For any infection that is transmitted through person-to-person contact, keeping physical distance from a potentially infected person is an effective method to help protect yourself and others from infection. To prevent the spread of COVID-19, following is the only topic we recommend you focus on: Practice physical distancing.


Make sure your message has a strong emotional and evocative connect with your audience. Keep in mind this is post lockdown period. As people start going out of their homes, proper physical distancing is not always possible or even sometimes encouraged. We encourage Creatives to think of out-of-the-box solutions. Select a setting where you would most likely need to practice physical distancing. For Instance: Two families are planning the wedding ceremony of their daughter and son, and decide to have only 10 people of the immediate family there, while other guests join in via video calls. 

Portraying people in their most vulnerable moments, where they are putting themselves, their family, their community, their nation at risk, will make the most impact as these moments will strike a chord with your audience’s emotions.



1. Key Behaviour:

1.1 Maintain at least 1 metre (3 feet) distance from other people.
1.2 Avoid large and small gatherings in both private and public spaces.


Stay at home and only go out only if it is absolutely essential.
(Reference Source:


(Depending on the type of content you create, you could include the following details)

  • Why is Physical Distancing important? 

When someone coughs or sneezes they spray small liquid droplets from their nose or mouth which may contain virus. If you are too close, you can breathe in the droplets, including the COVID-19 virus if the person coughing has the disease. One must also be aware that a person talking in a poorly ventilated space can produce as many droplets as an infectious cough. 

  • Who is at Higher Risk for Severe Illness?

Based on currently available information and clinical expertise, older adults and people of any age who have serious underlying medical conditions might be at higher risk for severe illness from COVID-19. This list may not include everyone who's at higher risk from Sars-Cov-2 and may change as we learn more about the virus and impact of the disease.

  • Difference between quarantine, isolation and physical distancing:

Quarantine: Quarantine is used to keep someone who might have been exposed to COVID-19 away from others.
Isolation: Isolation is used to separate sick people from healthy people.
Physical distancing: Means keeping space between yourself and other people outside of your home.  

  • General and outside home:
  1. Follow guidance from authorities where you live.
  2. Stay at home and only go out if it is absolutely essential.
  3. Work from home when possible.
  4. Maintain at least 1 metre (3 feet) distance from other people:
    Even if no symptoms of coughing or fever are observed.
    Even when you wear a face covering.
  5. Cover your mouth and nose with a cloth face cover when around others.
  6. Avoid large and small gatherings in private places and public spaces.
  7. Practise good hygiene always. 

Recent studies indicate that people who are infected but do not have symptoms likely also play a role in the spread of COVID-19.

  • Greetings

             Avoid physical greetings such as handshakes, hugs, and kisses. 

  • At home: 
  1. Try to avoid having guests at home as much as possible.
  2. Regularly disinfect surfaces that are touched a lot, such as tables, kitchen benches,
    handrails and doorknobs
  3. Increase ventilation in the home by opening windows or adjusting air conditioning.
  • Buying groceries/essentials: 
  1. If you need to shop for food or medicine at the grocery store or pharmacy,
  2. stay at least 1 metre ( 3 feet) away from others.
  3. (Reference Source:
  4. Use digital payment methods instead of cash. Clean your hands with alcohol-based handrub or soap and water after handling cash.
  5. Travel at quiet times and avoid crowds.


1. Your creative needs to have the above information implied, clearly shown, or written in the communication
2. Key Behaviour / Must have information: The Key Behaviour is the message that should be the key highlight of your creative output and that sticks in the minds of your audience for times to come.
3.Good to have information: This is crucial information that your Key Behaviour can be supported with, making it richer and more impactful.
4. Additional information: Use this information to add more depth to your creative output.