Public Health messaging: how not to communicate with a population

Donald Trump wants packed churches by Easter. Boris Johnson wants us to stay at home except for when we go out for our one mandated walk or travel via packed tube train to the workplace that our employer insists can’t be done at home. The pubs are now forcibly closed, yet off-licenses are reclassified as allowed to open – does running out of beer mean an ‘essential shopping trip’? If it’s essential. Only if it’s all essential.