST THING IS THE     EUROPE AND THE UNITED           IT’S HUMAN NATURE TO              CORONAVIRUS, FORZA
    #SIDEEFFECT OF THE        STATES BLAME CHINA FOR           BLAME SOMEONE ELSE,               NUOVA'S RACIST BLITZ
 EPIDEMIC - THE CONFLICTS,   TRANSMITTING THE VIRUS TO       ARGUE AGAINST IT, SAY IT’S         AGAINST CHINESE STORES
 #BLAME, #CYBERBULLYING,        THEM, CHINA ACCUSES          NOT OUR FAULT AND THERE’S                      ITALY
     HEATED EMOTIONS           EUROPE AND THE UNITED            NOTHING WE CAN DO
           USA               STATES OF EUROPE OF POOR                    UK
                             PREVENTION AND CONTROL
                              THAT CASUED THE SPREAD
                                      CHINA

                                                         8
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
3. CONSTANTLY SEEKING
          DIVERSION &
       ENTERTAINMENT

escapism. n. the tendency to escape,
   from the real world, to the delight or
            security of a fantasy world.
An exploration of COVID-19 and social distancing through global human stories - MARCH 2020 - ESOMAR
THE ETERNAL                                     INSIGHTS & IMPLICATIONS

                                          RELIABILITY OF                                    The things we lean on – small
                                                                                            indulgences at best or
                                          CAKE AND                                          significant addictions as
                                                                                            worst.
                                          PROSECCO                                          But a sense these are
                                                                                            allowable in current times
                                          Comfort eating is a known phenomenon.
                                          Comfort foods are a 'real thing'; foods that
                                          incur a psychologically pleasing

                                 1
                                          state. Here, we see shoppers bulk buy
                                          snacks, while a French comedian muses
                                          that "we will come out of this not better but
                                          fatter" ...
EXAMPLE QUOTES

 'TONIC' FOR VIEWERS AS ITV   FROM BEAUTY REGIMENS TO             THIS CAN ALSO TRIGGER          AUTOCONSOLATION: FOOD, AS
   PREPARES TO SHOW IRISH       HOMEMADE CARNIVAL                 THINGS LIKE EATING AND          WELL AS FROM A HORMONAL
   RACING IN A BARREN LIVE    GAMES, RESIDENTS STUCK AT              SUBSTANCE ABUSE               &PHYSIOLOGICAL POINT OF
                                                                                                VIEW, OFTEN ACTS AS A "CUDDLE"
    SPORTING LANDSCAPE,         HOME FOUND WAYS TO               DISORDERS BECAUSE THESE           ALSO FROM AN EMOTIONAL
    THANKS TO WORLDWIDE          ENTERTAIN AMID THE             THINGS CAN MAKE YOU FEEL         POINT OF VIEW: FOLLOWING AN
  CORONAVIRUS OUTBREAK               LOCKDOWN                       LIKE YOU’RE GAINING           UNPLEASANT EVENT, A GOOD
            UK                         CHINA                    CONTROL ON A PARTICULAR          PIZZA OR A SLICE OF CAKE CAN
                                                                  AREA OF YOUR LIFE WHEN               GIVE A MOMENT OF
                                                                EVERYTHING ELSE FEELS OUT                GRATIFICATION
                                                                   OF CONTROL, SAYS DR                        ITALY
                                                                          WRIGHT
                                                                           USA

                                          A CONTINUED                                     INSIGHTS & IMPLICATIONS

                                          FASCINATION WITH                                  A strange inter mingling of
                                                                                            fantasy & reality
                                          HOW THE OTHER
                                          HALF LIVES                                        At the same time reassuring &
                                                                                            alarming; sense of relegating
                                          Online discussions around celebrities             the issue to the land of ‘soap’
                                          coping may emphasise we are in this
                                          together & be iconic and instructive. At the

                                2
                                          same time, they serve to distance & deny,
                                          pushing this whole lived experience back
                                          into the domain of fantasy entertainment
                                          (where it does not need to be dealt with).
EXAMPLE QUOTES

 LONDON-BORN POP STAR            THE RICH FLEE LONDON                KATY PERRY 'IS IN               DAILY MAIL FUELS
  SAM SMITH IS ""SCARED"        AHEAD OF CORONAVIRUS               LOCKDOWN' DUE TO A            CORONAVIRUS LOCKDOWN
                               LOCKDOWN: VISCOUNTESS              'CORONAVIRUS SCARE'            PANIC AS ABC PRESENTERS
            UK
                                WEYMOUTH STAYS AT HER                                              STAR LIVE FROM THEIR
                                LONGLEAT ESTATE WHILE                       UK                        LIVING ROOMS
                              LADY MARY CHARTERIS SELF-                                                        UK
                                 ISOLATES OUTSIDE CITY
                                         UK

                                                           10
HERE WE ALL                                     INSIGHTS & IMPLICATIONS

                                        ARE, WATCHING                                     Sense of us all resorting to the
                                                                                          same defence mechanisms is

                                        FROM HOME
                                                                                          bonding silly stuff

                                                                                          We are all in this together
                                        “Put the telly on”. A metaphor for escapism       doing the same
                                        if ever there was one. Stories of Netflix
                                        bingeing, or holing up with boxed sets, along
                                        with of course a sharp rise in online gaming

                              3
                                        and pornography have all been
                                        mentioned. At the same time, hearteningly,
                                        record book sales are apparently a thing
                                        too.
EXAMPLE QUOTES

 TENCENT IS HAVING A HARD     I THINK A LOT OF PEOPLE,           NETFLIX IS GOING TO           AFTER THE CORONAVIRUS
   TIME KEEPING UP WITH     CORONAVIRUS OR NOT, ARE             REDUCE ITS STREAMING           SCARE, ONLINE ACTIVITIES
  DEMAND FOR ITS GAMES      SITTING AT HOME WATCHING          QUALITY AFTER SUBSCRIBERS        HAVE BEEN ACCELERATED
  AMID THE CORONAVIRUS                 NETFLIX                  HAVE TURNED TO BINGE-          SIGNIFICANTLY MAKING A
         OUTBREAK                                             WATCHING THEIR FAVOURITE            HUGE ENTRY INTO
                                       UK
          CHINA                                                SHOWS AMID THE CORONA               UPCOMING 5G
                                                                   VIRUS OUTBREAK                            UK
                                                                         UK

                                                         11
4. JUST HUNKERING
          DOWN TO WHAT WE
                      KNOW

        ‘Hunkering down’ is an old Scottish
 expression for sitting tight and low to ride
  out a storm. Holding on hard to what we
know is a very human reaction to adversity.
GROWING UP,                                       INSIGHTS & IMPLICATIONS

                                       EVEN WHILE                                          Centrality of parental care
                                                                                          role (often still with mother).
                                       FEELING LIKE A
                                       LITTLE KID                                         Time to confront our
                                                                                          collective responsibility here
                                       A need to be grown up while your                   - families & children their
                                       internal narrative runs closer to that of          care something we all need
                                                                                          to step up for
                                       a toddler. This reminds of our

                              1
                                       collective responsibility to the plight of
                                       parents trying to hold everyone
                                       together right now.

EXAMPLE QUOTES

 WHEN YOUR CHILD COMES         IN THE FACE OF THIS           LIFE AS WE KNOW IT SEEMS           I ALSO WONDER WHETHER
  OVER AND ASKS YOU WHY    EPIDEMIC, PEOPLE MAY HAVE          TO BE CHANGING BY THE             SHE HAS PICKED UP FROM
YOU ARE HOLDING A MOBILE         THE FOLLOWING                 SECOND BEYOND OUR                 THE MEDIA THE WORRIES
 PHONE FROM MORNING TO     PSYCHOLOGICAL PROBLEMS:            CONTROL, PARENTS ARE              THAT ADULTS ARE HAVING
NIGHT- WHAT HAPPENED TO     UPSET, NERVOUS, ANXIOUS,            REALLY STRUGGLING              ABOUT THE CORONAVIRUS: I
MAKE YOU SAD OR ANXIOUS         EASY TO BE ANGRY,                      USA                        HAVE A FEELING WE MAY
         CHINA              COMPLAINING; SOME FEEL                                                START TO SEE A LOT OF
                               ISOLATED HELPLESS,                                              CHILDREN BECOMING MORE
                             DEPRESSED PESSIMISTIC;                                                ANXIOUS ABOUT THIS
                           DIFFICULT TO TAKE CARE OF                                                          UK
                              SELVES AND FAMILIES;
                                    CHINA

                                       KEEPING CALM                                     INSIGHTS & IMPLICATIONS

                                       (EASY TO SAY)                                      And did I say – Keep calm? !
                                                                                          A sense of over stating the
                                                                                          point masking a strong sense
                                                                                          of panic in fact here

                                       The 'keep calm & carry on' mantra had
                                       already long lost its way in popular
                                       culture in favour of the far more
                                       relatable 'now panic & freak out'. Most

                             2
                                       narrative online we are seeing suggests
                                       we are in truth swinging uncontrollably
                                       between the two.

EXAMPLE QUOTES

 WE KEEP CALM, DECORUM,    IRONICALLY, THE OFFICIALS        I THINK THE BEST WE CAN DO            THE QUEEN IS SET TO
  AND COMMUNICATION –       NOW URGING CITIZENS TO          RIGHT NOW IS PRACTICE OUR            ATTEND TOMORROW’S
 COMMON SENSE PREVAILS       KEEP CALM UNDERSTAND            GROUNDING AND CALMING               COMMONWEALTH DAY
         ITALY              FAR MORE ACUTELY THAN           TECHNIQUES, MAKE HEALTHY            SERVICE AT WESTMINSTER
                            THE GENERAL PUBLIC HOW          CHOICES, WASH OUR HANDS             ABBEY ALONGSIDE OTHER
                                      UK                       AND TRY TO KEEP CALM            SENIOR ROYALS IN A CLEAR
                                                                       USA                        MESSAGE THAT SHE IS
                                                                                               DETERMINED TO KEEP CALM
                                                                                                    AND CARRY ON
                                                                                                              UK

                                                       13
RECALIBRATING                                    INSIGHTS & IMPLICATIONS

                                          (LIKE REALLY, WHAT                                Need to prioritise – sense of
                                                                                            counting our blessings and a
                                          REALLY MATTERS)                                   need to refocus on the simple
                                                                                            things

                                                                                            Isolation imposes a different
                                          Getting a bit of                                  pace to life where we can see
                                          perspective. Distancing ourselves. We             the stuff that is important
                                          are having to take a step back,

                                3
                                          recalibrate and work out what is really
                                          important. While it may be easy to say,
                                          it's not easy to do.

EXAMPLE QUOTES

I AGREE WITH WHAT MANCINI         WE’VE BECOME SO              WE DO NOT SAY THAT IT WILL         TOGETHER WE WOULD
 SAID, THE MOST IMPORTANT     COSSETED THAT WHAT WE’RE         BE EASY, BUT WE INVITE YOU        FOCUS, DEMONSTRATING
THING IS TO SAFEGUARD THE     SEEING AS APOCALYPTIC, IS        TO TRY, COMFORTING US AT          UNITY AND WHAT ARE THE
    HEALTH OF ALL, IT IS AN   ACTUALLY VERY SIMILAR TO          THE THOUGHT THAT, WHEN          PRIORITIES TO PUT IN FRONT
   EXCEPTIONAL SITUATION         NORMAL LIFE IN SOME            ONE DAY ALL THIS IS OVER,
                                                                                                            ITALY
          ITALY                      COUNTRIES                     WE WILL BE ABLE TO
                                         UK                    APPRECIATE EVEN MORE THE
                                                               SIMPLE THINGS THAT BEFORE
                                                                WE TOOK IT FOR GRANTED
                                                                          ITALY

                                          TELLING THE TALE                                 INSIGHTS & IMPLICATIONS

                                          FOR POSTERITY “I                                  The sense that no. days into
                                                                                            the pandemic has become a
                                          WAS HERE IN                                       new measure of time

                                          COVID-19”                                         A new language / set of
                                                                                            measures / a new calibration
                                          I was here. The idea of who we are or
                                          where we are now as somehow

                                4
                                          indelible. The notion of leaving your
                                          mark. Chroniclers abound, diarising verbally
                                          & visually, an attempt to lock the moment?

EXAMPLE QUOTES

 DURING THAT TIME IN THE      WE'VE BEEN TOGETHER FOR          IT’S THE LANTERN FESTIVAL             THIS ITALIAN
 HUOSHENSHAN HOSPITAL,        20 DAYS - COUPLES SHARE          TODAY, AND ALSO THE 17TH            PHOTOGRAPHER IS
HE RECORDED HIS DAILY LIFE      THEIR SELF-ISOLATION                  DAY SINCE THE              DOCUMENTING HER LIFE IN
 WITH A POSITIVE ATTITUDE         HORROR STORIES                #CORONAVIRUS-HIT CITY              THE CORONAVIRUS
AND RECEIVED THOUSANDS                                            #WUHAN WAS LOCKED                      LOCKDOWN
                                         UK
    OF ENCOURAGING                                                        DOWN                              USA
 MESSAGES FROM ACROSS                                                    CHINA
        THE NATION
          CHINA

                                                          14
HOLDING                                    INSIGHTS & IMPLICATIONS

                                         BLINDLY TO                                     We are reminded of the sheer
                                                                                        strength of genuine conviction

                                         FAITH AND HOPE
                                                                                        and commitment

                                                                                        While for some religious
                                                                                        extremes are not relatable in
                                                                                        a sense we re all sharing now
                                                                                        this same vision of blind faith

                               5
                                         Holding on to blind faith. Hope springs
                                         eternal. Most of us hold to some kind
                                         of belief system to keep us going.

EXAMPLE QUOTES

BELIEVERS IN WUHAN BRAVE     THE PURPOSE OF THE WORK       IN LIFE I HAVE ALWAYS BEEN          GREECE’S ORTHODOX
  CORONAVIRUS TO SHARE          IS TO SING THE GREAT       OPTIMISTIC BUT RIGHT NOW I        CHURCH SAID THAT HOLY
THE GOSPEL - CHRISTIANS IN     NATIONAL SPIRIT IN THE           THINK I HAVE LOST                COMMUNION, THE
  CHINA ARE SHARING THEIR    FORM OF BEIJING SONGS, TO      ENTHUSIASM AND FAITH IN         PARTAKING OF WINE SOAKED
 FAITH BY RISKING DEATH TO    STRENGTHEN THE FAITH OF               EVERYTHING               IN BREAD FROM THE SAME
   GIVE OUT PROTECTIVE       FIGHTING THE EPIDEMIC, TO               ITALY                   CHALICE FOR ATONEMENT
FACEMASKS TO THE CITIZENS     TRANSMIT POWER, AND TO                                            FROM SINS, WOULD
 OF WUHAN, THE EPICENTER           INSPIRE PEOPLE.                                            CONTINUE DESPITE THE
   OF THE CORONAVIRUS                 CHINA                                                       CORONAVIRUS
         OUTBREAK                                                                                          UK
           USA
5. TRYING TO BE BRAVE –
  IT IS WARTIME, AFTER ALL

     Deploying the metaphor of wartime vs
peacetime. The sense that our peacetime
      has been shockingly shattered with a
 strange, distorted juxtaposition of today’s
peacetime reality with wartime imagery and
                                  language.
BOLSTERING OUR                                  INSIGHTS & IMPLICATIONS

                                          SPIRITS, WITH A                                  Sense of the provocative
                                                                                           emotions of pride, humility
                                          REVIVAL OF BLITZ                                 and guilt all inter mingled

                                          MENTALITY                                        Juxtaposition between
                                                                                           opposing and conflictual
                                          Wartime stories - like Greek                     emotions
                                          Mythologies - are a way to inspire
                                          ideas of hope and courage. Invoking

                                1
                                          the metaphor of war and the romantic
                                          ideals associated can elevate our
                                          experience.

EXAMPLE QUOTES

    CORONAVIRUS HAS           IN FACT, I AM WITNESSING         YOU DECIDE TO WORK TO              CARE HOME RESIDENTS
  DECLARED WAR ON THE            YOUR MATURITY AND            SAVE THE AGEING AND THE            INVOKE BLITZ SPIRIT AMID
  WORLD SO WE MUST ALL          OPENNESS IN THE LIFE           WEaK - AS IN WAR - WHILE            CORONAVIRUS CHAOS
STOP OUR SELFISH WHINING       DRAMA OF FIGHTING THE          DOZENS OF ITALIANS SPENT                       UK
 AND REMEMBER THAT YOU                EPIDEMIC                 THE WEEKEND ON THE SKI
CAN’T FIGHT AND WIN - WARS             CHINA                     RESORTS ON LATEST
  WITHOUT MAKING SOME                                          LOMBARDY NEWS, SPEAKS
        SACRIFICES                                            THE DOCTOR OF BERGAMO:
            UK                                                          ITALY

                                          GOING ‘UP TO                                    INSIGHTS & IMPLICATIONS

                                          THE FRONT’                                       Sense of immense bravery
                                                                                           and also fear

                                                                                           Collective feelings both of
                                          So many owe so much to so few... This            responsibility and shame
                                          image of a notional frontline and the
                                          concurrent emotions of pride and
                                          humility it leaves over for those of us in

                               2
                                          the notional 'backline' plays its part in
                                          engendering a sense of responsibility
                                          and order in a time of crisis.

EXAMPLE QUOTES

  HEALTH CARE WORKERS          SHE HAS ACTIVELY JOINED          ONE DOCTOR WARNED                WORKING TIRELESSLY TO
 ACROSS CHINA ARE GOING       THE RANKS OF VOLUNTEERS          AGAINST COMPLACENCY               RESPOND TO THIS CRISIS
  TO THE FRONT LINES TO         TO RESOLUTELY WIN THE          AND SHARED WHAT LIFE IS         BEHIND THE SCENES, ON THE
      HELP FIGHT THE           FIGHT AGAINST EPIDEMIC         LIKE FOR HEALTH STAFF ON           FRONTLINE, OR AT HOME
 CORONAVIRUS OUTBREAK         PREVENTION AND CONTROL                THE FRONTLINE'
                                                                                                             UK
 "I WAS AFRAID WHEN I FIRST            CHINA                             UK
     ARRIVED, BUT ONCE I
STARTED WORK MY FEAR WAS
           GONE."
          CHINA

                                                         17
6. REFRESHING
    EXCHANGES WITH REAL
               MEANING

  Doctrines of mindfulness that encourage
  us to live in the moment fully have never
      felt more pertinent. There is the new
sense that this is no longer a rehearsal and
we are now living in a collective moment of
                                       truth.
GETTING THAT                                      INSIGHTS & IMPLICATIONS

                                        THEY ARE ALL                                       New ties are created as
                                                                                           people band together

                                        OUR FAMILY
                                                                                           Rapidly forge bonds through
                                                                                           bitter and binding experience
                                        A proverb says "In time of test family is
                                        best". Yet crisis times can create
                                        concepts of kinship that surpass blood

                              1
                                        ties and bind seemingly disparate
                                        individuals together in a tight knot of
                                        support.

EXAMPLE QUOTES

NO MATTER WHICH COUNTRY      SHE CAN UNDERSTAND THIS          IF YOU THINK YOU ARE              THE MEDICAL STAFF TOOK
      PIONEERED THE         FATHER AND SON’S LONGING          WORRIED ABOUT YOUR                GOOD CARE OF EVERYONE,
 DEVELOPMENT OF THE NEW      FOR LOVED ONES. WE MUST              FAMILY IN THIS                 JUST LIKE THEIR FAMILY
    CROWN PNEUMONIA            WORK HARDER TO TAKE          CORONAVIRUS CRISIS, TRY             MEMBERS AND THEY WERE
VACCINE, IT SHOULD ADHERE      GOOD CARE OF EVERY           HAVING SOME LOVED ONES                   VERY MOVED
TO THE CONSCIOUSNESS OF      OBSERVER, SO THAT THESE         HALF A WORLD AWAY IN A                         CHINA
  THE HUMAN COMMUNITY           FRAGILE HEARTS CAN             SITUATION LIKE THIS
     SUPPORT & SHARE         ALWAYS FEEL THE WARMTH                    USA
        GLOBALLY            EVEN WITHOUT THE CARE OF
         CHINA                   THEIR LOVED ONES.
                                     CHINA

                                       NO SHIT! IT’S                                      INSIGHTS & IMPLICATIONS

                                       TIME TO SAY IT                                      Shocking levels of prejudice
                                                                                           persist

                                       LIKE IT IS.
                                                                                           Sense of the mask falls in time
                                                                                           of test

                                       Time for the turning of the tables and
                                       calling out the righteous. Drastic times

                              2
                                       call for drastic measures. Time to tell it
                                       like it is and call out prejudice,
                                       hypocrisy.

EXAMPLE QUOTES

 SUFFERERS HAVE TO FIGHT      THE NEW EPIDEMIC HAS          CORONAVIRUS OUTBREAK IS              DUE TO SERIOUS RACIAL
   POLLEN, RAGWEED AND      CAUSED A WORRYING WAVE           DIVINE PUNISHMENT FOR             DISCRIMINATION IN FRANCE,
  DUST, AND THEY HAVE TO      OF PREJUDICE AGAINST          GAY PRIDE PARADES - WELL,            AN ANONYMOUS ASIAN
 FIGHT PEOPLE SCARED OF      ETHNIC GROUPS IN CHINA          HE'S A BIT OF A TW4T ISN'T        WOMAN LAUNCHED THE "I AM
                              AND EAST ASIA AND SHE                     HE?"                   NOT A VIRUS" HASHTAG ON
           UK
                            CALLED ON MEMBER STATES                     UK                         SOCIAL MEDIA AND
                            TO MAKE EVERY EFFORT TO                                            FORWARDED IT ON TWITTER
                                  PREVENT SUCH                                                      HOPING TO RAISE
                                 DISCRIMINATION.                                                  AWARENESS OF RACIAL
                                     CHINA                                                     DISCRIMINATION IN FRANCE
                                                                                                            CHINA

                                                       19
SAYING THANK                                    INSIGHTS & IMPLICATIONS

                                        YOU (AND                                           Personal message of thanks
                                                                                           to those helping the sick, the
                                        EVERYTHING ELSE                                    medics and health care
                                                                                           workers
                                        THAT MATTERS)
                                                                                           In parallel messages as well
                                        Before it’s too late ..It's better to say too      to nearest & dearest
                                        much than too little. Crises dissolve cool
                                        facades rapidly and force us to confront

                              3
                                        the feelings we have for people who are
                                        important. For fear of losing them - the
                                        need to tell them how we feel.

EXAMPLE QUOTES

 AT THIS TIME WE CAN TALK    SOME PEOPLE, INCLUDING           IT COMES AS THOUSANDS OF         THERE ARE MANY MESSAGES
 TO OUR FAMILY MEMBERS,       SCHOOLCHILDREN, HAVE              ITALIANS IN ROME, MILAN,         OF SOLIDARITY THAT HAVE
 THANK OUR PARENTS FOR       BEEN USING SOCIAL MEDIA             AND NAPLES APPLAUDED             COME TO ITALY AND TO
 THEIR NURTURING GRACE,      TO SHARE THEIR MESSAGES              HEALTHCARE WORKERS           ITALIANS FROM THE MUSICAL
  AND ENHANCE PARENT-        OF LOVE AND SUPPORT, TO          FROM THEIR BALCONIES AND               WORLD FOR THE
   CHILD RELATIONSHIP       HELP BOOST THE MORALE OF               WINDOWS YESTERDAY                  CORONAVIRUS
         CHINA                MEDICAL PROFESSIONALS                        UK                               ITALY
                                      USA

                                                         20
7. AN ANTHOLOGY OF THE
                    COMIC AND CURIOUS

        In Architecture of Happiness Alain de Botton talks about the
   conceptual role of home to stabilise us with "the important truths"
    which, "distracted and irresolute, we have trouble holding onto".

 This one is all about the stability of home truth. The kaleidoscope of
   colour represented by snapshots of ordinary but wonderful human
moments in all this panic allows us to surround ourselves with insights
 into our extra-ordinary human experience and powerful home truths.
A COLLECTIVE                                    INSIGHTS & IMPLICATIONS

                                        BLESS FOR ALL                                    Brief yet intensely emotional
                                                                                         glimpses
                                        THAT MAKES US
                                        LOVELY & HUMAN                                   Recognition all around with
                                                                                         people of all sorts all around
                                        Stripping people back to what makes              the world
                                        us human binds us all in collective
                                        empathy. This crisis is rife with

                              1
                                        glimpses of relatable human moments
                                        which can feel strangely comforting, as
                                        if we received a silent hug in return.

EXAMPLE QUOTES

   REUTERS / THURSDAY,       RESTLESS PETS, HUNGRY          CHINESE OFFICIALS SOUGHT           THIS IS THE MOMENT THE
  MARCH 19, 2020 RESIDENT      CHILDREN AND SLOW             TO HELP HUBEI RESIDENTS’          DUTCH PM, MARK RUTTE,
 LAURENT LANTHIER AND HIS    INTERNET CONNECTIONS           EMOTIONAL TOLL AMID THE                ENDED A PRESS
SON ROBIN, 12 POSE BEHIND        BECAME A MAJOR             CORONAVIRUS LOCKDOWN,             CONFERENCE BY SHAKING
THE WINDOW OF THEIR HOME         CHALLENGE FOR                 ADVISING THEY HAVE A          HANDS WITH A COLLEAGUE -
WITH OBJECTS SIGNIFICANT    BROADCASTERS THIS WEEK           GOOD CRY AND DO SOME             MOMENTS AFTER WARNING
    TO THEM DURING A           AS MANY PRESENTERS             PUNCHING EXERCISES .           THE PUBLIC AGAINST DOING
 CORONAVIRUS LOCKDOWN         HOSTED PROGRAMMES                      CHINA                           SO AMID THE
           UK                  FROM HOME AMID THE                                             #CORONAVIRUS OUTBREAK
                                  CORONAVIRUS                                                               UK
                                      USA

                                       A CERTAIN DARK                               INSIGHTS & IMPLICATIONS

                                       HUMOUR                                            Gallows humour as a way to
                                                                                         cope

                                                                                         Mass outflow of comedy in
                                       They say laughter is the best                     social media on a daily basis
                                       medicine. Social media usage analysis
                                       in the last month has noted that the
                                       emoji most commonly associated with

                             2
                                       the coronavirus has been crying
                                       laughing followed closely by crying
                                       loudly. This says it all really.

EXAMPLE QUOTES

   'ALL I NEED NOW IS A      MANU FEILDEL DISCOVERS            WE HAVE AN OPEN AND             NEW YORKERS ARE TORN
 QUARANTINI': SINGER TINA    HIS SIGNATURE SAUCE IS           HONEST CONVERSATION            BETWEEN TRYING TO COPY
  ARENA SHOWCASES HER         ONE OF THE ONLY ITEMS           ABOUT OUR FEARS OF THE          THE ITALIANS SINGING ON
 SENSE OF HUMOR AGAIN         LEFT IN THE FRESH MEAT        FUTURE, ONE OF US GETTING        THEIR BALCONIES AMID THE
                              AISLE AT WOOLWORTHS           TESTED FOR COVID, AND FOR        CORONAVIRUS LOCKDOWN
           UK
                            AFTER CORONAVIRUS PANIC          THE SAKE OF A MOMENT OF         AND POKING FUN AT THOSE
                               BUYERS STRIPPED THE              LEVITY APOCALYPTIC           WHO ARE TRYING TO SET UP
                                      SHELVES               GROOMING AND THE THINGS                 A SINGALONG
                                      UK                     THAT ARE KEEPING US SANE                       UK
                                                                      USA

                                                       22
AN ODE TO                                   INSIGHTS & IMPLICATIONS

                                       POTATOES, PASTA                                 The sense that there is
                                                                                       perhaps a ‘spectrum of
                                       AND TOILET PAPER                                hoarding’ that we all sit along

                                       The psychology of hoarding is                   A certain relatable nature to
                                       fascinating. Our fascination with it            the hoarding activity
                                                                                       therefore which perhaps
                                       also. This recent vision of the plain and       explains also why we all
                                       particular role of accumulating to manage       fervently call it out
                                       distress has been revelatory. (Not to

                             3
                                       mention inherent humour associated with
                                       the idea of a significant attachment to
                                       mundane items like potatoes.)

EXAMPLE QUOTES

 AN INCREASING NUMBER OF    SPENDING ON TRANSPORT               MUM WHO HAS BEEN             'UNBELIEVABLE!' NICOLE
  SUPERMARKET SHELVES IN    HAS PLUMMETED AMID THE            STOCKPILING FOR FOUR          KIDMAN'S SISTER ANTONIA
  LONDON WERE EMPTY ON      CORONAVIRUS OUTBREAK,            YEARS SHARES THE FULLY-       REVEALS THE VERY UNUSUAL
 FRIDAY AS PEOPLE RUSHED     BUT THE BLOW HAS BEEN             STOCKED PANTRY SHE           PLACE SHE FINALLY FOUND
    TO BUY PASTA, TOILET     CUSHIONED BY PEOPLE            PREPARED LONG BEFORE THE           TOILET PAPER - AMID
 PAPER, FLOUR AND FROZEN   PANIC BUYING RICE, TOILET         CORONAVIRUS OUTBREAK -           CORONAVIRUS PANIC
           FOOD            ROLL, AND SURGICAL MASKS.          AND NOW SHE'S SET FOR             BUYING SHORTAGE
           UK                       CHINA                           ANYTHING                               UK
                                                                       UK

                                                       23
8. CARVING OUT A NEW
CONSCIOUS COLLECTIVE

    Philosophers explore the idea of subject vs.
  object in relationships; the need we all have to
    feel recognised as - the responsibility we all
 have to recognise others as - a subject. This is
fundamental to achieving an ideal of meaningful
                                      community.
PLEASE SHARE /                                    INSIGHTS & IMPLICATIONS

                                           THANKS FOR                                         Singing on balconies;
                                                                                              collective aperitif; patriotic

                                           SHARING                                            spirit raising choral; moments
                                                                                              of collective appreciation..

                                                                                              Many small but precious acts
                                           With physical contact literally                    of collective self care -
                                           impossible we turn to the virtual                  universally of one heart yet
                                                                                              strangely local in flavour
                                           exchange of heartfelt emotion and

                               1
                                           social media really comes into its own
                                           - holding us tight in this vast collective
                                           now..

EXAMPLE QUOTES

  TO BOOST MORALE AND       RESIDENTS AT A CARE HOME,               CORONAVIRUS: PEOPLE              THE ITALIAN AIRFORCE
SHOW UNITY, SOME ITALIANS      FORCED TO CLOSE TO                  SHARE PHOTOS OF THEIR          PLAYED PAVAROTTI SINGING
 ARE SINGING AND PLAYING        VISITORS AMID THE                 CATS WHILE WORKING FROM         NESSUN DORMA AS THEY PUT
  MUSIC TOGETHER FROM        CORONAVIRUS OUTBREAK,                         CHINA                     ON AN INCREDIBLE AIR
 WINDOWS AND BALCONIES        HAVE STILL MANAGED TO                                               DISPLAY TO LIFT THE SPIRITS
         CHINA                 SHARE HEARTWARMING                                                  OF THEIR NATION DURING
                               MESSAGES WITH THEIR                                                    THE CORONAVIRUS
                                   LOVED ONES.                                                            LOCKDOWN
                                         UK                                                                      UK

                                           PITCHING IN                                       INSIGHTS & IMPLICATIONS

                                           HEARTILY                                           Powerful imagery of a very
                                                                                              physical visual banding
                                                                                              together

                                                                                              As well as on a spiritual or
                                           The ideal of coming together in the                emotional level – tangible
                                           face of adversity has powered armies               palpable sense of invisible
                                           & protected communities since
                                           Doomsday. From whole countries to

                              2
                                           companies & banks to local
                                           communities & neighbours, ‘rallying
                                           round’ stories abound.

EXAMPLE QUOTES

   ON FEBRUARY 23, MORE       A COUNSELOR WHO SPOTTED              GROUPS ARE BEING SET UP        THERE MAY BE TIMES WHEN,
     THAN 10,000 LOCAL          THE WORRYING TREND OF                AND RUN ENTIRELY BY               FOR EXAMPLE, ONE
    RESIDENTS FROM 140         PSYCHOLOGICAL DISTRESS               VOLUNTEERS - AND OUR            MEMBER’S BRAVERY AND
                                BROUGHT ABOUT BY THE
COMMUNITIES IN WUCHANG      EPIDEMIC, SET UP A HOTLINE FOR
                                                                    HOPE IS THAT THEY CAN         SUPPORT IS NEEDED FOR THE
DISTRICT VOLUNTEERED TO        THOSE IN A MENTAL HEALTH           HELP TO MAKE SURE PEOPLE          WELLBEING OF ANOTHER,
 HELP ELDERLY PEOPLE AND     CRISIS AMID THE CORONAVIRUS          WHO NEED SUPPORT GET IT          AND TIMES WHEN YOU CAN
  THOSE IN NEED AMID THE    OUTBREAK, WITH PRIORITY GIVEN
                                                                            UK                    ALL ACHIEVE SO MUCH MORE
#CORONAVIRUS LOCKDOWN       TO PEOPLE AT THE EPICENTER IN                                            TOGETHER, WITH YOUR
         IN WUHAN                   HUBEI PROVINCE                                                   COLLECTIVE BRAVERY
         CHINA                          CHINA                                                                    UK

                                                             25
NEEDING OUR                                       INSIGHTS & IMPLICATIONS

                                        NEIGHBOURS                                         Sense of spontaneous almost
                                                                                           over night up springing

                                        MORE THAN EVER
                                                                                           A wealth of community
                                        The irony is not lost on us that just              kindness acts
                                        when we need each other most is
                                        when we cannot be together. In
                                        isolation has come an immensely

                              3
                                        encouraging resurrection in the idea of
                                        community & good old fashioned
                                        neighbourliness.

EXAMPLE QUOTES

THEY’RE ALSO OFFERING BUY     LOCAL HEROES: WUHAN             AS MORE AND MORE PEOPLE           AFTER HEARING THE NEWS,
  ONE GET ONE FREE ON         MOTORISTS DEFY VIRUS             GO INTO SELF ISOLATION               THE COMMUNITY
 LOAFS OF BREAD TO HELP          THREAT TO HELP                PEOPLE ARE COMING UP            POLICEMAN SUN MINGCHUN
OUT YOUR NEIGHBOURS OR      NEIGHBOURS CORONAVIRUS:           WITH NEW WAYS TO KEEP IN          AND THE RESIDENT CADRES
       LOVED ONES           TALES OF SOLIDARITY FROM              TOUCH WITH THEIR                  DELIVERED FRESH
           UK               CHINA'S VIRUS-HIT WUHAN ..              NEIGHBOURS                    VEGETABLES TO THEIR
                              WUHAN RESIDENTS FIND                       USA                     DOORSTEPS TO ENSURE
                              WAYS TO SPREAD CHEER                                             THAT THE LIVES OF THE SELF-
                              DURING CORONAVIRUS                                               ISOLATED FAMILY WERE NOT
                                   LOCKDOWN                                                            AFFECTED.
                                       USA                                                                  CHINA

                                        KNIGHTS ON                                        INSIGHTS & IMPLICATIONS

                                        SCOOTERS WILL                                      The network and
                                        DELIVER US FROM                                    infrastructure that supports us
                                                                                           becomes almost tangible and
                                                                                           visible
                                        EVIL
                                                                                           Strange coming together of a
                                        A comforting expression of this idea of            commercial framework,
                                        community during isolation is being able           delivery systems, e
                                                                                           commerce with ordinary
                                        to literally see this whole infrastructure         neighbourly care

                              4
                                        of distribution and delivery surround us
                                        that forms the invisible ties that do
                                        connect us all together nevertheless.
EXAMPLE QUOTES

WU YOU DELIVERS MEDICINE      A CGTN STRINGER PAID A            HOME SERVICES IN THE              THEIR STEEDS ARE NOT
DAY AND NIGHT TO THOSE IN     VISIT TO A LOCAL FRESH           RETAIL INDUSTRY IN 2020,          SINEWY STALLIONS, BUT
     NEED IN WUHAN           FOOD DELIVERY PLACE TO             INCLUDING INTRA-CITY              NIPPY, TWO-WHEELED
           UK               VISIT THE UNSUNG HEROES,           DISTRIBUTION, TAKEAWAY           ELECTRIC SCOOTERS AND
                               WHO ARE WORKING TO              SERVICES, AND GROCERY            MOTORBIKES, UPON WHICH
                            ENSURE FRESH FRUITS AND            SHOPPING AT HOME, MAY               THEY NEGOTIATE THE
                                VEGETABLES FOR THE                  BECOME A NEW                 DESERTED STREETS AND
                            RESIDENTS OF WUHAN EVEN                INFRASTRUCTURE                  LANES OF WUHAN IN
                                AS THE CITY REMAINS                    CHINA                     CENTRAL CHINA'S HUBEI
                                   LOCKED DOWN                                                          PROVINCE
                                     CHINA                                                                  CHINA

                                                         26
REPURPOSING &                                INSIGHTS & IMPLICATIONS

                                         GIVING – WITH                                    A voluble effort to prop up
                                                                                          the system in the crisis

                                         LOVE
                                                                                          A sense of real generosity
                                                                                          from individuals’ passion
                                                                                          propelling organisations on
                                         A Robin Hood-esque and really
                                         refreshing redistribution of resources

                               5
                                         has sprung up spontaneously and has
                                         given a sense of real purpose in
                                         adversity that is very motivating.

EXAMPLE QUOTES

 WORKERS FROM LIBRARIES,       GENERAL MOTORS, FORD           TECH YOUTUBE AND NETFLIX        IANG YIRUN, VICE CHAIRMAN
  LEISURE CENTRES AND         AND ELON MUSK OFFER TO           ARE CUTTING STREAMING             OF THE MADAGASCAR
  SCHOOLS CLOSED AS A          MAKE VENTILATORS AS US         QUALITY IN EUROPE TO FREE          CHINESE CHAMBER OF
      RESULT OF THE           FACES CRITICAL SHORTAGE          UP BANDWIDTH FOR HOME           COMMERCE, BOUGHT 2,500
 CORONAVIRUS OUTBREAK        AMID CORONAVIRUS CRISIS -             WORKERS DUE TO               3M MASKS FROM FRANCE
 SHOULD BE CALLED UPON       DESPITE SHUTTERING THEIR         CORONAVIRUS LOCKDOWNS           THROUGH FRIENDS AND SENT
 TO DELIVER FREE SCHOOL        PLANTS OVER FEARS FOR                    USA                     THEM BACK TO CANGNAN
  MEALS DIRECTLY TO THE               WORKERS                                                              CHINA
         HOMES                          UK
           UK

                                         NOT WAITING TO                               INSIGHTS & IMPLICATIONS

                                         BE ASKED                                         An unprecedented sense of
                                                                                          responsibility on a giant scale

                                                                                          Idea of choosing to confine is
                                         We are self isolating. This is an                breath taking; language is
                                                                                          powerful yet entered
                                         extraordinary idea. The clinical                 overnight into collective
                                         vocabulary coupled with the human                culture

                               6
                                         implications conjured up. This is all
                                         about the idea of collective
                                         responsibility & personal sacrifice.

EXAMPLE QUOTES

 ACTOR SAM NEIL SAYS HE IS      WORKOUTS, COOKING              WITH SOCIAL DISTANCING          AUTHORITIES ARE RELYING
   IN SELF ISOLATION - NOT   LESSONS AND PUB QUIZZES -           AND SELF-ISOLATION              ON CITIZENS TO ""SELF
  OFFICIALLY, BUT BECAUSE    HOW PEOPLE ARE USING THE           RAMPING UP AMID THE             CERTIFY"" WHEN STATING
IT'S WHAT "WHAT WE SHOULD     INTERNET TO SOCIALISE IN        OUTBREAK OF CORONAVIRUS         THEIR REASONS FOR MOVING
 ALL BE DOING AS MUCH AS          SELF-ISOLATION                 , IT NO LONGER FEELS          AROUND, THOUGH PEOPLE
         POSSIBLE” ..                  USA                    RESPONSIBLE TO GO TO THE            MAY NEED TO SHOW
           UK                                                             GYM                 EVIDENCE OF THEIR NEED TO
                                                                         UK                             TRAVEL
                                                                                                             UK

                                                         27
9. FOR RESILIENCE AND
                      OPTIMISM

 The power of positive thinking as a psychological
  tool is well covered. Its secret perhaps lies in its
  intrinsic practicality. This is all about the stuff of
everyday life. It is about sweating the small stuff –
        little things to weave into everyday, that are
     explicitly enjoyable as well as inherently good.
BEING CRAFTY,                                 INSIGHTS & IMPLICATIONS

                                         CREATIVE &                                      Sense that the lid has come
                                                                                         of suppressed creativity and
                                         CANNY WITH                                      a outpouring of craft –
                                                                                         engendering a sense of re
                                         RESOURCES                                       growth

                                         An outpouring of creativity as the new          Comes on top of a rising
                                         flavour of this pandemic experience. About      subculture of craft / DIY
                                         finding occupation perhaps ... or perhaps       fuelled by vloggrers
                                         more about seeing time and place now

                               1
                                         through a different lens; instilling some
                                         sense of the ideal of sabbatical into the
                                         reality of confinement.

EXAMPLE QUOTES

ILLUSTRATOR ROB BIDDULPH      PLANTING GREENERY AT               MILLIONS OF PEOPLE          ARTISTS CREATE WORKS FOR
   HAS BEEN GIVING FREE         HOME HAS BECOME              AROUND THE WORLD ARE IN         FIGHT AGAINST EPIDEMIC AS
 SHORT DRAWING LESSONS        POPULAR AMONG SOME             SELF-ISOLATION DURING THE           THE #CORONAVIRUS
 ON TWITTER FOR CHILDREN     LOCALS IN SHANGHAI AS A          CORONAVIRUS PANDEMIC -         OUTBREAK STILL CONTINUES,
  (AND ADULTS..) AMID THE    WAY TO DEAL WITH STRESS          BUT THESE PHOTOS PROVE           ARTISTS AND INTANGIBLE
 CORONAVIRUS LOCKDOWN        AMID THE #CORONAVIRUS              THE TIME AT HOME HAS            CULTURAL HERITAGE
           UK                       EPIDEMIC                  DONE NOTHING TO STIFLE         INHERITORS AROUND CHINA
                                      CHINA                       THEIR CREATIVITY               ARE TRYING TO KEEP
                                                                          UK                     PEOPLE’S SPIRITS UP
                                                                                                          CHINA

                                        DAILY DOSES AND                                INSIGHTS & IMPLICATIONS

                                        THE IDEA OF                                      5 a day on a psychological as
                                                                                         opposed to nutritional or
                                        ‘PYSCHOLOGICAL                                   purely physiological level

                                        IMMUNITY’                                        This new notion of
                                                                                         ‘psychological immunity’
                                        Practical tips for daily life change hands
                                        with evangelical zeal. A focus on immunity
                                        is unsurprising but interesting discourse is

                              2
                                        elevating mindfulness narrative that is
                                        already well peddled to another level with
                                        the idea of psychological immunity.

EXAMPLE QUOTES

TRY TO HAVE FIVE PORTIONS        WE SPOKE WITH A                 WE ALL RUSH HELTER-          WE HOPE CITIZENS UNDERSTAND
OF FUN A DAY: IT'S NATURAL   PSYCHOLOGIST AND STRESS              SKELTER TOWARDS               HOW WE SHOULD INTERACT..
TO BE FEARFUL IN THE MIDST    COACH TO FIND OUT THE           PROTECTING OURSELVES             SUPPORT EACH OTHER WHEN
                                                                                              FACED WITH ISOLATION, LEARN
   OF THE CORONAVIRUS        BEST WAY TO STAY HEALTHY         FROM THE MONSTER WHO            TO FACE THEIR EMOTIONS, AND
  OUTBREAK - BUT BEING       AMID CORONAVIRUS FEARS            LURKS WITHOUT RATHER             UNDERSTAND HOW TO FIND
 AFRAID ACTUALLY LOWERS               CHINA                  THAT STRENGTHENING OUR            PSYCHOLOGICAL RESOURCES
   YOUR IMMUNE SYSTEM                                           IMMUNE SYSTEM FROM                AND STRENGTHEN THEIR
           UK                                                          WITHIN                   PSYCHOLOGICAL IMMUNITY.

                                                                          UK                              CHINA

                                                        29
SAYING .. “WHEN                                 INSIGHTS & IMPLICATIONS

                                           IT’S ALL OVER,                                     Poignant and precious
                                                                                              glimpses of what it means to

                                           WE WILL ..”                                        be human and what is
                                                                                              important to us all
                                                                                              Touching to see the things
                                                                                              that are important to us all are
                                           The human survival mechanism has us                so universal and simple
                                           looking into the future to save us
                                           folding up in the reality of looking at

                                 3
                                           the present. Today's on line chat is
                                           cheerfully rife with upbeat discussions
                                           of what we are looking forward to.

EXAMPLE QUOTES

 WHEN IT IS ALL OVER, I WANT     AFTER IT'S OVER, WE WILL             AS SOON AS THE              LIAM GALLAGHER CALLS FOR
 TO GO SEE THE BEAUTIFUL       HAVE A GREAT PARTY IN LION         CORONAVIRUS SCARE IS               AN OASIS REUNION FOR
   CHERRY BLOSSOMS IN                SQUARE OF OUR               OVER WE WILL BE OFF TO THE        CHARITY SHOW AFTER THE
  WUHAN WITH YOU IN MY          UNIVERSITY!"" AAMIR FROM                  RACES                    CORONAVIRUS OUTBREAK
            ARMS               PAKISTAN TELLS US HIS LIFE                                                   ENDS..
                                                                            UK
  - Diary of a Wuhan Doctor:         IN WUHAN AMID                                                               UK
       Jiang Zhonghua"          #CORONAVIRUS OUTBREAK
                                        CHINA
            CHINA

                                           THE REASONS                                    INSIGHTS & IMPLICATIONS

                                           TO BE CHEERFUL                                     The small things that actuallyy
                                                                                              make a difference are coming
                                                                                              into their own and getting air
                                           A bit of grin & bear it, a bit of come &           time
                                           share it, You're welcome we can spare
                                           it, yellow socks.                                  This narrative very much is the
                                                                                              crest of a wave that has been
                                                                                              swelling for some time
                                           Ian Dury's 'Reasons to be cheerful'

                                 4
                                           could have been written for now. An
                                           explosive eruption to celebrate the tiny
                                           things that get us out of bed.

EXAMPLE QUOTES

 WHEN I EAT WITH MY ITALIAN     SELF-CARE: RECORD GOOD            PEACH BLOSSOMS, PLUM              LAURA DERN WEARS LATEX
 FAMILY, EVERY MEAL SEEMS       THINGS EVERY DAY, TREAT          BLOSSOMS AND MAGNOLIAS              GLOVES TO SHOP FOR
        LIKE A FEAST           YOURSELF LIKE FRIENDS AND            TURN IN FULL BLOOM,            FLOWERS AND GOODIES AT
            USA                FAMILY, IMAGINE WHAT YOUR          DELIVERING MESSAGES OF           FARMERS MARKET AMID THE
                                 FRIENDS SAY WHEN THEY                SPRING IN THE AIR                 CORONAVIRUS
                               SEEK COMFORT IN FRONT OF                   CHINA                                  UK
                                  YOU, COMFORT THEM
                                        CHINA

                                                            30
10. FAST FORWARD TO A
               NEW FUTURE

     Projecting forward into the future is a
       version of a psychological defence
mechanism that most of us use when what
we up are against in the here and now gets
                            uncomfortable.
IMAGINING                                       INSIGHTS & IMPLICATIONS

                                       SOME KIND OF A                                   Sense that we wait
                                                                                        breathlessly for a vision of

                                       HEREAFTER
                                                                                        what is happening in Wuhan
                                                                                        where it all started

                                       Since forever people have needed to              Cautiously positive tales of
                                       know what happens next? A massive                hope
                                       version of are we there yet?
                                       Speculation about life after the

                              1
                                       coronavirus is fed by a vision of Wuhan
                                       slowly emerging from the other side of
                                       this abyss.

EXAMPLE QUOTES

   103-YEAR-OLD IRANIAN    CHINA’S BIGGEST FACTORIES        FACTORIES RUMBLING BACK             A HANDFUL OF TITLES
    WOMAN 'MAKES FULL      ARE OFFERING BONUSES AND           INTO ACTION, WORKERS          PREDICTED TO BE POPULAR
      RECOVERY' FROM       THE GOVERNMENT HAS LAID            LINING UP TO GET THEIR          WILL BE RELEASED, WITH
 CORONAVIRUS AFTER BEING     ON PLANES, TRAINS AND           TEMPERATURES CHECKED,           DISTRIBUTORS DONATING
  IN HOSPITAL FOR A WEEK             BUSES                  TRUCKS CARRYING LOADS OF           ALL PROFITS BACK TO
           UK                         UK                           HEAVY METAL              CINEMAS HARRY POTTER AND
                                                                     CHINA                  A DOG'S JOURNEY: CHINESE
                                                                                             CINEMAS DETAIL PLANS TO
                                                                                               LURE BACK AUDIENCES
                                                                                                AFTER CORONAVIRUS
                                                                                                           UK

                                       REVELATIONS –                                   INSIGHTS & IMPLICATIONS

                                       WE ARE SEEING                                    Good news on the
                                                                                        environmental front

                                       FISH AGAIN
                                                                                        Contributes to a suggestion
                                       An inclination to find in every cloud a          that at some level maybe this
                                       silver lining .. Commentary about                was all ‘meant to be’ or
                                       seeing fish in previously murky waters           certainly an inherent rightness
                                                                                        to it
                                       of Venice canals or the impact of

                             2
                                       planes being on the tarmac and not in
                                       the air can help to create a sense of
                                       purpose to all this.

EXAMPLE QUOTES

    VENICE'S CANALS ARE     THERE HAVE BEEN SIMILAR              LOWER POLLUTION               WITH THE CRUISE SHIPS
 BEAUTIFULLY CLEAR AND     DECLINES IN AIR POLLUTION        EMISSIONS WERE RECORDED           GONE AND THE SOUVENIR
 DOLPHINS ARE SWIMMING           AS A RESULT OF             ACROSS BRITAIN YESTERDAY            STALLS CLOSED, THE
  THROUGH ITS PORTS AS     CORONAVIRUS LOCKDOWN                AS LARGE NUMBERS OF           CORONAVIRUS LOCKDOWN
   ITALY'S CORONAVIRUS       MEASURES IN CHINA AND            PEOPLE STAYED AT HOME            HAS TRANSFORMED LA
LOCKDOWN CUTS DOWN ON           NORTHERN ITALY                  WHILE CORONAVIRUS            SERENISSIMA’S WATERWAYS
  WATER TRAFFIC (VIDEO)               UK                        LOCKDOWNS LED TO              'NATURE IS TAKING BACK
          USA                                                     UNPRECEDENTED                       VENICE':
                                                               IMPROVEMENTS IN AIR                         UK
                                                             QUALITY ACROSS ASIA AND
                                                                      EUROPE
                                                                      UK

                                                       32
BEING ABLE TO                                        INSIGHTS & IMPLICATIONS

                                          CHANGE, USHERING                                      Changed rituals and routines
                                          IN NEW VALUES &                                       especially on the work front
                                                                                                after relatively little time being
                                                                                                hailed as an advance
                                          NEW RULES
                                                                                                Sense that for many this has
                                          Stephen Hawking said “intelligence is our             been opportunity to
                                          ability to adapt to change ”. Evolution               reappraise on a personal
                                          experts claim humankind is particularly               level daily choices and
                                          adaptive. Yet changing our individual                 instigate actual change

                               3
                                          behaviour can be a real toughie. This area
                                          speaks to the rapid pace of change in life
                                          today..

EXAMPLE QUOTES

 I THINK JOB HOPPING WILL      EPIDEMIC HAS CHANGED            WHAT IS TRULY ALARMING ABOUT             FORCED EVERYONE TO
     BECOME EVEN MORE         OUR ORIGINAL WORK AND                 THE RESPONSE TO THIS             CHANGE OUR DAILY HABITS
       POPULAR AFTER           LIFE RHYTHM, AND IT HAS           PHENOMENON IN ITS VARIED            IN FAVOR OF RESTRICTIONS
                                                                   FORMS - FLOODS, VIRUS,
    CORONAVIRUS IS OVER       ALSO BROKEN OUR USUAL             WHATEVER - IS ITS FAILURE TO
                                                                                                       AND SMALL RULES FOR
                             CONCEPTS AND LIFESTYLES.                                                    GOOD AND SAFETY
            UK                                                  ALLUDE TO THE OBVIOUS: THE
                                       CHINA                      REMARKABLE CAPACITY OF                           ITALY
                                                                  HUMAN INTELLIGENCE FOR
                                                                INVENTION, ADAPTATION AND
                                                                       CO-OPERATION
                                                                           USA

                                          THE MOTHER OF                                        INSIGHTS & IMPLICATIONS

                                          ALL INVENTION                                         Compelling evidence of what
                                                                                                we can when we must

                                          Necessity breeds invention. When the                  Leads to a questioning of
                                          going gets tough. Sidestepping                        what we cant when we
                                                                                                needn’t
                                          protocol to rapidly develop treatments,
                                          vaccines, switching manufacturing

                               4
                                          capability to produce antibac’ in lieu of
                                          perfumes, raising from new hospitals ..
                                          are living proof of this truth.

EXAMPLE QUOTES

 WUHAN : CHINA HAS BUILT A    THIS IS WHAT HAPPENED IN         ENGINEERING COMPANIES                THE CORONAVIRUS SCARE IS
  NEW HOSPITAL IN 10 DAYS    WUHAN – WHERE THEY BUILT            HAD COME UP WITH AN                  A WAY TO CUT THROUGH
                                 2 NEW HOSPITALS -              EMERGENCY VENTILATOR                 SAFETY PROTOCOLS AND
          CHINA
                              CAPACITY 2.000 - IN A FEW        PROTOTYPE TO FIGHT THE               STANDARD BEST PRACTICES
                             WEEKS - SOMETHING ONLY            CORONAVIRUS OUTBREAK                  TO RAM A LIGHTLY TESTED
                                    CHINA CAN DO                  WHICH SHOULD BE                        VACCINE THROUGH
                                        UK                       APPROVED FOR USE IN                                 UK
                                                               HOSPITALS BY THE END OF
                                                                      NEXT WEEK
                                                                           UK

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Sophie Wright
sophie@discover.ai
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