Adam Kucharski

I think it's harder, obviously, when they're pointing in different directions,

as we saw with some of the interventions where it was less clear because different countries, different economies, certain things did affect behaviour and other things in different ways.

But I think the other challenge that kind of jumped out, and I think a lot of the health issues we deal with,

in the US, UK and the modern era are non-contagious.

So they're very much kind of individual, you know, things like cancer, things like heart disease.

So it's very much individual focus.

So you have someone who's ill.

Do you treat them?

Do you not treat them?

If you don't treat them, that's someone who's one person who's going to get worse.

But contagious health threats have this dependence where, you know, a problem can get worse and that problem can then accelerate in very different ways.

I think that was something that was

It was quite a challenge to communicate because I think a lot of people had this notion of you've got normal life and then you could do something else that's not normal life.

And I would obviously just prefer it to be normal.

But I think as we saw globally.

didn't get that that that status quo i mean that was that was gone and you know country had they had varying levels of normality but no country had like just you know pretend absolutely nothing happened you either had in varying degrees depending on the structure of society and advantages they had in kind of like terms of demography and health care and other stuff big changes in behavior or borders whatever or you saw a huge amount of death and i think that's something that's

that can be, from an evidence point of view, much more challenging.

Because I think just in life, we're much more used to those kind of linear problems where, you know, like with cancer or something, these are tragic events that happen, sort of distributed across the population, rather than something that the worse it gets, the worse that worseness accelerates.

I think we've seen quite a lot of examples where treating it as that kind of cookie cutter, this is the only method we can use, can lead us into problems.

I mean, smoking cancer is a very well-known one that we couldn't just have in action because you can't get that level of perfection.