How MSB reaches persons over 80
Kantar Sifo’s ‘corona barometer’, from which MSB purchases reports, is based on interviews in the research agency’s online panel. Measurements began on 21 March with around 100 interviews daily and is a tool to follow-up on the intra-agency information campaign.
Kantar Sifo’s online survey includes the general public up to the age of 79. In order to investigate the needs and challenges among the older target group, MSB ordered a supplementary telephone survey that includes persons over the age of 80. This survey is also conducted by Kantar Sifo.
Cooperation with organisations, associations, and volunteers
MSB is tasked with ensuring that everyone in Sweden, regardless of age, ethnicity, religion, language skills, or disabilities, receive coordinated and current information on the novel coronavirus. MSB is in contact with a string of organisations that can both help us understand the needs and challenges in various target groups as well as support us in the work of spreading information. Ever since early this spring, emails with current and confirmed information on the pandemic are regularly sent to several senior citizens’ associations.
The broad cooperation with civil society is crucial to reach as many people as possible with information and to identify needs or difficulties within different target groups.
Information campaign due to COVID-19
In March 2020, MSB was commissioned by the Government to ensure that the authorities’ information with respect to the outbreak of the novel coronavirus is coordinated and clear and that there are effective channels to disseminate such information. The information campaign includes everything from regular advertising on TV, in the morning newspapers, local and free newspapers, to digital advertising via social media.
The intra-agency platform krisinformation.se, which MSB is responsible for together with 1177.se, is effective for channelling current and confirmed information on COVID-19 to the public. The healthcare helpline 1177 and the information line 113 13 are a complement to the online platforms and have seen record numbers of incoming calls, especially during the spring and early summer.
Another part of the information campaign was to spread information via de national press conferences jointly organised by the Public Health Agency, the National Board of Health and Welfare, and MSB. Measurements show that the older target group has, to a great extent, followed the press conferences. This is thus a relevant channel for reaching those over the age of 80.
In order to follow up on how well the information on the novel coronavirus reached the elderly, MSB conducted a supplementary survey in April 2020, which included people aged 70-89. The purpose of the survey was to pick up on attitudes and challenges within the age group that needed to be considered in future communication.
All interviewees had understood the information and complied with the recommendations of the authorities. The biggest challenge was, according to their responses, to not be able to see their children and grandchildren, and the difficulty of not knowing when the pandemic will be over.
Research on the elderly’s view on risks
MSB funds needs-based research that can be applied in society, meaning research based on a social need, and that may lead to new understanding, new methods, or new products in the long term. One of the research projects funded by MSB examines how older individuals view risks in their everyday life, their preparedness, and how they handle crises. Within the study, 2 000 persons over the age of 70 have been interviewed in depth and the researchers will conduct a follow-up study during the autumn of 2020. The project, Effektivare åtgärder genom ökad förståelse för den äldres syn på risker (More efficient measures through increased understanding of elderly people’s perspective on risks), is led by Johanna Gustavsson at Karlstad University.