Nudging TB Sufferers to Cover Mouths Through Social Pressure

Ann Don Bosco of Good Business in the United Kingdom will run a prevention campaign to reduce the transmission of tuberculosis by making coughing without covering your mouth socially unacceptable. Tuberculosis is a major problem in developing countries, particularly in South Africa, and is primarily spread by coughing. Previous cough prevention campaigns have focused on changing the behavior of the infected person. However, healthy individuals should be more willing to promote preventative behavior in order to avoid becoming infected. Therefore, their campaign will involve promoting the use of a simple, humorous catchphrase by uninfected individuals to express displeasure when someone coughs in their presence without covering their mouths. They will utilize radio, billboards, and mobile phones to spread the message, and analyze the impact on behavior.