Well, the whole public messaging during the pandemic was a challenge, wasn't it? It really was. Yes, I absolutely agree, one term. Obviously, as it evolved, the naming of it changed in those first few weeks or month. So, 'SARS-CoV', 'coronavirus', 'COVID-19', or 'the pandemic'. And, of course, most of the population just said 'COVID'. That's what it was termed. So, yes, absolutely. I think it took a couple of weeks for the world to decide what it was going to call it. And then, in technical documents, you'd have the technical term, and you just had to make sure that those didn't seep into public engagement.
But the whole public messaging was a challenge for a number of reasons. Obviously, the cross-border, where there was divergence in policy, restrictions, it was challenging to really engage with communities, because people trust people who sound like them, who live near them. And so we were doing a lot of work with different communities, the Chinese community, Muslim communities, et cetera, and through third sector.
And also, I think the third big challenge was misinformation and disinformation. So, we scaled up all of our social media teams to really try and survey what was being said and to try and counter those messages. We scaled up our behaviour science unit to try and engage with the public to understand the messages that would be more easily understood by different people. And we had WhatsApp groups with a load of third sector organisations to disseminate information. How we scaled that up very, very quickly was a real challenge.
But even 'Keep Wales safe'—that was our dominant message, wasn't it, which we aligned with Welsh Government on—and then it wasn't helpful when the England messaging changed. We did quite a lot of work early on trying to link in with Sky and the BBC, because it took them a couple of months to realise that there were four countries in the United Kingdom. So, the updates they were giving may have been an English policy, and not Welsh. It took a while for them to say 'in Wales', or 'in Scotland', or 'in Northern Ireland'. So, it was quite a challenge on a number of fronts, wasn't it?