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Research

Communication about COVID-19 from Canadian provincial chief medical officers of health: a qualitative study

Patrick Fafard, Lindsay A. Wilson, Adèle Cassola and Steven J. Hoffman
September 04, 2020 8 (3) E560-E567; DOI: https://doi.org/10.9778/cmajo.20200110
Patrick Fafard
Global Strategy Lab (Fafard, Wilson, Cassola, Hoffman), York University and University of Ottawa; Graduate School of Public and International Affairs (Fafard), Faculty of Social Sciences, University of Ottawa, Ottawa, Ont.; Dahdaleh Institute for Global Health Research (Hoffman), Faculty of Health and Osgoode Hall Law School, York University, Toronto, Ont.; Department of Health Research Methods, Evidence, and Impact and McMaster Health Forum (Hoffman), McMaster University, Hamilton, Ont.
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Lindsay A. Wilson
Global Strategy Lab (Fafard, Wilson, Cassola, Hoffman), York University and University of Ottawa; Graduate School of Public and International Affairs (Fafard), Faculty of Social Sciences, University of Ottawa, Ottawa, Ont.; Dahdaleh Institute for Global Health Research (Hoffman), Faculty of Health and Osgoode Hall Law School, York University, Toronto, Ont.; Department of Health Research Methods, Evidence, and Impact and McMaster Health Forum (Hoffman), McMaster University, Hamilton, Ont.
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Adèle Cassola
Global Strategy Lab (Fafard, Wilson, Cassola, Hoffman), York University and University of Ottawa; Graduate School of Public and International Affairs (Fafard), Faculty of Social Sciences, University of Ottawa, Ottawa, Ont.; Dahdaleh Institute for Global Health Research (Hoffman), Faculty of Health and Osgoode Hall Law School, York University, Toronto, Ont.; Department of Health Research Methods, Evidence, and Impact and McMaster Health Forum (Hoffman), McMaster University, Hamilton, Ont.
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Steven J. Hoffman
Global Strategy Lab (Fafard, Wilson, Cassola, Hoffman), York University and University of Ottawa; Graduate School of Public and International Affairs (Fafard), Faculty of Social Sciences, University of Ottawa, Ottawa, Ont.; Dahdaleh Institute for Global Health Research (Hoffman), Faculty of Health and Osgoode Hall Law School, York University, Toronto, Ont.; Department of Health Research Methods, Evidence, and Impact and McMaster Health Forum (Hoffman), McMaster University, Hamilton, Ont.
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    Figure 1:

    Cumulative COVID-19 cases and policy measures by province, Mar. 11–31, 2020. This figure focuses on a subset of our study period that begins when the World Health Organization declared COVID-19 to be a pandemic, cases began to increase in Canada and provincial governments began introducing widespread social distancing measures. Cumulative cases per 10 000 population are visually represented as a 3-day rolling average. Case data were obtained from the Government of Canada’s COVID-19 database.20 AB = Alberta, BC = British Columbia, CAN = Canada, COVID-19 = coronavirus disease 2019, MB = Manitoba, NB = New Brunswick, NL = Newfoundland and Labrador, NS = Nova Scotia, ON = Ontario, PE = Prince Edward Island, QC = Quebec, SK = Saskatchewan.

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    Table 1:

    Coding summary of provincial news releases issued by and with chief medical officers of health, Jan. 21 to Mar. 31, 2020

    No. (%) of news releases; province
    BC
    n = 56
    AB
    n = 23
    SK
    n = 29
    MB
    n = 44
    ON
    n = 41
    QC
    n = 15
    NB
    n = 25
    NS
    n = 29
    PE
    n = 20
    NL
    n = 7
    Total
    n = 290
    Date of first COVID-19 news releaseJan. 21Mar. 14Feb. 13Jan. 28Jan. 25Jan. 22Mar. 1Feb. 28Feb. 28Mar. 10–
    News releases primarily issued by CMOHs alone, primarily issued jointly with other officials or issued in mixed fashion (sometimes alone and sometimes jointly)JointJointJointJointMixedJointMixedJointSoloJoint–
    Describing preparedness and capacity building
     Efforts to increase and improve testing and case identification19 (34)2 (9)7 (24)9 (20)4 (10)3 (20)5 (20)9 (31)1 (5)–59 (20)
     Emergency preparedness and contingency planning17 (30)1 (4)11 (38)12 (27)21 (51)4 (27)6 (24)13 (45)3 (15)–88 (30)
    Issuing recommendations and mandates
     Cancellations, closures and social distancing recommendations26 (46)19 (83)18 (62)22 (50)14 (34)5 (33)13 (52)16 (55)16 (80)5 (71)154 (53)
     Travel-related recommendations and restrictions11 (20)5 (22)12 (41)25 (57)–4 (27)6 (24)26 (90)10 (50)2 (29)101 (35)
     Enforcement of restrictions4 (7)5 (22)–2 (5)1 (2)–2 (8)2 (7)6 (30)–22 (8)
     Characterization of pandemic as serious or emergency situation5 (9)2 (9)5 (17)6 (14)7 (17)3 (20)2 (8)2 (7)3 (15)1 (14)36 (12)
    Expressing reassurance and encouraging the public
     Public reassurance27 (48)3 (13)8 (28)9 (20)19 (46)10 (67)5 (20)4 (14)3 (15)1 (14)89 (31)
     Acknowledgement of community cooperation or contributions11 (20)5 (22)–2 (5)1 (2)8 (53)3 (12)5 (17)3 (15)–38 (13)
    Promoting public responsibility
     Discussion of transmission prevention as collective responsibility16 (29)14 (61)4 (14)4 (9)4 (10)6 (40)12 (48)10 (34)1 (5)1 (14)72 (25)
     Provision of COVID-19–related information to the public9 (16)5 (22)3 (10)12 (27)4 (10)3 (20)9 (36)8 (28)5 (25)2 (29)60 (21)
    • Note: AB = Alberta, BC = British Columbia, CMOHs = chief medical officers of health, COVID-19 = coronavirus disease 2019, MB = Manitoba, NB = New Brunswick, NL = Newfoundland and Labrador, NS = Nova Scotia, ON = Ontario, PE = Prince Edward Island, QC = Quebec, SK = Saskatchewan.

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    Table 2:

    Variation in messaging during different phases of the coronavirus disease 2019 (COVID-19) pandemic25,29–36

    Late January–early March 2020 Local reassuranceMid-March 2020 Public actionLate March 2020 Collective duty
    Je tiens à réitérer que le réseau de la santé est prêt et bien préparé à faire face à une apparition de cas au Québec. La population ne doit pas s’inquiéter. Bien que les cinq cas soient infirmés, comme la situation épidémiologique évolue rapidement, il est attendu et normal que d’autres cas soient investigués. Le Québec a mis en place un système de détection efficace et fiable, et demeure proactif et vigilant.
    – Dr. Arruda, Quebec (Jan. 24)
    Dr. Heather Morrison has confirmed the first positive case of COVID-19 in the province, and urges Islanders to follow recommendations to limit the potential number of cases and spread of the virus. … It is strongly recommended that Islanders follow the advice of the Chief Public Health Office and … reconsider attending social gatherings where a 2-m distance between people is not possible, especially if elderly or immune-compromised people are present.
    – Prince Edward Island news release citing Dr. Morrison (Mar. 14)
    We have to protect our health-care workers, so they can carry on with this important work. … When we take actions to limit the spread of this disease, among those we are protecting are the front-line workers that are so valuable in this situation. When you stay home and practise social distancing, you are not only protecting yourselves, you are protecting the people who may soon be saving your life.
    – Dr. Russell, New Brunswick (Mar. 23)
    While the risk to residents in Saskatchewan remains low, we are working closely with the Public Health Agency of Canada on preparedness, procedures and reporting to quickly identify and manage any cases that present for care. … Canada has multiple systems in place to prepare for, detect and respond to the spread of serious infectious diseases like novel coronavirus.
    – Dr. Shahab, Saskatchewan (Feb. 13)
    The new cases that have emerged today, particularly those demonstrating transmission into communities and school settings, mean we need to put in place additional restrictions for schools, day cares, continuing care facilities, and worship gatherings. These decisions are not made lightly, and I know they will have a tremendous impact on Albertans’ day-to-day lives, particularly parents, children, and seniors. But it is crucial we do everything possible to contain and limit the spread of COVID-19.
    – Dr. Hinshaw, Alberta (Mar. 15)
    Given the number of returning travellers, including snowbirds, and more testing being done, an increase in cases is expected. … We’re 3 weeks into our response and I know this is hard for everyone. Please continue to be part of flattening the curve by following public health advice and direction.
    – Dr. Strang, Nova Scotia (Mar. 28)
    The government and public health officials are reminding Manitobans the risk of acquiring COVID-19 in Manitoba remains low, but is increasing given events occurring in Canada and around the world. We must continue to prepare for this virus in Manitoba.
    – Dr. Roussin, Manitoba (Mar. 10)
    This death is further evidence of the increasing seriousness of the situation we are in, which is why the province has been taking decisive steps to manage the spread of COVID-19 in Ontario. Earlier today, the Ontario government enacted a declaration of emergency closing all facilities providing indoor recreational programs, public libraries, private schools, licensed child care centres, theatres, cinemas, concert venues and bars and restaurants, except to the extent that such facilities provide takeout food and delivery.
    – Dr. Williams, Ontario (Mar. 17)
    We are at a critical juncture in our provincial COVID-19 response. Every British Columbian has a part to play to flatten the curve. We must all do the right thing and be 100% committed.
    Dr. Henry and Adrian Dix (Minister of Health), British Columbia (Mar. 31)
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Communication about COVID-19 from Canadian provincial chief medical officers of health: a qualitative study
Patrick Fafard, Lindsay A. Wilson, Adèle Cassola, Steven J. Hoffman
Jul 2020, 8 (3) E560-E567; DOI: 10.9778/cmajo.20200110

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Communication about COVID-19 from Canadian provincial chief medical officers of health: a qualitative study
Patrick Fafard, Lindsay A. Wilson, Adèle Cassola, Steven J. Hoffman
Jul 2020, 8 (3) E560-E567; DOI: 10.9778/cmajo.20200110
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